Years ago, in approximately 2005, when I first began selling Feldenkrias stuff online, my idea was to break free from selling products as “Feldenkrais” and to go directly for what people were searching for online. For example, rather than selling ‘Feldenkrais TMJ Lessons” I would sell “Natural TMJ Relief” or “TMJ Exercises.” It was a great idea. But my skill set and understanding of online marketing were not strong enough. I made several attempts at selling “Drug-Free Back Pain Relief” and “Natural Back Pain Relief” but ultimately, the only thing that gained traction was Feldenkrais Back Pain Relief.
In the short term, selling within the “Feldenkrais” arena was a good move. It helped keep me afloat financially while I kept learning about programming, and internet marketing and sales. But you know what? For me, “Feldenkrais” is a rate-limiting term. It limits growth, awareness, and sales. Again – for me. It might be different for you.
So, with a strange mixture of having a heavy heart and also a sense of excitement, I am launching my next “mini product” with Feldenkrais as a tag line. I won’ tell you exactly what I will be launching, as I am not quite sure. But to give you an example: “Back Pain Relief, Using Feldenkrais Principles.”
I think perhaps it is better to gain traction in a larger market than to gain traction in a smaller market. Especially one with a very slow rate of growth.
Just some thoughts for now. As usual, I write and publish this stuff as an aid to my thinking and action. Your mileage may vary.
Update September 27th, 2020: My initial idea that it is”better to gain traction in a larger market than to gain traction in a smaller market,” was incorrect. It is easier, cheaper, and more efficient to gain traction in the smallest market in which you can make a difference and impact. You start small, become an important player, and then grow from the base of stability that you have created. You want people to be actively searching for a solution that you have. And when you are in a smaller market, they can more easily find you and learn about you. And because you are actively trying to help them and learn about them, you are more likely to have THE solution that they need and want.
Come visit me at my new home https://www.ryannagy.com/