There is a question all successful marketers must ask themselves, if they want to be rich and successful.
These five simple words can make the difference between rip roaring success and miserable failure.
That question is: "What am I really selling?".
Don't put another pixel on your web site, until you've really figured out the answer. And, to show you how powerful this concept is, think about this.
A century ago, the railroads dominated mass travel, but, today, the jet plane is king. Yet how many railroad companies diversified into the airline business? Exactly!
Why is that? Because they didn't ask the question: "What are we really selling?". If they had lifted their eyes to the far horizon, they would have realized they were not just selling railroads -- they were selling mass transport.
Had they had this vision, their business would now encompass boats and planes as well as trains.
In the automobile industry, Henry Ford's famous slogan: "You can have any color, as long as it's black", gave him an early stranglehold on car sales. You see, Henry F had asked the right question: "What am I really selling?" and came up with a pretty good answer: "transportation".
Sometimes stiff competition proves to be the grit in the oyster that produces the pearl. So Ford's rivals asked the same question and came up with a different answer. They decided they were really selling "prestige" and found many people, who wanted to be different to their friends, were willing to pay more for the kudos of owning a car more stylish than the basic Ford. This allowed them to compete successfully with Ford by identifying a different market. Cars may be made by robots, today, but these two concepts still drive the car market.
So what are you really selling?
Copyright 2006 Paul Hooper-Kelly and http://www.InternetMarketingMagician.com
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