Putting It in Perspective
Let’s turn to some real-life examples of super-successful platforms. These aren’t meant to intimidate you, but to inspire you to put on your marketing hat and think creatively.
When Gary Heavin, the founder of Curves, a fitness franchise, writes a diet or fitness book, he can make some pretty eye-popping claims. In his platform, he can say that his book can be marketed through his 10,000 Curves franchises to their more than 4 million members. He could also promote the new book on the Curves website, in the quarterly Curves magazine, Diane, that is available free to all members, and through the popular Curves diet workshops.
But Curves’ impressive numbers pale in comparison to songwriter Jimmy Buffett’s empire. Many ...