When it comes to successful marketing, the biggest problem I see beginners making is focusing on WHAT they are going to sell. Sadly, this is generally a recipe for failure. And the bad part is, this is what makes the most sense. As the quote goes, “build a better mousetrap and the world will beat a path to your door.”
In some instances, this may be true. Some of the greatest inventions of our time were new ideas. From the combustible engine to the IPAD, there weren’t people asking for these things. If you asked someone what they wanted before the invention of the automobile, they wouldn’t say a “moving vehicle”… they’d want a faster horse because that’s all they knew.
So, there is a time and place for stretching your customer and changing the paradigm of their thinking. But, in general, you need to focus not on what your customer NEEDS… but instead on what they want.
Here’s the truth about marketing/psychology/life in general:
People don’t go after what they NEED… they go after what they WANT.
Sure, we buy things we need. Like toilet paper, tooth paste, and mouth wash. (At least I hope we all buy those things! 
But, most of these type products are bought based on price… not status. These types of businesses are “commodity based” models where ultimately competitors get into a bidding war and drive the profits margins down to 2 or 3%.
So, unless you want to sell basic “need” items for peanut profit margins – what else can you do?
The answer is easy…
Sell people what they WANT!
This is a terrible example, but unfortunately I’m going to use it. Have you ever had the displeasure of living with someone or knowing someone who was addicted to hardcore drugs? They would rather buy drugs than take care of their family, they’d steal from you just to get their next fix.
Reason is thrown out the window – they are focused only on one thing – what they want.
Now, I’m not saying you should go and sell drugs by any means!!
What I’m saying is this.
Instead of starting with WHAT you are going to sell… instead focus on WHO you are going to sell to. This makes life a whole lot easier. Take a look at what is already working, at what people are already buying. Then – sell that.
I know it’s not sexy or glamorous and it can be more exciting to dream up the next IPAD… but trust me, it’s pretty exciting when you see sales popping everyday in your bank account.
So, that’s where you need to start at. Decide what people want by doing proper Market Research. Use the Google Keyword Tool (google that term to find it) and you can see if people are already searching for your idea. And if they are, BAM – you’re onto something.
So many people look for the best internet marketing guru to help them start or grow their internet business. But the truth is, you don’t need a guru to get you there.
I’ve just made a discovery when it comes to opt-in rates and click through rates on my blog. This is part of my ongoing testing that I do to ensure my blog and internet marketing results are always up to par. I read a great report that talked about maximizing clicks on a website. It talked about how switching the sidebar from the Right side to the left side increases clicks across the board.
