|
Many Internet Marketers assume that a well designed, well executed, well-financed marketing program will work. This is not necessarily so. How do you avoid wasting time and money in the first place? The easy answer is to make sure your campaigns are in tune with the laws of marketing. The second law of marketing is the Law of the Category. If you can’t be first in a category then setup a new category where you can be first. If you didn’t know the name of the second person to fly solo across the Atlantic, you are probably thinking you have no chance of knowing the third person to fly solo across the Atlantic … but you do ... it is Amelia Earhart … however she is better known as the first woman to fly solo across the Atlantic – a new category. Creating categories is counter to classical marketing thinking which is brand oriented. Forget the brand – think categories. Leads for your business are on the defensive because everyone is selling why their brand is better. But prospects have an open mind when it comes to categories because everyone is interested in what’s new … few are interested in what’s better. Let me conclude with a couple more examples. After Heineken, a high-priced (and imported) beer, became a success, Anheuser Bush created and promoted Michelob … a high-priced domestic (a new category) beer and Michelob outsells Heineken by 2:1. Charles Schwab didn’t open a better brokerage firm … he opened the 1st discount broker (a new category). Many Internet Marketing entrepreneurs are using “MyStory” marketing to define their category and be first in their category with brand You, Inc. … marketing is a battle of perceptions, not products. You can find out more about Internet Marketing and home-based businesses by reading updates that will be posted at my blog over the next few weeks.
Related Articles -
Internet Marketing, Mike Farrell aspenIbiz, Digital Entrepreneur, brand You Inc, Magnetic Sponsoring, Attraction Marketing Formula,
| 
