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'Easy' markets have
following three characteristics.
1)Easy to reach.
2) Have a burning 'need' for what you've got.
3) Have demonstrated through their past behavior, an ability and willingness to spend money on
kinds of things you plan to sell.
The closer
market you choose corresponds to this description,
'easier' your life will be.
The wrong way. Many entrepreneurs - beginners *and* experienced – get tripped up here. They create a product that they're sure
world will love. Or they hear that
Internet is a great marketing medium so invest in creating a super web site.
Both these approaches remind me of
old expression 'putting
cart before
horse.' The fanciest 'cart' on earth -
best product,
slickest web marketing campaign - won't get you anywhere without a good 'horse' to pull it. In contrast, with
right horse, you don't have to worry too much about
cart. Nature will take care of itself.
Richard Sears who started
famous Sears catalog and single-handedly kick-started
direct marketing and mail order industry over 100 years ago put it this way to a colleague once: "If it's
right offer to
right person at
right time, I can write it on
back of an old paper bag in crayon and it will sell."
That's how important picking
right market is. Now I'm not suggesting that you do your advertising on
back of old paper bags in crayon, but I am suggesting that you radically change your FOCUS.
By all means, continue to study marketing, but - starting right now, today - resolve to put at least half or more of your entrepreneurial time and energy into studying specific MARKETS. And while you're at it, look for 'easy' markets which means:
Groups of people who you can easily reach...who have a burning 'need' for what you sell...and who have already demonstrated
willingness and ability to buy
kinds of things you plan to sell to them.
I call it 'shooting fish in a barrel' marketing.

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