| Mel,
Lately I've been talking a lot about the importance of hard work, passion and how we all need to beware the "anyone can do it" promises of some marketing gurus out there.
Yeah, I know, I'm supposed to tell you how easy and effortless it's gonna be.
Well there's plenty of others who happily tell you that.
For those of you who are still with me, I have this advice:
Find a Land of the Blind where you can be King. If we made a list of every niche market that exists, 80% of them would not require you to possess very much "Art Factor" at all. A good criteria for choosing a market, then, is little or no Art Factor required.
If you're mining copper in The Congo, you get yourself a half-dozen issues of Copper Miner Monthly and curl up on the couch for some enjoyable reading. You make an astonishing discovery: There ain't a soul in this industry who knows how to market anything.
Look, here's a company that spends $200,000 a year on marketing and they only get one new customer a month. Hey, that means if I can get them a new customer for less than sixteen grand, they're getting a good deal.
Congratulations, sir, you have just found a Land of the Blind. Go be king.
Be a Marketing Maniac. If you're going to crawl inside this thing... if you're going to have a feeling for it, then you need to be marketing obsessed. Look for vital clues about human psychology everywhere. Find stuff in today's newspaper, in fundraising campaigns, in today's mail... go to the doctor and while he's checking the lymph nodes under your groin, ask yourself, "How did he manage to sell me on this idea of feeling me out down there in the first place?"
You know you're a Marketing Maniac when:
People start giving you their junk mail because they "thought you might be interested." And you find, oddly, that you are interested.
Welcome to the Marketing Maniac Hall of Fame.
Know thyself and act accordingly. Make a list of microcosms you've belonged to in your life.
Every club you've been a member of...write it down.
Every political organization...write it down
Every job and career you've been in...write it down
Every subject you liked in school,
Every sport you played,
Every magazine you've ever subscribed to,
Every cause or religious organization,
Every hobby...
...it all goes on the list.
You now have a very large number of markets you can investigate.
Do They Spend Money? How Much? Go through the list ... do people spend money in political organizations? Uh, yes, they most definitely do. Could be a place where you could be paid to generate results. Could also be a place where you test your marketing chops as a volunteer. How about all those jobs you've had, do people spend money in those professions? On advertising? Which ones spend the most?
Go forth and conquer.
Perry Marshall
**NOTE: Please do not reply directly to this email. Instead, visit http://perrymarshall.com/support with any questions or concerns.
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Perry S. Marshall & Assoc
159 N. Marion Street #295
Oak Park, Illinois 60301
United States
(312) 386-7459
