So I’m teaching this class in PR and networking at GCU, and one of the students is Corey Kossack, a power Ebay seller with a toolset to help everyone else succeed. Although he’a still a student, he has already written and published the book “EBay Millionaire or Bust.”
He wants to differentiate his skillful EBay consulting from all the other people who purport to know how to make someone successful on EBay. In his own words, “I’m lost in a sea of crap.” So I’m putting it out there: what would best differentiate Corey’s business from the get-rich-quick guys who promise the moon and can’t deliver. Corey, on the other hand, has already delivered for himself, and has written both the book and the software to help others.
Suggestions?
{ 5 comments… read them below or add one }
Track record is everything on this. I would not work with a personal trainer that was out of shape… likewise I would want to see a track record of massive sales/profit from someone who claims to know the secrets to fortune on eBay. If Corey has sold $1MM in DVD’s that’s impressive and certainly something to brag about. He’s doing the right type of stuff getting a mentor like Peter, serving as pres of the Club E group and going places like Tucson to present to peers. Beyond that, other stuff to suggest:
-blog about the tactics he teaches in his DVD and get some of that 2-way dialogue going
-identify the ebay-seller-rich environments and find how to create visibility there. perhaps outreach to events like yardsales and pawn shops with some free collateral
-post partial copies of his stuff on youTube- everyone like to try before they buy
-if he firmly backs his ideas, have a money-back guarantee. that’s always an impressive selling point
-“adopt a seller” and show that anyone can do it using his techniques
-consider infomercial – really. it’s the right audience and if his program works, why not. he has good presence.
-pull a PR stunt and do something like “sell himself for a day” on eBay to teach his skills personally
these are the ideas that come to mind given his offering and skills.
sean
Thanks for the input Sean! I had thought about infomercials but figured that would put me in deeper with the “get rich quick” guys since infomercials are generally about instant gratification as opposed to building a REAL business, like we all do. But, you may be right. There have been some major successes that have come from the infomercial platform that have done it tactfully. I’ll give this some thought. And – I am going to be a panelist at the eBay convention this year (was last year too but wasn’t selling anything yet!), so I’ll get some great exposure in front of my audience this coming June!
– Corey
Another good PR strategy is to show your skills for a good cause. For example, you could set up something with the Salvation Army, or other similar institution and help them put for sale some of the donations they receive on EBay – win-win situation.
A couple other strategies to differentiate yourself:
1) Customize your ‘course’ for a specific segment. For example, stay at home moms (similar profile to the active Avon/Amway reps) which look for a way to grow and succeed by learning and working. That way you can also build a community to support that effort
2) Target a new audience none of the other ‘gurus’ target. For example, (even though I’m biased :), what about creating something for the Hispanic community. Most information and tools (including EBay itself) is all in English. You could design a step-by-step fool-proof process for that audience so they can follow along and you can become their ‘consultant’ – I’ll be more than happy to help you in that area
– Eduardo
video testimonials of his clients success, down to earth, documentary style, host on youtube. that’d catch my attention.
Hi Corey,
You have a great story and you have a lot of things going for you. You’re young, you’ve written a book and have made a lot of money in a short time. Not to mention that it sounds like you truly want to help people.
If I were you, I would find out what your target market reads and take the journalist out to lunch. I would offer yourself as a reliable source for other stories as well. In other words, help the journalist make their deadlines and down the road they may need your story. I would pitch your story to the local television stations and then send copies to the today show and others that have many slots to fill. Also, blog and twitter! This will help with the trust factor.
Ill keep my eyes and ears open and if I hear that someone is looking for a story like yours, Ill refer them to you or Francine.
All the best!