Education and learning is vital if you want to succeed.
I regularly listen to several business and marketing podcasts to expand my knowledge and the other day I listened to one which outlined the easiest method of becoming the number one person in a niche or industry.
There is a reason that you should aim to position yourself as the number one person in your niche and industry…
And that reason is that you will make more money with relative ease.
When you are seen as the number one person in your niche and industry, it doesn’t matter if your products are not the best, or whether your marketing is less effective than other people’s or whether you have a mediocre sales team… you will still make more sales than the competition because people gravitate to you.
Microsoft Windows is hated by a lot of people and thought to be ‘clunky’ and ‘buggy, by many users, but it is still the number one operating system used on laptops and computers.
Their biggest rival is Apple, and their operating system is only available on their own Apple Mac computers and devices.
McDonalds and their Golden Arches are known by billions around the world.
Millions of people eat their burgers and fries each day… but there are far tastier burgers being sold in numerous food outlets around the world yet McDonalds has the ‘pull’ because people know who they are, what they get when they buy.
Google is the biggest search engine in the world and is the first place people go to because… well you know, ‘Google it’.
Is it the best search engine? Probably not, but it is the one most people use.
Google has become synonymous with the term ‘search the internet’.
The phrase ‘Google it’ is now part of everyday English and used whenever people are talking about finding out information online.
Now that is what you call ‘positioning’!
Apple’s now discontinued iPod was the same.
When portable MP3 players were introduced to the world, very few could get a look in against Apple because their iPod was the number one in the world and the phrase ‘iPod’ was used by most people whenever they spoke about MP3 players in general.
Even software giant Microsoft couldn’t compete against Apple and break into the market with their MP3 players.
There are a lot of great touchscreen tablets available to buy today but Apple still clearly lead the way in popularity with portable devices.
They have built a ‘universe’ around their products. Apple buyers are a tribe of super loyal diehard fans.
Their reputation and their raving fan base became their marketing. They delivered portable solutions first and people loved them for it.
Their fans rave about the products online and to their friends.
Each and every Apple fan has become a walking talking unpaid Apple marketing executive.
Every product, industry and niche is different so it may not be possible to find the same level of raving fans like Apple if you are not offering physical products… but you can achieve the number one position by using…
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Paid Advertising
The podcast I was listening to was by an American guy who builds acquisition funnels for clients. Mainly book funnels which I have written about before.
How To Build A Six Figure Business Selling One Book
He said that in his experience, spending $40 (£32 at time of writing) on online adverts using Facebook, YouTube or other sources would get you in front of 1,000 people.
He went on to say that spending $500 a day would get you in front of 12,500 and that if you were to spend $500 each day for a year you would be seen by 4,562,500 people.
That is a lot of people.
You cannot fail to make sales of products and services if you are seen by that amount of people.
If one person out of one thousand bought from you, you would have made 4,562 sales.
If your paid advert campaigns were really good at converting and you were making one sale per one hundred people, you would generate 45,625 sales.
That sounds great, however… that comes with a cost
Spending $500 per day every day for one full year would cost you $182,500 (£146,063).
That is a lot of money.
However…
If the product that you were selling gave you a profit of £35 per sale then you are in profit if just one person out of a thousand buys.
Obviously, you want to ensure that your advertising converts at a far better rate. One out of one hundred would be more accurate.
This kind of positioning campaign focuses on ‘breaking even’ more than making a profit.
The idea is that for every pound you spend, you earn a pound back so that you can feed the machine and keep showing adverts.
Basically you are creating free traffic because you are constantly recycling your ad spend.
You are not spending £146,063… you are recycling £1 146,063 times.
By showing your adverts every day to thousands of people for forever, you are creating mass exposure which positions you as the number one person in your niche or industry… or at least one of them.
This constant exposure creates familiarity similar to that of Coke, McDonalds and Apple.
Very few people see their adverts and not know who they are and what they offer.
Familiarity is powerful… and incredible profitable.
But it’s the back end sales that are more important.
The mass exposure campaign is a ‘break even’ campaign designed to find customers who are willing to take a chance and purchase a cheap product which then exposes them to more of you.
That product shows the buyer more of who you are and what you can do, which motivates a number of them to buy more of your higher priced products.
The sales of those ‘other’ products are where the profit is found.
So a £5 or £10 product leads them to buy more products which are priced anywhere between £20 and £2,000.
If 45,625 bought a £5.99 book from you and then just 100 of those went on to buy a £1,997 course from you, you have generated £199,700 from what is considered as ‘free traffic’.
The sales of those extra products are sold via email. When people buy a product from you online, they are added to an email list.
Your email list is where the money is.
Imagine having an email list of 45,625 people who have already bought one product from you.
Once they have spent time working with or reading through your product, they will have a better understanding of who you are, what you do and the services you offer.
Many of them will want to buy from you or work with you again. It’s a given.
As you know, we make a lot of money promoting our products using email, and I would like to show you how.
If you would like to learn how you too can do the same, go to:
The Email Secret
Kind Regards
John Harrison
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