Looking for a great product to sell before researching and
selecting the market is the single biggest, and most fatal
mistake 90% of new entrepreneurs make.
If you want to guarantee failure for your project then you
can disregard this statement and go ahead with your
venture. You'll learn the hard way.
Isn't it amazing that the reason most people fail in their
business is right at the very beginning? It's like building
a house on a swamp. I've been there before. I just couldn't
wait to get started and I held on to the false belief that
if the product was good enough then it would sell
itself.....it never did.
The most important step you can take is finding a niche
market to target. You must identify a "group of people"
with a common problem who are easy to reach and actively
looking for a solution to their problem. You MUST identify
the niche before you can think about what product you're
going to sell to them.!
It's worth mentioning this again. "Identify a group of
people who are easy to reach and actively looking for a
solution to their problem"
Most people come up with a product they ASSUME people will
want and then they try to force it on the market, only to
be left totally bewildered as to why no one wants it!
There is another common myth in marketing that you just
have to meet people's needs. Well, there's a lot of truth
in this................ but here's the naked truth.
PEOPLE DON'T ALWAYS BUY WHAT THEY NEED, THEY BUY WHAT THEY
WANT
Try to find out what people want to buy instead of what
they might need.
Carefully define your target market as this is the number
one key to your online marketing success. Never try to
appeal to too many people, because it's a very expensive
mistake and you could kill your business before it even
gets off the ground. GO NICHE!
Case Study ' Sue Morris ' www.ThailandExperience.org
Sue Morris invited me to join her when she was struggling
to get her teaching organization off the ground back in
2002. I was backpacking around Asia at the time and I'd
just discovered that I'd lost ALL my money on the stock
market.......so I accepted.
Sue was running a teacher training program for young
graduates who wanted a gap year teaching experience in
Thailand. All new teachers must complete a 4 week TEFL
(Teach English as a Foreign Language) course before
teaching overseas, which was included in Sue's package. As
the market was saturated with TEFL course providers Sue was
having problems getting enough students to sign up even
though she was offering an attractive package.
Sue believed she had a TEFL training course with a job
package attached and was competing head on with the other
TEFL providers. When I asked Sue what her customers/clients
were really looking for, she said she "thought" her
customers wanted to work in, or take a TEFL course in,
Thailand but she wasn't sure.
I suggested that we run a one day telethon campaign to find
out for sure. We simply spent a day calling everyone on the
database and asked each one the Top Secret Magic Marketing
question that few people ever ask.
............................."What do you want?"
You'll be amazed at what you'll find out when you ask these
4 magic words.
We discovered a trend in what people were telling us. No
one mentioned anything about a TEFL course. Not once did it
come up. They all said they wanted to teach English in
Thailand, explore new cultures and travel around Thailand.
Of course the TEFL training course was part of the vehicle
to achieve this and they knew it, but it wasn't part of the
conversation that was going on inside their heads.
We devised a marketing campaign that was built around
"Teaching in Thailand" and "Experiencing Thailand". So by
not talking about "TEFL courses" or "working in Thailand"
as she had been doing, Sue increased her enrolments and
sales by 300% within 6 weeks.
So the moral of the story here which also applies to YOUR
business is:
"DON'T' GIVE THEM WHAT YOU THINK THEY WANT - GIVE THEM WHAT
THEY WANT"
Tap into the conversation that's going on inside your
prospects head and build your product, service, USP and
marketing campaign around it.
To your success.
----------------------------------------------------
Jimmy Krangol is becoming quite a buzz in the marketing
world. He specializes in teaching small to medium business
owners highly effective marketing strategies. He personally
coaches them and shows them the fastest, easiest path to
success. You can sign up to Jimmy's Free 7 day marketing
course "How You Can Make £4,297 Per Day Sitting at
Your Computer In Your Underwear" at
http://www.topsecretmarketing.com/courses
No comments:
Post a Comment