The #micromarketer way to growth


Where am I most likely to get the highest ROI?

#micromarketer lessons from an interview with Ganesh Vancheeswaran


· “Value over volume” is very significant, just three words, but it conveys what you’re looking at. Where do I get the highest ROI? Who is my specific target segment and are the on the edge of…… ?

· ON the edge of need and want. Position yourself on that edge.

This is the second of the two stories shared by Ganesh Vancheeswaran:

Hello, And welcome to another episode of the micro marketer. I’m your host Pravin Shekar, an outlier marketer and raconteur. And today we have Ganesh Vancheeswaran with us. He is the author of the book “The Underage CEOs”. He is a specialist in branding and MARCOM. He is a freelance writer with a special interest in travel, culture and lifestyle. He’s a professional editor of books, including mine. He’s a book coach and a man with varied interests and excelling in each one of them. That’s Ganesh for you. Ganesh, we’d love to hear a couple of episodes of micro marketing from your long career.

Now. Ganesh, I know that you have a second story in mind and I’d love to hear that as well.


Sure. So my second story goes like this, this applies to me just talking about something that I do, because I’m a great believer in the power of this technique, right? I’ve seen enough examples. And I’ve seen how it works for you also. And I must plug you on in, because you are part of my education curve, you know, in that sense. So, this is something that I’ve applied to myself.

Now, one of the things that you mentioned that I do is editing of books, right? I’m a book coach and an editor of books. So, when you stand back and look around, you see that the publishing industry is booming, especially the assisted publishing model. Many, many people around us want to write books. These are people from all walks of life. And I’ve had conversations with prospective clients who are even housewives and college-going students and young workers, right. So, all sorts of people have always wanted to write books. It’s been a latent need. Even today, it is. With the internet coming, with so many publishing modes coming today, I think that need has been fuelled. So, practically half the world wants to write books. And if I’m an editor and a book coach, that half that world is also my market, right? Potentially. But what did I say?

Look I’m one guy, and I have a certain principle, I’m approaching this whole thing of my profession with a principle which is value over volume. So, I prioritize value. I prioritize, therefore, the quality of work and the kind of books and authors I work with over volume. So, I don’t want to position myself as a mass editor as a mass book coach.

Then I started asking myself therefore, here again, is there a hierarchy which I should apply to my targeted market? Does it make sense to approach certain segments and leave out certain other segments and therefore, which is the one which will bring in highest ROI not just in terms of money, but also in terms of satisfaction for me.

When I put myself through these, you know, ask myself these questions and looked at it through the filter. I realized one interesting thing after a bit of study, which is that, it makes most sense for me to target entrepreneurs, senior corporate leaders, coaches and speakers, in order to offer my service, which is of being a book coach, and as an editor, for two-three reasons.

One, it all boils down to ROI.

But how do I look at it. One, it is a very high value need for these guys, right? It is something that they are going to use to build their personal brand, and to send out a very powerful message to the market. All of them have acquired expertise over 15 years, 25 years, 30 years in various walks of life. Which is why today they are business mentors or entrepreneurs or coaches or speakers or whatever, or senior corporate leaders. I said, there is a greater need in this area in this segment, to bring out their message as a book and therefore share that message take it to newer audiences, larger audiences. Why don’t I help them? Why don’t I intervene here? I don’t want to therefore go after all sorts of people. And from then on the minute, I got this clarity and I decided this for the last time talking about a year and a half now, this is all that I do.

I only network. I only build relationships in a targeted manner with these guys. I work with these guys, they are happy, I’m happy.

And because of the value I’m able to add to these guys, they refer me to other clients, they talk about my work. And I can sit back and be happy that it’s a win-win for them. They get value, they get their books out, they get what they want in life. I get what I want in life, and I don’t have to go all over town.

Pravin: KEY LEARNING for #micromarketing

Brilliant. Thank you very much for sharing my learning. You say you’re not for the mass market, but you’re giving mass punch dialogues, value, volume. “Value over volume” is very significant, just three words, but it conveys what you’re looking at.

Where do I get the highest ROI? Who is my specific target segment who are, and I’m framing it, on the edge of need and want. The need to stay on that edge is where you are positioning yourself and of course, networking with this select set, providing a super value so that there is a word of mouth and a referral market. Lot of learning here. Thank you very much Ganesh.

Ganesh: You’re welcome. Thank you again, Pravin, thanks. Have a great day.

Pravin Shekar is an outlier marketer, parallel entrepreneur and a raconteur.

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Pravin is the author of three books: on outlier marketing, Getting paid to speak, and a collection of travel pics/romantic poems!

#Marketing #Entrepreneur #Awareness #Strategy #Outlier #Outliermarketing #micromarketer #idea #tribe



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