Last week, by chance, I stumbled into a really simple statement that was a break-through concept for me. We tend to make Internet Marketing too complex, but it's actually quite simple.
FIND A MARKET that is easy to reach and then find a need in that market that you can fill. This is the easiest path to success and almost EVERYONE OVERLOOKS IT!
Most of us market backwards. We start with a product, then target an existing market. That's all wrong and it doesn't work well on the Internet.
We are accustomed to broadcast mediums like television and radio. They broadcast their message to everyone in order to reach a few. 99% of their advertising dollar is spent to reach a percentage market.
The Internet is a pull medium. Your customers must find you. Usually they find you by typing a keyword or phrase into a search engine. The search engine looks for websites that match your potential customer's request.
The Nature Of A Vacuum
Marketing works best in a vacuum. This is true because it's the nature of a vacuum to fill itself. It follows that if you can identify an unfulfilled market that is easy to reach, you can attract more customers.
Successful marketers take advantage of this physical law of nature. They find or create a vacuum by identifying and first understanding the market and the desire.
Through understanding of the nature of a vacuum. we develop our marketing, then our product.
This concept makes marketing so much easier. All we need to do is identify a vacuum and the forces of the universe work WITH us to fill it.
People Get What They Want
A successful car salesmen will identify your desire first, then find the car that matches your desire AND your pocketbook. Real-estate sales people find the home you want and can afford, then help you buy it.
This understanding solves the biggest obstacle in marketing "the unwilling buyer". We are all willing buyers to buy what we want.
Sometimes we don't have all the things we need because we want other things more. We get the things we want most. If we want something enough we will find a way to afford it. All a good marketor must do is understand the desire and make the product that satisfies that desire.
We always can find a way to get what we want if we want it enough.
Find A Untapped Market
A friend of mine realized that mountain climbers and outdoor outfitters needed an easy way to identify their climbing equipment from their client's equipment, when often the appearance and brand names were the same.
The problem was that the client's equipment would get mixed up with the equipment supplied by the outfitters and/or indoor climbing gyms. He developed a line of colored tape that could be used to color code anything.
http://www.identi-tape.com/
Something as simple as colored tape sells online because it solves an existing problem. He could have charged anything he wanted because no one else has a similar product.
Later all kinds of organizations found his website because they were looking for a similar solution. Now he sells to sound recording companies, schools, teams, and just recently he sold a major order to the US army who needed a way to color-code their equipment.
Our Goal
Rather then advertising a product all over the Internet we should spend more effort on the front end. We should find an untapped need or desire first, and then fill it with the right product.
The best type of market to target will consist of people who already want a product. It's much easier to find on-line if people are already looking for a solution to their problem.
While almost everyone would like to own a BMW, not everyone can afford to own one. You can't sell a motor home to the homeless because they are usually not qualified to buy one. Everyone wants a mansion on a hill, but not everyone can buy one. Our ideal market should be both willing AND able to purchase our product.
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