How You Can Find Fans For Your Natural Health Business
It's one thing to talk an energy drink on the world stage and try to sell it. It's another thing to offer it to a mom who has a tearful toddler by one hand and is trying to make it through the supermarket before her 2-year-old time bomb goes off.
You've got to sell it to the mom who's desperate to make it through the evening tasks...
A nurse who's working the night shift and doesn't like the caffeine jitters...
A rock climber who wants something that keeps him going but doesn't undermine the careful work he's done to build up his body's abilities...
You're trying to sell it to someone who will sit up and poke the person next to them and say, "Hey, they're talking to me!"
Clayton Makepeace, one of the most successful copywriters puts it in dire terms. He explains that you're looking for the people who are desperately looking for what you're selling. The people for whom to buy or not to buy is almost a life or death decision.
Marketing guru, Mark Joyner, describes it as finding the people who are red hot for your product. He advises, don't waste time marketing to the people who are so so on it.
As both masters point out, sure it lowers the size of your market, but the size of your market is not as important as your market's burning desire for the solution you're selling.
In one scenario, you may spend a lot of time and money to get in front of millions of people but only a few thousands will buy it. You may think - hey, let's go for the biggest market with this product that has the broadest appeal.
Having a huge list is not necessarily what will bring you the most revenue. Having a responsive list is what will.
Two Kinds Of Fans To Cultivate
Instead, build your fan base in two ways:
1. Focus on your products that are really special. Your big sellers, the ones that distinguish you, the ones your customers say they wouldn't go anywhere else for it.
Or simply choose a product for which there is less competition. It may be potentially a smaller market. But a market that is desperate for a solution that you offer.
2. Sell your products to the specific fan base you're trying to cultivate. Eventually you may add more niche markets to your list. But start off with a really clear specific prospect.
For example, sell your energy drink to nurses. Or focus your new skin cream on avid outdoorswomen in their 40's and older.
You may only get the attention of a few tens of thousands. But not only will they pay anything for your product, they'll talk about it to their friends and keep buying it from you... as well as anything else you have to sell them.
And then, better yet, you can sell your products that don't have groupies (like your good ole Vitamin D) to all these excited niche markets after they're hooked on the solution you offer they can't find anywhere else.