Repurpose

THE PRINCIPLE

Finding a new way to use an existing idea in a different context yields new value

Repurposing could also be called recycling – not for ecological reasons, but for profit. For instance, if you have written a non-fiction book, you could use basically the same information to create:

  • an audio book
  • a series of podcasts
  • a live workshop
  • a series of teleseminars
  • an educational video series or multi-media product.

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Naturally, you would need to ensure that there are no contractual issues with your publisher regarding exploiting the same information in a way that might compete directly with the book. In fact, most of these additional uses tend to be complementary. People who attend a workshop or teleseminar or hear a podcast or see a video series will be more likely to want to buy the book.

Another example: a friend of mine is a children’s entertainer called ‘Mr Squash’. How could he repurpose his puppet show? Some ideas that come to mind:

  • Make a video of his basic show and sell it at the parties where he entertains – kids love to see the same things again and again.
  • Record the actual performance on audio, including the sound of the kids singing along, and sell that on CDs to the parents of the kids who attended.
  • Make a storybook out of his show and sell that as a present that the hosts can give to the kids who attend their child’s birthday party.

As you can see from these two examples, the way to repurpose what you do is to consider all the additional media you might employ:

  • audio
  • video
  • print
  • live events, including workshops, lectures and teleseminars.

How many ways can you generate to make more money by extending what you already know and do?

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