He Assumed it Would be a Hit Until…
A business owner plunks down $10,000 for a new website. He spends many months and dollars on product development. He writes reams of sales copy and spends more dollars on ads.
And what happens?
Not a single sale.
Why not?
There was no market for the product. No one out there who wanted it.
A similar product sold like hotcakes for men. So he decided to go after women.
He assumed women would love it. I repeat…
…he assumed.
John Carlton tells that story in his book The Entrepreneur’s Guide to Getting Your Shit Together – Volume One.
The story is a cautionary tale for those inclined to skip market research and jump straight into product development and marketing.
Carlton’s take: “In this guy’s case, he had decided to go after what he thought was an untapped market. He didn’t need to research it — heck, his own common sense told him he was on the right track… Except for the inconvenient detail that there WEREN’T any women in this market.”
If he had done research, he would have known.
“If Google had burped up a hundred search engine terms that a starving crowds were using… or if magazines and lists were out there catering to exactly the market you were after… then it’s off to the races with you and your badass idea. You’re in the game,” Carlton says.
“But not for this guy. Ten grand in costs, and months in wasted time, all before he had done a second’s research on the viability of the market.”
Get this book and read it.
Carlton is one of the all-time great copywriters, and The Entrepreneur’s Guide is one of the all-time great business books.
Yes, this book is loaded with marketing lessons, but it’s not just a marketing manual.
It’s guide for business and life so you have what it takes to get your shit together and prosper.
Join us on Thursday.
Ted Prodromou and I chose The Entrepreneur’s Guide as the latest selection for the Mastermind Book Club.
Every month, we choose a great business book for members to read and discuss. We meet live on Zoom to discuss the book.
We’re discussing The Entrepreneur’s Guide on Thursday, June 5 at 2:30 p.m. ET. You’re invited to join us.
If you’re not already a member, join the clubĀ here. Members receive notices with the zoom link for the meeting.
Don't go away yet..
p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.
Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:
1) Get theĀ Story Power Profit PackĀ -- 52 Strategies, Tips, and Tactics Ā to Transform Your Content from Ignored to Adored.
2) Watch theĀ free, 7-minute Micro-Training: āThe 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.ā
3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And moreā¦ If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. Iāll contact you with more details.
4) Work with me one-on-one: If youāre interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.
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