GordonJ
December 7, 2017, 01:47 PM
95% of all money making efforts, boiled down and distilled to =
PROSPECTS, who are they, where are they, how to reach them, what to say to them, what are they supposed to do.
PROMOTION, the Intersection where a prospect meets the idea of the product, it could be the first of a few intersections...but it is the WHERE your prospects are at the time you want to intersect with them.
CUSTOMERS. You will get X % of prospects to become customers, then what?
That's pretty much it. Let's look at some examples. Gary Dahl and the Pet Rock. A short run fad which made Gary millions. By design.
Who were his prospects? You and me? NOPE, he knew better. Between April of 1975 and June, Dahl perfected his idea, his sample product, his suppliers and created the box, the manual. His PROMOTION was to be at the San Francisco GIFT SHOW in Aug. He had a planned and co-ordinated approach to his marketing. He targeted up scale retailers, sent out scores of press releases once he got a couple of orders...and when Neiman-Marcus picked it up and NEWSWEEK ran a story, the frenzy began.
Between Oct. of 1975 and Feb. or 1976, about a million and a half were sold, a run of less than a year from CONCEPT TO COMPLETION.
Dahl KNEW his real prospect, it wasn't you and me the guy looking for a gag gift, it was the BUYER from the retailers, that was his customer.
There is a lot to be gleaned from the Pet Rock story, but from a $$$$$ making point of view, even short term money making projects follow the PROSPECT-INTERSECTION-PROMOTION "formula".
Yet what do we see every day? Pick a place, it doesn't matter, but you will find:
I just finished my product, now what?
I started a blog, now what?
I have spent a year developing my course, now what?
The BIG what of it all translates to; how do I get customers.
Well, instead of being the after thought for so many would be Entrepreneurs, I have long advocated you START WITH that.
WHO is your customer, why would they want/need your thingy, where will you find them, what will you say/do/show so they become a customer.
When Dahl was writing his booklet and designing the Pet Rock in the early months of 75, he had a very CLEAR VISION of who his customers were, those stores which would buy THOUSANDS at a time.
We can do a lot of these type of case studies, but let's make it about YOU, OK?
In 2018, WHO will you be targeting and HOW do you plan to turn your prospect into a customer?
OR, you can do what 90% do, go ahead, create/acquire YOUR product and come back and ask; NOW WHAT?
Gordon
PROSPECTS, who are they, where are they, how to reach them, what to say to them, what are they supposed to do.
PROMOTION, the Intersection where a prospect meets the idea of the product, it could be the first of a few intersections...but it is the WHERE your prospects are at the time you want to intersect with them.
CUSTOMERS. You will get X % of prospects to become customers, then what?
That's pretty much it. Let's look at some examples. Gary Dahl and the Pet Rock. A short run fad which made Gary millions. By design.
Who were his prospects? You and me? NOPE, he knew better. Between April of 1975 and June, Dahl perfected his idea, his sample product, his suppliers and created the box, the manual. His PROMOTION was to be at the San Francisco GIFT SHOW in Aug. He had a planned and co-ordinated approach to his marketing. He targeted up scale retailers, sent out scores of press releases once he got a couple of orders...and when Neiman-Marcus picked it up and NEWSWEEK ran a story, the frenzy began.
Between Oct. of 1975 and Feb. or 1976, about a million and a half were sold, a run of less than a year from CONCEPT TO COMPLETION.
Dahl KNEW his real prospect, it wasn't you and me the guy looking for a gag gift, it was the BUYER from the retailers, that was his customer.
There is a lot to be gleaned from the Pet Rock story, but from a $$$$$ making point of view, even short term money making projects follow the PROSPECT-INTERSECTION-PROMOTION "formula".
Yet what do we see every day? Pick a place, it doesn't matter, but you will find:
I just finished my product, now what?
I started a blog, now what?
I have spent a year developing my course, now what?
The BIG what of it all translates to; how do I get customers.
Well, instead of being the after thought for so many would be Entrepreneurs, I have long advocated you START WITH that.
WHO is your customer, why would they want/need your thingy, where will you find them, what will you say/do/show so they become a customer.
When Dahl was writing his booklet and designing the Pet Rock in the early months of 75, he had a very CLEAR VISION of who his customers were, those stores which would buy THOUSANDS at a time.
We can do a lot of these type of case studies, but let's make it about YOU, OK?
In 2018, WHO will you be targeting and HOW do you plan to turn your prospect into a customer?
OR, you can do what 90% do, go ahead, create/acquire YOUR product and come back and ask; NOW WHAT?
Gordon
