Once you’ve established yourself as the “prime source” for what your prospective customer/target market wants (see Part 1), the next step is getting what they want.
Having made the decision to do so, the next question is: “How do you get that ‘thing’?” The answer is to begin conducting research–both on and offline.
Begin with your online research. By all means, use the major search engines. But also get into their heart and head by frequenting forums, Facebook groups or anywhere else online that they hang out to discover their hurts and hopes. Find out the websites and blogs that cater to their interests. Subscribe to the blogs and newsletters that they are reading.
While we’re on the subject, here’s a powerful but little-used secret I’ve discovered: Check out the newsletter or blog’s Archives, if it’s available. There you’ll find helpful tips, resources and articles that will help you while teaching you what you need to know about the subject of your research.
But don’t stop there; do your own online search to find additional sources to compile or create the specific information product your target market wants.
Now it’s time to move on to offline resources. (Most people don’t do this step).
What do I mean? Go to your local library or to one in a large city or at a college and do some good old fashioned research like you had to do for those high school and college papers (yes, you can use your laptop!) Take notes on the information you find in books, magazines and reference materials as you continue finding or assembling information about your topic. –And don’t forget to read the trade journals as well.
Right about now you’re probably thinking something like, “Why would anyone go through the effort to do these things?” The answer is because you’re on a mission! You are going to become the authority on solving the very problem your research shows that your hungry market is begging for someone to help them fix!
Better yet, thanks to your diligent research on behalf of your target market, you’re going to discover the experts who are the recognized authorities in their field. Once you’ve done this, you’re going to contact them with an offer to help them get some free exposure to their audience by allowing them to contribute to your solution through sharing their expertise.
This could be achieved by a questionnaire, an interview, a special article or report written specifically for your product . . . The bottom line is that you want to take all of the necessary steps to create the best possible product that contains the information necessary to best solve your target market’s problem.
But you’re not done yet; you see, product creation is just one part of “giving them what they want.” Once you’ve finished your targeted problem-solving product, it’s time to write a killer sales letter.
Now before you start telling me that you couldn’t write your way out of a cardboard box, let me finish. You’re going to write that letter as if you were the very person for whom your product was intended! This should be a walk in the park for you because, with your research at your fingertips, you already know what they’re thinking and feeling.
Talk to that person–just like you were right there with them–that you really do understand their frustration with this problem (and prove it by using their words!) Also, tell them that you have exactly what they need to solve that problem—and that your solution was created just for them.
How do you do this? By telling them you not only have the solution they want, but you’re also providing it the way they want it, packaged as an e-book, in digital audio or video, as a physical product or an online course.
Will this take a lot of time, sweat and effort? You’d better believe it!
But if you do choose to go this route to obtain online wealth, the pay-off is two-fold.
First of all, you’ll find out that Zig Ziglar’s quote, which is the basis of my marketing philosophy, really is true:
“If you help enough people get what they want, then they will help you get what you want.”
Then second, and just as important, you will be among the select few marketers who truly understand how to successfully tap into the greatest source of Internet wealth that’s never been seen!