There's a voodoo or mystical aspect to marketing. When we can clear our channel of angst and get into that space, we can hit big.
My inspired insight was to pack it all in along the Northeast Corridor, load up the wagon train with the vestiges of my three decades there and animal companion Lee K., and head to the Southwest. Unlike the coasts, there would be less of a glut of ghostwriters like myself.
I was on the money. Build it (the biz in non-glut territory) and they will come.
The wagon pulled into Tucson, Arizona on April 14th. Today is June 19th. Already I have two Southwest-based clients. That's in addition to the East Coast accounts that followed me or found me here.
There's more. What were deficits along the Northeast Corridor morphed into assets. Take my Jersey City, New Jersey accent. In LockJawLand where many major players learned enunciation from their upper middle class families and British nanny, those lower-middle-class phonemes weren't welcome. I tried accent-reduction. But it was way too hard.
In the Southwest my accent signals:
- Getting a New York writer at mountain-state rates
- Hiring a vendor who is straightforward, no-nonsense
- Entrusting the account to someone with streetsmarts.
Lee K. has mellowed from an angst-ridden biter to a spiritually evolved confidant. On our long sojourns along the unpaved walkways we discuss the enhanced quality of our lifestyle.
In addition, the wolf no longer howls at the door, during nights when writers panic about money. Gasoline can be 80-cents less a gallone than in parts of Connecticut. Housing only consumes a fourth of income. Car insurance is half what it had been. Bundled in it is road service. That saves the money which would have gone into having AAA.
Reflection: Others can also wise up about the benefits of the non-glut. You bet, they could create a glut.