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By Rick Crandall

You Have To Excite Somebody

Not everyone needs to be excited to buy from you. But if there is nothing about your service or product that excites users, you are going to have a hard go of it. Put in a more unusual way, if you are not annoying, or even offending somebody, you are probably not projecting a distinct enough image for your product or service.

This is a way of looking at niche markets. To appeal strongly to a particular subgroup of buyers, you slant your message to be more relevant to them, In the process, it becomes less interesting, or
even offensive, to other types of buyers.

You have to believe in what you offer. People who have some passion about what they do in life are more successful. At the same time, your customers need to have a little passion about your product or service, or they won't give you referrals and they won't feel they have a relationship with you.

What do you offer people that allows them to make a strong emotional connection to you, your company, or your product? For instance, if you sell bathing suits, your customers may work hard to fit into them and look sexy. At the same time, it may offend some people that your bathing suites are so skimpy or so flashy. But your customers may feel a sense of identification with your bold styles, or they may feel a sense of pride in themselves that they could fit into your bathing suits.

Project your passion to your prospects and some of them will respond. Don't worry about the people who don't respond who may or may not be offended. If you stand for something, you'll appeal to more people than if you try to be all things to all people.

You Can Make a Big Profit Catering To a Select Minority

You don't need to appeal to the majority of people. You just have to make some people like you very much. Take newsletters as an example. If the information is of high value, subscribers will pay a lot of money for it. A "stock tip" newsletter might be a $1,000. This seems a high price. But if you invest just $10,000 once or twice a year and the stock goes up 50 percent, it would be worth $5,000 to you.


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