We all know it’s hard to sell ice to eskimos.
Or pork to vegetarians.
Or to sell books to people who can’t even speak or read the language they’re written in.
These are all classic examples of business ideas that are doomed to fail from the beginning.
No matter how hard you try to increase demand for these products, you’re ALWAYS going to fail.
So with that in mind, let’s take a look at what Eugene Schwartz had to say about this topic in his amazing book, Breakthrough Advertising:
“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. This is the copywriters task: not to create this mass desire—but to channel and direct it.”
Schwartz states the 3 ingredients that guarantee a hot market are:
* Passion for what you’re selling
* Purchasing Power (wealthy)
Therefore your goal should be to find a market which has a large population of people with purchasing power and plenty of passion for what you are selling.
Keep in mind you need to have all 3 of these P’s for it to be a home run.
There’s not much point trying to sell something to a large group of people who are passionate for what your selling… if they can’t afford it.
An example of that would be info products on how to succeed at gaming.
Most of the people in that market are kids who don’t have credit cards.
And it’s not easy for them to talk their parents into spending money on something that will help them become better at games.
So think of the old saying Gary Halbert used to use…
Find a starving crowd and feed them.