|
1) Targeting your market
Before becoming too attached to a particular idea just yet,
ask yourself a few questions about your potential market.
First of all, are there enough people in this market for you
to sustain an income from for quite some time? Is it a growing
market or a shrinking one? How easy is it to determine where
they are, what they are looking for and when? How hungry for
this kind of information are they? Will they always be hungry
for it, or will their demand be “on again off again”?
Do certain phrases or offers make them really go into a “feeding
frenzy”? Is your offer something that they won’t
be able to refuse? Will your offer make them want to take
a chance and try you out? Will they feel comfortable, confident,
and enthusiastic about your offer? Will they feel like jumping
at it without hesitation? Will your potential customer be
a willing and bold participant or only a coy and apprehensive
window shopper?
2) Creating an irresistible enticement
Next you need to find a way to offer your expertise in a way
that they can’t refuse. Make it a “no-brainer”
for them! Remove the feeling of risk for them as much as possible,
or at least make the apparent risk feel well worth it. Make
a guarantee about your offer. Make it a guarantee that you
are both able and willing to follow through on. Make your
customers go into a frenzy to get this information. Let them
know that the sooner they acquire your expertise the sooner
they will be able to implement it and benefit from it. Again,
it is important to remember when you are developing your ideas
for your information that there are no new or unique human
needs or desires. They always have been and always will the
same: God, money, sex, self-esteem, health, happiness, and
good relationships. Your information should appeal to and
meet one of these innately human needs/desires with the right
enticement at the right time!
The best way to create an irresistible enticement for your
customers is by differentiating your message from the message
of your competitors. This kind of differentiation was first
coined by an ad agency chairman named Ross Reeves in 1960.
He call it USP (unique selling proposition). Reeves taught
that every ad campaign must contain a specific and unique
benefit to the customer. It must possess a proposition that
separates it from the competition. This principle is still
being employed today because of its proven effectiveness.
Here are a couple of examples: Domino’s Pizza (hot fresh
pizza delivered in 30 minutes or less), Federal Express (overnight
shipping), and Miller Lite Beer (“less filling, tastes
great!”).
So, what is your USP going to be? Whatever you decide on,
it is going to have to set you apart from your competition
and make you different! Your product or information will get
lost in the vast oceans of competition without a way to stand
out!
How to develop a powerful USP:
Ross Reeves actually took the letters USP and turned them
into another helpful acronym for another trio words designed
to help us actually assemble our important USP. This time
the acronym stands for three crucial ingredients that all
powerful USP’s possess: 1) Ultimate
Advantage, 2) Sensational Offer, and 3) Powerful Promise.
1) Ultimate Advantage
2) Sensational Offer
3) Powerful Promise
3) Create Lifetime Customers
With only a few really loyal customers, you can build a truly
powerful and prosperous information based online business.
You only need a few thousand out of the millions and millions
of people out there. That’s all! If you have a thousand
people who are willing to spend $100 on your information in
a year, that’s $100,000 dollars in a year! If you find
1000 people who are willing to spend $1000 dollars a year,
you have created a million-dollar-a-year-business! All you
have to do is take fantastic care of your customer once they’ve
chosen you, and they’ll be with you for life!
Please remember that your online business concept or e-book
idea does not have to be absolutely perfect. It does not have
to be completely original. It just has to be helpful and beneficial
and then packaged and marketed really well. That’s not
so hard, is it?
|
