This is a YouTube video titled "#244: The Power of Exclusivity" published in July 2024. It features Ed Gandia hosting the High Income Business Writing Podcast, where he shares a solo episode discussing the concept of exclusivity in business, particularly how writers can increase demand and income by maintaining high fees and a booked schedule. The content is a monologue aimed at business writers and copywriters, providing practical advice and insights.
Welcome to the High Income Business Writing Podcast, helping you propel your writing business to a whole new level. And now, here's your host, Ed Gandia.
Hey there. Welcome to the High Income Business Writing Podcast. I am your host, Ed Gandia, and this is the podcast for business writers and copywriters who want to earn more and less time doing work they love for better clients. This episode is a little different and much shorter than usual rather than my typical 45 minute format. Today I'm sharing a quick tip with you and this is part of the regular audio insights that I publish for my private coaching clients. I just thought you'd find it helpful. So here we go. I hope you enjoy it. Have you ever been to another city and had the most amazing treat, say, the best cupcake ever, or the best pizza, or the most amazing barbecue? Of course you have. We all have. And I bet a thought that crossed your mind was, I wish I could get that treat at home. The people who live here are so lucky. Well, there's actually a website that makes that happen. It's called Gold Belly, and they focus on giving you overnight access to some of the most amazing food from all over the U.S. here's just a sampling. Fresh bagels from Essa Bagel in New York City. Deep dish pizza from a number of places in Chicago, including Geno's East. Donuts from Stan's Donuts, also in Chicago, which, by the way, has the most amazing donuts on the planet. Pork ribs from Central Barbecue in Memphis. Alaskan king crab legs from Pike Place Fish Market in Seattle. Pies from Travers Pie Company in Traverse City, Michigan. And the list goes on and on and on. We're talking hundreds of options from some of the most amazing culinary spots in North America. Now, it's not cheap, but if you want that slice of pizza from Brooklyn and you need to have it now or tomorrow, they can make it happen. Browsing the Goldbelly website got me thinking about what makes this concept so attractive. You have a donut at Stan's in downtown Chicago. It's the most amazing thing ever. And a few weeks later, when you're sitting around sipping coffee at home, you wish you could just make a quick drive to Stan's and pick up a couple of donuts. We've all been there. But why does this happen? Why do we crave what we can't have? The reason is simple exclusivity. I would love to have a slice of pizza from Grimaldi's in Brooklyn, but that's the emotional side of me. The logical side, when I let the logical side into the conversation, says that, you know what? I can get the very same or very similar pizza not too far from my house. Now, sure, it's not under the broken bridge like Grimaldi's is. It's not the same experience for sure, but it's close. Or close enough. In fact, we have a pizza place here in town that many New Yorkers swear is as good, if not better, than what they can get at home. Not only that, but you know what's interesting? There are plenty of places where I live that out of towners go crazy over and then dream about later once they're back home. And yet I don't go visit those places. I know they're amazing because they're here, they're local, they're accessible. I rarely go. The grass is greener on the other side, isn't it? Our nostalgic brains tell us that it's not the same though. That the only way to get what we want is to go back to Brooklyn, or back to Chicago or San Francisco or Seattle or place an order of Gold Belly. Why? Again, because exclusivity. Since we can't have it, or at least not easily, we want it more. So what does this have to do with your business? One way you can be in greater demand as a writer and content marketing professional is to be more exclusive. And two ways you can do that is to first, raise and maintain high fees. And second, be and stay book solid. Most of the time, higher fees and a packed schedule give you a higher income, which in and of itself is a great thing. Right? So that's the obvious immediate impact. But the biggest reason to charge more and stay booked solid is the exclusivity this creates, which has a domino effect. So interesting. That leads to greater demand for your services, which leads to even higher fees and income. Now let me be clear. I'm not suggesting you lie about your availability. Not at all. I'm also not suggesting that you raise your fees to a level you couldn't possibly quote with a straight face. You have to be able to quote your fees confidently. But I argue that one of your business objectives should be to develop and maintain a certain level of exclusivity, because exclusivity can quickly become the lead domino that makes so many other great things happen in your business. Alright, so I'll leave it there for today. I have to run and place an order for some lobster rolls from the Clam Shack in Coastal Maine.
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