Isn't it amazing how we all know about the top people in business, politics, philosophy, the arts and many other fields, even if they are in different countries? We have the internet to thank for the speed and breadth of information at our fingertips, and we also want to acknowledge those who are working the publicity machine to let us know about them. I know quite a few people who are experts in their little area, and yet they don't have the brand recognition or the market penetration that they could have. Does it matter? If no one knows about them, what good is their expertise and how much impact can they really have? But I have to reiterate here that it only matters if they feel unfulfilled and dissatisfied with their results. There is nothing wrong with being a small fish in a small pond. However, to achieve positive change and influence larger groups will usually require a bigger and bolder plan
It's not just about the money, though, is it? When we feel passionate about our subject and have something important to share, we want the whole world to know about it. I can't tell you how many times aspiring authors have said to me that the most important thing for them is to get their book into as many hands as possible. They usually add that it's not about the money, but, as we said before, there is nothing wrong with that. The main goal, however, is to reach lots of people, to touch lots of lives.
That passion and desire to share something important drives people to do a lot more towards extending their reach than the goal of the money alone. In fact, so many authors tell me of the excitement they feel when they get fan mail and book reviews from clients in new markets, many of whom they will never meet in person. Perhaps you are the one who cannot travel, or maybe you choose not to travel that much.
A lot of working mothers I know choose to minimize the amount they travel because it cuts into family time. I myself think twice before committing to out-of-town engagements. More extreme cases include speakers and authors who have physical restrictions such as illnesses or incapacitation. Sue Chambers is an amazing woman who has suffered with multiple sclerosis (MS) for over twenty years. She wrote her book to share her story and her perspective on keeping a sense of humour and positive attitude no matter what life throws at you. Sue is wheelchair-bound and tires easily. She wants her book, her audio book and her video material to be out there working for her when she cannot go in person. Magical Sense has the capacity to work for Sue and enlighten people about MS twenty-four hours a day, seven days a week, in different markets, without Sue exhausting herself!
It's clear that the advent of the internet has created a lot more interaction between authors and their market. For example, people can comment on your blog, forward an email, click through to other products and articles and much more.. It helps you to get a variety of feedback, verbal and written, to help you continuously refine your message and delivery. One way or another, you need to get your message heard by more people or you will never achieve the reach you strive for.