You’ve probably gotten the advice to find a hungry market. Many people assume a hungry market means people are in pain and hurting, seeking solutions. And that’s often true when you are service-based solopreneur.
But sometimes your buyers aren’t in pain. They’re not desperate except maybe in their own social world. But they’re still hungry.
I call these two markets the tire store and the cook book. A lot of marketing advice focuses – rightly – on the tire store model. I’ve written myself, “People won’t hire you unless they have a problem.”
But sometimes the problem doesn’t feel very problematic. It’s not painful. The buyer has everything she needs…but she wants mor.
One market always wants “just one more” and the other wants “just one – right now.”
The Cookbook Market
Remember the potato chip commercials that teased us about eating just one — and stopping? This business model targets customers who will always want “just one more.”
People who are into cooking rarely own just one cookbook. They have dozens and they’re always buying more. They also buy cooking accessories. Their friends give them cooking gadgets for birthdays.
They look for stories to help them learn something new. They can never lean enough about cooking. Or they just decided to add Thai to their repertoire. So they buy half a dozen more.
With these buyers, you can get to be more personal. They’re often curious about you, the seller. After all, they’re looking for a reason to buy yet another product. “I’ve never seen theirs before” is as good a reason as any.
You know you have a cookbook business when your market keeps buying more and more products in the same category. Cookbook businesses include quilting, knitting, teddy bears, dogs (ever meet a dog with just 1 toy? Either zero or too many – I had 4 dog beds for 1 dog), golf, and yes, Internet marketers. A lot of people keep buying information products.
The Tire Store
When was the last time you visited a tire store? I bet you weren’t “just looking.”
Customers buy tires to replace flat or worn-out tires. They rarely browse around a tire store on a lazy Sunday afternoon. They rarely comparison shop. They buy because they’re actively seeking solutions. Sometimes their need is urgent; sometimes they’re just planning for the inevitable
Tire store businesses target customers who think their business is failing, seek solutions to embarrassing personal problems, can’t seem to lose weight, want to save a failing relationship and/or just received a diagnosis of cancer or diabetes.
Customers look for stories to convince them that your offer solves their problem. They’re interested in learning more about you – but only to reassure themselves that you can and will give them what they need, consistently and reliably.
So what’s your business – cookbook or tire store? Do you have a portfolio of stories consistent with your position? If you’d like to fine-tune your positioning, strengthen your message and begin writing stellar copy … let’s start with a Strategic Intensive. It totally changes your perspective. Click here to learn more.
You’ve probably gotten the advice to find a hungry market. Many people assume a hungry market means people are in pain and hurting, seeking solutions.
Actually, you have access to two types of a hungry market: the cookbook and the tire store. One market always wants “just one more” and the other wants “just one – right now.”
The Cookbook Market
Remember the potato chip commercials that teased us about eating just one — and stopping? This business model targets customers who will always want “just one more.”
People who are into cooking rarely own just one cookbook. They have dozens and they’re always buying more. They also buy cooking accessories. Their friends give them cooking gadgets for birthdays.
They look for stories to help them learn something new. They can never lean enough about cooking. Or they just decided to add Thai to their repertoire. So they buy half a dozen more. They’re often curious about you, the seller. After all, they’re looking for a reason to buy yet another product. “I’ve never seen theirs before” is as good a reason as any.
You know you have a cookbook business when your market keeps buying more and more products in the same category. Cookbook businesses include quilting, knitting, teddy bears, dogs (ever meet a dog with just 1 toy? Either zero or too many – I had 4 dog beds for 1 dog), golf, and yes, Internet marketers.
The Tire Store
When was the last time you visited a tire store? I bet you weren’t “just looking.”
Customers buy tires to replace flat or worn-out tires. They rarely browse around a tire store on a lazy Sunday afternoon. They rarely comparison shop. They buy because they’re actively seeking solutions. Sometimes their need is urgent; sometimes they’re just planning for the inevitable
Tire store businesses target customers who think their business is failing, seek solutions to embarrassing personal problems, can’t seem to lose weight, want to save a failing relationship and/or just received a diagnosis of cancer or diabetes.
Customers look for stories to convince them that your offer solves their problem. They’re interested in learning more about you – but only to reassure themselves that you can and will give them what they need, consistently and reliably.
So what’s your business – cookbook or tire store? Do you have a portfolio of stories consistent with your position? If you’d like to fine-tune your positioning, strengthen your message and begin writing stellar copy … let’s start with a Strategic Intensive. It totally changes your perspective. Click here to learn more.