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For example, until you've targeted a specific market of prospects, how do you know what to sell? And You most definitely have to sell.
Something has to go from you to a buyer with a positive cash flow attached to
that something's behind...
Or you're not really in business, are you?
You could truthfully say: "If you're not spending your time selling, You've got a hobby... Not a
Business!"
If
you're selling consumer goods/services in the brick & mortar, offline world,
your business location is of prime importance.
After all,
you wouldn't expect working Moms to feel good about
dropping their kids off at your daycare center, if it was located next
door to "Smokey Joe's Topless Tattoo & Bottomless Exotic Massage Emporium"
would you? I mean, I have no desire to see Smokey Joe topless, and don't
ever wanna think of ole Smokey bottomless!
On the other hand, huge businesses have been built starting out
of the trunk of a car. . . Or from an email address.
Although difficult, expensive and time consuming,
profitable businesses have been built on the strength of a good, but
un-tested product without an established market to sell the product to. It's been done.
But, more times than not, the owner/developer of the new product, or service, runs
out of money before they can get enough customers for them to stay in
business.
Naturally, I'm not talking about a new brand of toothpaste here. I'm
talking more on the lines of the problems the first manufacturers of hot
tubs/spas had to deal with in their early days.
The early hot tub frontrunners almost all went bankrupt trying to educate the public on
the benefits of sitting in a tub with hot water blowing on your body.
The lack of their marketing success wasn't due to the product itself, but
because the spas were marketed to a niche without enough prospects to
carry the market... the niche the spa makers targeted were the 'swinger'
or 'hip' crowd.
Before all was lost and hot tubs fell by the
wayside, along came a marketer with a better plan...target spas toward the
niche market of baby boomers who wanted to feel better after their weekend
'warrior' jaunts
and their evening exercise sessions...
A savvy marketer realized these 'health-enthusiasts' were
doing activities chosen to make them feel like they were still 'cool' &
'with-it'. So what better way of finishing the visual picture than helping
prospects see themselves rewarding themselves in their personal hot tub
with a couple of their green-eyed friends?
Sitting in containers with hot water pulsating around your
sore muscles was sold as the perfect ending of the good feeling you got
from taking care of yourself.
In essence, these smart hot tub marketers targeted people who were already
buying products & services giving similar results as those the marketers
had identified as benefits of spa use.
This niche marketing strategy & message resulted in a thriving business
for spa manufacturers.
So the first rule of your business
is finding prospects with money you can sell to, right?
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Finding prospects to sell to: |
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Locate a group of proven buyers (prospects).
Identify what they're already buying.
Research whom they're now buying from.
What are the media & mediums they're now buying through.
Discover any problems your target market is experiencing from dealing with
their current suppliers.
Fix the problems. Or add value to existing & similar products/services.
Take the message of your unique selling benefits to your target market.
Market your message through the same mediums they're already used to
buying through.
Once you've gained a customer, make customer service your # 1 unique
selling advantage.
Identify more products & services your new customers are already buying,
or find products/services they're likely to want...
And let your happy, satisfied customers know they can get them from you...
Ideally, you'd like to sell using your own unique
marketing methods and personality. On the Internet,
this concept is often called "branding" yourself. Branding is
usually a good idea.
But, don't brand the products and services you sell.
Instead, brand yourself so you can keep re-selling
new items to
existing customers and to your new customers as you find and develop new niche target markets
of buyers.
Three well-written books about branding yourself:
-
My personal pick is "The Obvious Expert" written by my Friend Elsom Eldridge,
Jr. and his son, Mark L. Eldridge. You can get a copy at his web site:
http://www.Obvious-Expert
"The Personal Branding Phenomenon" by Peter Montoya,
Tim Vandehey and Paul Viti.
"The Brand Called You" also by Peter
Montoya and Tim Vandehey.
You can get #'s 2 & 3, at:
http://www.half.ebay.com or at:
http://www.amazon.com
'Branding'
aside,
Until you've identified a reachable, segmented market of proven buyers, you
shouldn't officially start your business.
After all is said and done, you're not in business until you're selling something at a
profit, are you? But, you
can't make a reasonable decision on what to sell, until you know who's
buying what, right? Hence, the bottom line will always be: to sell
anything... you FIRST need prospects, who have money they're willing to
spend, to talk to...
It's Your First Rule Of Doing Business! About the Author:
Edward "Mr Ed" Thorpe:
publishes 'OBG'
(Online Beginners Guide). 'OBG' is a generic business and life
principles publication. Readers say 'OBG' is
"Honest,
funny, sincere and different." To Subscribe and get a
complementary copy of his exclusive Report "Four Hurdles That Stop Most
Novice Internet Entrepreneurs From Making Money Online...And How To
Overcome Them...", send any email to:
mailto:obg@aweber.com Visit
Edward at:
http://www.onlinebeginnersguide.com
Attention Publishers:
You have permission to publish the above
article in your opt-in ezine or in your ebook. Your 2 restrictions are:
changes only permitted for formatting purposes and the above resource box
must be included.
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PS: While you're here, why
not start getting free delivery of my regular/irregular email
newsletter, "Online Beginners Guide"? Readers seem to like it,
perhaps you will too...
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Your
Privacy: I hate spam too. Your
private info will never be rented, sold or shared with anyone. You
have my personal word on it! ...Edward "Mr Ed" Thorpe: Publisher
"Not making as many online sales as
you want?" Perhaps you're making the wrong offers to the
wrong people! Learn more about market targeting:
Click Here |
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Talk to you next time.
Until then, may
all your failures be lessons
learned, and your successes runaway hits!
Peace,
Edward "Mr Ed" Thorpe: Lazy Dude Publishers Online Marketing Director
and Publisher/Editor of 'OBG'
"He who helps the most people - Wins!"
Disclaimer:
The information herein is presented without the
assumption of any liability whatsoever by the publishers
and the authors for the use of, or inability to
use, any or all, of the information within any references, resources, strategies
or methods, either implicit or implied, found
herein or at any other referenced source. Any example is for instructional
purpose only. As with any possibility, or
any opportunity, there is no guarantee of
outcome... i.e. use this information at your own
risk. All represented trademarks and service marks
are property of their respective owners.
Disclosure: Some of the links presented are
affiliate links whereby the publisher receives
financial compensation should a purchase of
product or services be made by clicking on said
links...
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