A Client has an amazing restaurant with home cooked food. I recommend a cookbook to her. She says no – “no one will come to my restaurant if I give away all my secret recipes” What mistake is she making?
Well there are several not to mention the mistake of short sightedness. Often in business we hold onto our treasured “secrets” out of fear of loss rather than looking at the all the potential gains from expanding our consciousness! There is nothing more liberating than growing as a result of having an open mind and an open heart. Here are some of the points to ponder in considering how to get your name branded outside of your brick and mortar business. It’s always great when we can learn from other’s mistakes! Enjoy!
1. So the first problem is that my client failed to see that she only had one income stream. Cooking food. Her income was solely based on trading hours for dollars which is a classic mistake many small business owners make. My recommendation is to create 3-4 additional streams of income with 1 or 2 giving her passive revenue. A cookbook will help her to make additional revenue in the restaurant and also on the web.
2. Although she has established an amazing following by having consistently great food, having a cookbook gives her an additional marketing tool that enables her loyal customers to continue the conversation about her food and restaurant long after they visit the establishment.
3. Out of towners may never be back again but the cookbook will help carry on the legacy. I visit a bed and breakfast once a year in Cape May New Jersey called Angel of the Sea and staying at this Inn is truly like Heaven on Earth! Years ago I purchased their cookbook however I only use it on very special occasions. I love recreating the warm feeling I get when staying in their Inn right in my very own home. Benefit to the Angel of the Sea – their brand continues to grow in my mind and in my heart!
4. Few people will actually use the cookbook enough for it to make a difference. In the information product world we know that statistically only a small percentage of folks will actually view materials purchased. In the case of a cookbook – for many it will serve as a keepsake. So the threat of someone not returning because they have access to her great recipes in almost irrelevant.
5. Her goal should be focused on creating an unforgettable experience inside the restaurant to ensure that her local loyals keep coming back. Good food is only one part of the equation.
6. Having a cookbook also lends instant credibility to the owner. Having products and books with YOUR name on them help to further establish your expertise in the eyes of the consumer. A book serves as an incredible calling card enabling doors to open that may not open otherwise!
7. Since this woman spends the bulk of her time behind the counter cooking, her perceived value is that of a chef. Having a cookbook instantly gives her name recognition and enables her to be perceived as a business person and not just a great chef. You might be surprised at the opportunities that could arise from this alone.
8. In the end – nothing can replace the experience of dining out or visiting your favorite hot spot. Just because I can make a breakfast soufflé or perfect scones thanks to the Angel of the Sea Cookbook, doesn’t mean that I won’t return again each year!
Kellie Kuecha is a marketing and branding expert specializing in women’s success. She is the CEO and Founder of The W.O.M.A.N. Club, Women that Win, Flow and Grow RICH, KidsBiz Academy and Women’s Wellness Society and a marketing and personal branding expert. Her journey into entrepreneurship began at the ripe age of 12 and she has been building businesses ever since. She has defied all the odds both in life and in business and has mastered the ability to turn adversities into advantages. She travels the world sharing her message and inspiring women to win in all areas of life! She is the mother of two young girls, Kayla and Karina, and has two bonus children, Brandon and Jason, who are all under the age of 12. All four children have their own businesses and are learning great lessons about the value of money, hard work and persistence. www.KellieKuecha.com