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Found this posting on my hard drive, something I wrote probably a year ago. I refined it a little, but I should listen to what I say more often! Here goes…
It’s not in the title or your business name. It’s in the preview! Don’t hang on the name or even the ‘about us’ so much, focus on offering a preview that will captivate quickly what the visitor is after. So when you make that viral video or intro landing page, get straight to the point to your target market! If they bite, and they realize your product/service was even better than the preview, congratulations! It’s stamped ‘approved awesomeness’. You will quickly be forgotten if else.
Things that will make a Service/Product better:
Remember to test the flip side opposite of the above, as they will increase the chances of failure. Be sure to incorporate some of the above elements in features, philosophies that underlay the bidness operation, products, etc.
So…if it gives users what they truly need: <fill in black>, it’s gold! Probe for different elements of human desire:
This flash of intuition hit while playing chess, and I had to stop and write this. So when going to market, it’s an open field. Seems anything is possible. How do you know how to think, start, and go about winning?
There are two sides, two ways of thinking: offense and defense (in turn, Aikido – karate) Basically, in the market place out there:
The less competition you have, the more ‘offensive’ your position.
- in which then you are to setup traps for your target market.
The more competition, the more defensive you must be
- in which case, using their forces so you can gain from their moves (Aikido).
Successful adaptation to a company’s offering depends on an agile balance between their marketing campaign and product.
————————| Marketing Different | Marketing Same
——————————————————————————————-
Product Different | A | B
——————————————————————————————–
Product Same | C | D
———————————————————————————————
* : weak
* * * * : intense.
A: Success known: *
Expensive: *
Viral: * * * *
Imitators: * * * * (if successful)
Comments: Freedom, ideal. Risky, but worth it if the G spot for your market is touched.
B:Success known: * *
If successful: Viral: * * *
Expensive: * *
Imitators: * *
Comment: People will mistake your product as indifferent from compeition. Success is somewhat ‘hopeful’ assuming others are in your field, that there must be something here. But once your market realizes you’re actually different, your word of mouth ripple begins.
C: Success known: * * *
If successful: Viral: * *
Expensive: * * *
Imitators: * *
Comment: People will believe your product is different. Go with this if you have lots of other players in your field.
D: Success known: * * * *
If successful: Viral: *
Expensive: * * * *
Imitators: *
Comment : Sure thing, but every seems to be doing it. Given that your marketing is the same (ie: you’re reading a book from Trump on how to be a successful real estate agent), it’ll be tough. Breakout seems to happen when what’s realized is either a change in product or marketing. The imitator here has one star, how can that be if ‘all’ are doing it? Well, if the field is already saturated, there are already imitators who are your competition. Thus, imitators in this realm extends beyond what is already redundant, and applied to those looking for new ventures to embark.
In conclusion, we can make an observation that the more certain a winning venture, the more expensive it will be to see it’s fruit if you want to eat there. And the more unique and creative something, the greater the chances of success.