garyvaynerchuk.com

The best kind of value is giving people media they like to consume. Note that in this article, I’m going to use real-estate as an example, but this could apply to any local business! If you’re putting out a piece of information on Millburn, NJ every day, I can promise you that when someone shows interest and Googles it, your interview (because let’s remember that Google bumps YouTube in its search results) shows up first. Then, at the end of your great 5 minute interview about the local school district, there is a title card that says “Johnny McGee, Real Estate Agent #1 in Millburn, NJ.

If you’ve been selling $25 dollar handbags, and now you want to sell $200 handbags, you don’t want to market to your current audience, because they probably can’t afford it. But it’s very important for everyone to understand that, in this particular scenario, you may have to go out and find a new audience. If you can find someone who is big in your space, has a blog, or podcast, or another type of media with an audience, connect with them and turn them into a brand ambassador. But if you can keep the old products, as well market to new customers with your more expensive pieces, you’re winning.