Celebrate LGBT Pride 2017 with a new book: “Beyond the Rainbow” by Jenn T. Grace

Jenn T. Grace, author of “Beyond the Rainbow” and three other LGBT-themed business marketing books

Check out Jenn’s Amazon.com page and order her book after reading this blog!

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This month, one of the world’s leading LGBT (Lesbian, Gay, Bisexual, Transgender) marketing experts, who I have known for over 5 years, has released her fourth book, “Beyond the Rainbow,” which ties together much of her previous knowledge to present a holistic approach to maximizing effectiveness within the LGBT market place.

After reading an early version, I provided this short summary review, “From being IBM’s Global Corporate LGBT Diversity Manager to now running my own boutique diversity consulting firm, I get the importance of understanding both the LGBTQ marketplace and workplace. Jenn T. Grace’s latest book, “Beyond the Rainbow,” which uniquely combines practical business strategies and poignant personal stories, is the ideal read for business leaders from small entrepreneurships up to Fortune 500 global mega-companies for launching or growing their LGBTQ marketing efforts.”

What is so special about this book is that it is quite interesting and fascinating. Instead of presenting a bunch of dry facts and strategies, Jenn shares much of her journey as an LGBT professional and marketing guru with interspersed stories and experiences that make you want to turn to the next page.

Celebrate LGBT Pride Month by buying and reading Jenn T. Grace’s latest book!

Some of the key principles in the book (and do buy it so you can read all the details) include:

• The importance of assuring that your motivation for reaching out to the LGBT market are good and that you back up your sales efforts with personal actions and business strategies that are sincere and authentic.

• The importance of allies, and that allies too can lead efforts to sell to and engage the LGBT market.

• There is a respectful way in which to engage the fast growing transgender community. The book provides a good primer on terms and definitions within the trans area.

• The importance of all people in an organization being trained and knowing how to respectfully interact with LGBT people. (My recent blog “Three Key Lessons from a Diversity Mishap” reinforces this key point.)

• Finally, with the recent sting of the killings at the Pulse Nightclub in Orlando, Jenn addresses dealing with adversity and the importance of supporting a community in times of tragedy.

So get your copy today! Link to Jenn’s page on Amazon.

Investing in 2014 – Part 2 of 2 – Opening Up a New Market!

In Part 1 of this series, Investing in Organizational and Personal Career (link) I explored the need to focus on career development both within your organizations for all your people as well as for your own personal growth. In addition I introduced a new affiliate relationship and featured links to two interesting articles on the web – on why people hate their jobs and career and financial advice for young professionals. Link to last week’s blog to get caught up on this topic. Now looking ahead to 2014, part 2 of this series is about opening up new markets in 2014, and I want to propose a focus on one of the fastest growing and most dynamic segments, the LGBT (Lesbian, Gay, Bisexual, Transgender) market.

Are you prepared to serve this two lesbian customers with dignity and respect?

Are you prepared to serve this two lesbian customers with dignity and respect?

Just looking within the United States alone, many diversity market place studies place the LGBT disposable income at between $700 – $800B! Even though the number of LGBT people may be smaller than numbers of Asians, Blacks or Hispanics in the US, the disposable income is in the same range. The primary reason is that at least for now, a smaller percentage of LGBT people are raising children (which costs a whole lot of money), which provides more money available for other purchasing decisions. Maybe you should plan to expand into this market in 2014!

One other very important point about the LGBT marketplace is that it is frequently more “brand-loyal” to companies that reach out to them and treat them with respect, and more “brand-punishing” to those companies that do very little to recognize the LGBT community or that even treat them negatively. It seems that on a monthly basis, there is some company that is highly publicized for a misstep with the LGBT community, or one that has done something very special to support the community.

But it goes beyond just the end-consumer! This LGBT market discussion is also important to consider in B2B (or business to business) interactions. Companies that primarily sell to other companies need to be acutely aware that key decision makers they are calling on could be LGBT or strong supporters. Plus an increasing number of very large firms look at potential suppliers’ diversity policies as part of their buying criteria. And many include LGBT-owned businesses as part of their supplier diversity mix and are corporate partners of the NLGCC (National Gay and Lesbian Chamber of Commerce.)

I am now an affiliate partner of LGBT Marketing and Communications expert Jenn T. Grace, offering "How to Authentically Market to the Gay Community"

I am now an affiliate partner of LGBT Marketing and Communications expert Jenn T. Grace, offering “How to Authentically Market to the Gay Community”

Through my consulting practice, I can assist you in your LGBT corporate diversity strategy and training; take a look at my services (link) and also take my 13-question GLBT Diversity quiz to see how your organization rates as LGBT-inclusive.

And now through an affiliate partnership with Jenn T. Grace – you can gain the marketing and communications expertise via the “How to Authentically Market to the Gay Community.” Check out the details on my affiliates web page (link) or to start now, link to Jenn’s free introductory video series.

I am hoping to see the economy to continue to improve in 2014, but in addition to growing with that wave, don’t you want to grow faster than the market? Consider a special effort to court and win LGBT business in 2014!