Eugene Schwartz, one of the greatest and highest-paid copywriters who ever lived, shared one of the most important pieces of marketing wisdom ever written.
Every great commercial success worked in harmony with this principle, and nobody can ever win by trying to ignore or fight it.
Here it is:
“The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy. Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the hearts of millions of people, and focus those already existing desires onto a particular product.”
Go ahead—read it again.
Now, imagine more than $10 trillion dollars flowing through a maze of interconnected tubes. That’s the money that American consumers spent last year, flowing from person to business to person to business and so forth.
The force driving all this money round and round, to and fro, is comprised of existing desires. Companies that siphoned large amounts of money from this flow tapped into what Mr. Schwartz called a “mass desire.” A “mass desire” is a bunch of people that all share the same or similar desires, hopes, fears, dreams, and so forth. The more people that share the mass desire, the more money it commands.
The goal of any business is to plug into the labyrinth of money channels and capture a part of the flow. Just connecting up to the flow isn’t enough to get any of it though—you have to coax people to flow some of it your way.
This is, of course, the role of marketing, but many businesspeople mistakenly believe that marketing is just promotion and advertising. Not so. The most important phase of marketing actually occurs before there’s even a product or service to sell. It’s commonly referred to as “market research.”
Market research is the art and science of discovering exactly what people are buying, how many people are buying it, how much they’re buying it for, how much of it they’re buying, and why they’re buying it. It’s the process of creating a plan of how to hook up to the Great Money Flow and guarantee that some of it will come your way.
Poor market research leads to all kinds of problems—namely, products or services that simply can’t address mass desires, and products and services that aren’t marketed in such a way as to appeal to mass desires. Both of these problems lead to incredible amounts of frustration and incredibly low revenues, and many businesses suffer from one or both. Both can be terminal illnesses if not corrected with proper market research.
Effective market research, however, gives you an unfair advantage in a marketplace. It enables you to know, with certainty, exactly what people will buy, how much they’ll buy it for, and exactly how to get them to buy it. It literally makes success a matter of “paint by the numbers.” Nothing is easier and more enjoyable than selling people exactly what they want, exactly how they want to be sold to.
Market research isn’t a simple subject, however. It requires quite a bit of specialized knowledge, which is why companies charge tens of thousands of dollars for it. But where does that leave most people? In a lurch. They don’t know how to do the research themselves, and they can’t afford to pay a professional.
This course teaches you everything you’ll need to be able to delve into any market or industry and emerge with a full understanding of what to sell, to whom, and how.
In this course, you’ll learn things like…
- The 7 questions you MUST get answers to before you will be able to sell products or services in any volume.
The fundamental reason why people buy things and how to use this as a marketer to make your products or services irresistible to your prospects.
- Exactly how to find profitable products and markets in any industry. Thanks to developments on the Internet, this is easier than ever when you know which tools to use and why.
- Why competition is actually a good thing and how you can use it to lead you to insanely profitable “goldmine” business opportunities. This is probably the easiest way I can think of to make gobs of money fast.
- A step-by-step breakdown and explanation of how to conduct market research surveys that will reveal precisely how to succeed in a market. This section covers all the bases—how to create effective survey questions, how to get people to take your surveys, how to properly tabulate and interpret the results, and how to use the results to drive sales.
- And more…
If you don’t think that spectacular success in business is meticulously planned and executed, and instead is a matter of dumb luck, then this course isn’t for you.
But if you want to learn what market research professionals get paid outrageous sums of money for, and if you want to know how to create businesses that can plug into the Great Money Flow and immediately grab a piece of it, then this course is for you.
This course will walk you through the whole process of market research and completely demystify the “art” of making money. There really is a formula for getting rich, and it all hinges on the subject of effective market research.