The New Economy

I just listened to John and Tug’s latest American Copywriter
podcast (Podcast #35). They got on a rant about the new economy and gave a very telling
example of how things in our world are shifting…quickly.

37 Signals the software developers of web-based programs
like Backpack, Basecamp, Writeboard and more, have written a new book called
Getting Real. The book is a "how to" manual describing in detail how to build a
web application.

Now, I don’t know much at all about web applications. But I do know a little about the book business. 37 Signals did NOT get an agent to rep their book to publishers.
They did NOT print out multiple copies of their manuscript and stuff them in
big manila envelopes and mail them out to publishers. They did NOT tuck their
manuscript under their collective arm and go to New York door-to-door trying to get a book
deal.

What they DID DO was type up the manuscript in Microsoft
Word, converted it into a PDF format and hung it on their web site. They made
it available for download for $19.00, while offering a few sample chapters for
free. That’s all they did. That’s it.

Did it work? They made $33,000 in one day. Yes…$33,000…in
one day. That’s over 1,700 copies sold with no publisher, no agent, no PR
machine, no talk shows or billboards. Just great, valuable, relevant content
offered at a fair price…direct to the consumer.

Yes sir…it’s a new economy and the dinosaurs of business,
marketing, publishing, media, and even the church are going to be left in
the tar pits unless they are able to adapt.

What is it about your business or your marketing or your
ministry that has to change? What are you waiting for?