What do you say when somebody asks your opinion about targeting the gay market?
Recently a personal travel consultant asked for my advice about a great idea she had.
She told me she'd like to go after the gay market because they had discretionary income for travel.
Although I thought that was a bit generic, I agreed with her idea because most gay people I know are DINKies - Double Income No Kids, meaning they potentially have more money to spend on things like travel. She might have a point.
So then I asked her how many travel tours for gay people she had managed before.
None she said.
So perhaps she knew lots of people who were gay and had a great database of contacts.
No she said.
Well then, maybe you know of some great destinations for gay couples to visit?
Well, she said, there are probably lots but I've never considered it before.
My response to her idea was that I would find it really tough trying to position her as the expert in a field that she had no experience in and that she should instead focus on her expert-ease - the thing she does with ease that others find difficult.
Focus on your Expert-ease - the thing you do with ease that others find difficult.
The lesson is don't chase money to build your business, build your position as the expert and the money will come to you.
So what is your area of expertise?
Who is your ideal target audience and how do you quickly communicate to them effectively?
That's where personal branding comes in.
Lauren Clemett is a Personal branding Specialist and Neurobranding Enthusiast. She holds Half Day Personal Branding Workshops to help you discover your Single Minded Purpose and begin to develop a strong personal brand that makes you the go-to expert in your field.
Seats are limited. For more information click here.