Wednesday, [10:54] PM
I’m frequently asked, “Is selling Internet marketing how-to products a good business to be in?”
The reality of the Internet marketing (IM) niche is a little depressing… and we marketers (well, the HONEST ones) would be well served to seriously reevaluate if we want to be associated with it.
Let ole DD do his infamous “tell-it-like-it-is” thang and reveal what I’ve discovered from my brief little foray into creating and selling products in this niche.
For an honest “non-guru” guy, things are NOT all that great in the IM niche … and getting worse.
In fact, a few well-connected insiders have secretly told me that many of the big names have seen their “guru” businesses crash and burn over the past couple years… and most have taken MAJOR hits in income.
On the other hand, I’m in a mastermind group with an entrepreneur named Mike who has done it the RIGHT way, in my most humble (but accurate) opinion.
Mike doesn’t sell IM products. He sells info products about marketing and business improvement to REAL business owners. In most cases, that’s brick & mortar (B&M) business owners.
97% (or more) of “online business owners” don’t even really have a business. They’re just wannabee wimps (hey… alliteration!) who aren’t making any money… and probably never will… for a variety of reasons. Numero uno being they’re wannabee wimps who only DELUDE themselves into thinking they’re “online business owners” because they’ve bought some over-priced bright shiny object (B.S.O.) IM products and put up a WordPress blog.
Now, the B&M business owner market can be a pain in the ass, too… but for other reasons:
1. They’re almost ALL brain-dead stupid about marketing. Mention “direct response” and they look at you like you have two heads.
2. A lot of them are highly skeptical because almost every alleged “marketing expert” who has extracted or is currently extracting money from them is actually just a media rep selling some type of advertising.
And the “marketing experts” who have parted them from their money are ALSO brain-dead stupid about marketing.
The B&M guys can be a tough sell because all these previous “marketing experts” sold them B.S. that NEVER produced any ROI for the poor old B&M owner. And even if it DID, the B&M guy wouldn’t know it ‘cuz he has no clue how to track his advertising and measure the ROI. Hell, he doesn’t even know what “tracking” means… and neither does the “marketing expert.”
So those are a few hurdles to overcome.
Now, the GOOD things about B&M biz owners:
1. They didn’t just dream up some half-assed idea yesterday, invest $200 in Google Adwords and decide to go into business. They actually had to invest some real thought, planning, time and SIGNIFICANT cashola to go into business. In other words, they’re REAL biz people… and they have some serious skin in the game to make sure their deal actually brings in income.
2. They’re accustomed to paying 4 and sometimes 5-figure monthly expenses… mortgage/lease, salaries, big insurance bills, big utility bills… and God knows what other gummint license fees and extortion.
3. They usually have a big cash flow… and a little “wiggle room” on what they can invest it in month to month.
4. Again, I refer you to item #1 in the “pain in the ass” reasons. But because they ARE near brain-dead stupid about marketing, that represents a HUGE frickin’ opportunity for us’ns. (See the premier issue of The Doberman Dan Letter for a complete plan on how to capitalize on this… almost immediately. Shame on you if you’re not a subscriber!)
See, a good marketer understands that many B&M biz owners, because of their marketing ignorance, are sitting on an absolute GOLD MINE… and don’t even know it. You can be a mini Jay Abraham and easily help them mine all that undiscovered gold, keeping 10% to 25% (or more) for yourself.
And that’s EXACTLY what you’ll discover in the the premier issue of The Doberman Dan Letter… which you’ll get as a new subscriber… along with a whole bunch of other cool money-making bonuses.
Knowing what I know now, if I were looking to start an info products business with BIG potential income…
…in a HUGE niche…
…where I could sell at price points of $200, $500, $1,000 and more…
…in an evergreen market…
I’d go after B&M biz owners.
(I knoweth of what I speaketh. I’ve done exactly what I’m describing quite successfully… 3 different times.)
The IM niche?
An honest guy or gal ain’t gonna last long there. Your honesty just can’t compare with their lies… and all the alluring fantasies of “push button riches.”
Let the IM con men deal with all the whiny wannabee wimps. (There I go alliterating again!)
I think you’ll make a lot more money, be much happier and sleep a lot better selling REAL products that really work… to REAL business owners.