Publisher's Synopsis
Want to make a fool of yourself in your business? If yes, raise your hand! Hmm. Of course there are no hands raised because no one wants to intentionally look foolish. So why take a chance and look clueless in your lesbian, gay, bisexual, and transgender (LGBT) marketing efforts?
There are 7 detrimental mistakes that are preventing you from selling to the $830 billion LGBT community, all of which are avoidable if you know what to watch for. Very few people get up in the morning wondering who they can offend throughout their day. Yet many people are doing so with prospective LGBT customers, and they simply don't realize it. This book teaches you how not to be that person.
Arm yourself with the best sales and marketing information focused specifically on the LGBT community, so you can turn your worry into a flurry of business activity and increased sales. This book will show you exactly which offensive phrases, expressions and questions to avoid in order to maximize your sales outreach.
Introduction: The primary objective of this book is to help you better understand who the lesbian, gay, bisexual, and transgender (LGBT) community is and how to effectively communicate to people within it. I encourage you to use the materials in this book as your beginners guide to appropriately communicating within the LGBT community. I share anecdotes, personal stories and tips I've learned along the way in my 8 years of working with the LGBT community.
The intention of this book is to provide you with the correct approach to doing business with the LGBT community. You will see many recurring themes throughout, such as how important it is for you to understand why the community is important to you and how you can parlay that knowledge into your marketing messages; being able to admit when you've said something inappropriate, apologize for it and move on; and finally, if you are going to do this, you must be authentic and transparent.
All of the money in the world will not buy you the trust of the LGBT community, which is the key ingredient to a successful marketing outreach plan.Whether you are a business owner who is an ally to the community or you are LGBT yourself, you will find something of value in this book. The stories, advice and guidance within this book stem from personal experience and one-on-one interactions I've had with people over the last 8 years, many of whom would likely be your target audience.
There is no one-size-fits-all approach when it comes to the LGBT community, which you will quickly learn. Because of this, you may find different avenues to success in your business. If you do, hurray! I hope you'll consider sharing your success stories with me by e-mailing me at [email protected]. I do this work for you, so I truly hope you enjoy this book. Happy reading!
Testimonials"In perfectly clear and understandable words, Jenn provides invaluable advice for anyone seeking to successfully reach the LGBT market. She stresses the need for authenticity in tone and intent from her reader, but she always does it with care and a touch of humor. This is literally "LGBT GPS" for any serious, committed marketer."
- Lynn Taylor, President/CEO, Keiler Advertising
"You'll want to read this engaging book more than once. Through her personal insight and professional expertise, Jenn has taken the mystery out of the LGBT market for anyone looking to increase sales. Jenn shows compassion and understanding for the reader, while expecting nothing less in return for the LGBT community."
- Mary Fischer, Financial Advisor
