Thursday, January 12, 2006

Channel Demand - Don't Try To Create It

This is one of the biggest mistakes that businesspeople and marketers make. They come up with a great idea, product or service, and believe it's the greatest thing since the round wheel was invented.

And because THEY think it's so cool, everyone else will too. If these people don't agree with them - well, they're just stupid. The problem is that it's an uphill battle trying to convert your market to see things the way you do. You'll spend much more time, energy and money trying to 'evangelize' an uncertain market, than selling to people who are willing and able to buy a product they already want.

This sounds pretty common sense and basic, but its amazing how often businesses (small, medium or large) and their owners violate this marketing law. Maybe it isn't a marketing law, but it really ought to be.

Gene Schwartz, one of the greatest copywriters of all time, said in his book Breakthrough Advertising, that a copywriter should learn to channel demand - not try and create it. In other words, give the market what they're hungry for. Don't reinvent the wheel, use the wheel that's round and let it roll.

Again, I realize this may sound like Marketing 101. It may be a good idea to look at your business, and make sure you're giving your customers what they want and need.