That assumes a need
 

You can have the best "sizzle" for a product ever written; something that will produce the urge to buy in 90% of the listeners... BUT... if you promote a $50 item to a group of people for whom $10/month is their average wage it doesn't matter HOW good the sizzle is, the fact is that they won't buy it (or the numbers buying it will be much smaller) and you've spent your wonderful words on a market where your efforts are going to be minimized.

Compare that to addressing the same Wonderful Words to a group of people with a six figure income. You get more return for your effort.

To me, that's the important part of marketing. I don't have all the time in the world and so I carefully target my products (comic books, as an example) to the group most likely to buy them. They, in turn, often spread the word to friends by passing the books along. If I include email and URL with them, a viral marketing effect takes place -- still among the target market (people who like comic books.)

Doing a "sizzle ad" to a group that knew me would get some results, even if what they know me for has nothing to do with the comic book (the curiosity factor.) But if I were to do the best ad for comic books (these are small press comic books, by me, nobody famous involved, not collectors items) to a group of nursing home residents, my returns would be thinner.

...and that's my reasoning. Maximum return for your limited marketing time. Yes, all markets could be touched with the right ad -- but because I have a very limited time, I pick and choose my targets.


The Five Minute Mentor

Selling sand to the eskimos, and ice in a desert....
 

Hi Mel, Gordon, and all....

Well.... I happen to agree with Mel.... :)

I think the target market (the "people") is more important than the "words".... I think if you have the "right" product for the "right" target market, even a bad selling job would probably do some selling.... But the "right" words and a "great" product, but to the "wrong" target market, and I think no amount of words might sell it (at least not ethically)....

Like selling ice to the eskimos, or sand in a desert - it's nice to talk about it, but in reality, it's the wrong crowd, and would be very tough! However, selling ice in a desert, or sand to the eskimos - now that could work much more easily! :)

Of course, in reality, both the target and the words are important! (Though we all knew that... :) )

Admittedly, I'm probably following the "conventional wisdom" here.... Many of us may know Gary Halbert's question - which has been repeated all over the place. The story goes....

If you were opening a hamburger stand and could choose one key to maximize your success, what would it be?

Most people answer.... Low prices. The best location for a burger stand. A hamburger recipe with 11 secret herbs and spices. A big happy burger eating clown as an icon.... And so on! ;)

Gary Halbert's answer, though, is.... a hungry crowd! Anyhow, that seems to be the "conventional" wisdom....

One thing which has struck me over the last few months is how important the "product" really is.... Sometimes, we're so focused on the "marketing" that we lose sight of the importance of having a great "product", that fits the needs of your target market.

In fact, I think having a great product, which your target market wants (and can't get already), is probably about half the battle....

- Dien Rice

P.S. I can't reveal too much here right now.... But Michael Ross and I have another new "project" coming out soon. Stay tuned for more details.


How does Michael Ross keep coming up with new stuff all the time? To find out, click here now....

Re: Selling sand to the eskimos, and ice in a desert....
 

I agree with Dien. This week I sold about $1800 worth of my old info products on eBay to the same guy in three auctions within hours of listing the stuff! He used the Buy It Now! feature.

While my photos and words were great, the buyer told me he couldn't believe his luck in finding "just what he'd been looking for" on his screen and couldn't resist buying them.

So, I got really lucky by having the one buyer with the need find my offers (regardless of sales pitch).

I have another set of products up for bid, not in this guy's interest area (unfortunately!) - we'll see if words work:-)

So, all of the above is great info, but my opinion is both sides must be worked - great sales materials matched at least to the vicinity of willing buyers.

Just my centavos.

Bob

And another thanks to Gordon,JDB, & Dien - Gordon for getting me interested in chattel/buying & selling, JDB for his introductory auction program, & Dien for his occasional postings about his eBay endeavors - made me get off my butt and DO something:-).

Meet My Needs .....
 

This is what I want:

A quality product, which meets my needs
at a certain point in time....

Dien I agree with you...what I'm finding
is when many people try to sell me something
they do not give me enough "information"
which meets "my needs"...it's not the "copy"
per se which draws me to buy...but it is
their ability to tap into my "preoccupation"...
If one has a good product how would I be
convinced to buy it if they do not have the
"words" to tell me so?....