Attraction Marketing Lesson 9 - The Long Tail

This section on Law of Attraction marketing talks about the
Long Tail which was first described in an article in Wired
magazine that was written by Christ Anderson. One of the
facts of internet is that there is opportunity for
everyone, but the sheer size of cyberspace scares some
people who would be ideal entrepreneurs. 

Theres a two-edged sword so to speak. The accessibility of
the internet calls out to millions of people who want to
run their own businesses, but its enormous size and
complexity can make it seem only ideal for people with lots
of money to invest in elaborate websites and expensive
marketing strategies. This section intends on showing you
how to break the unmanageable market down into a niche
market so that internet marketing is targeted and
economical. The article The Long Tail is used as a frame of
reference. This article was turned into a book that has
great advice for every internet marketer  big and small.
Law of Attraction marketing says to give customers want
they want in the way or products or services and back it up
with outstanding customer service. But you have to back up
and start at the beginning. Who is the customer?

Here is where small entrepreneurs often set themselves up
for failure. If you say that your customers are the whole
internet or everyone then you dont understand
marketing. The customers you want to attract should be
narrowly defined and rest assured you will still have
millions to potentially serve. So whats this about the
Long Tail? Here it is in a nutshell. At
www.thelongtail.com/about.html you can read:

The theory of the Long Tail is that our culture and economy
is increasingly shifting away from a focus on a relatively
small number of hits (mainstream products and markets) at
the head of the demand curve and toward a huge number of
niches in the tail. As the costs of production and
distribution fall, especially online, there is now less
need to lump products and consumers into one-size-fits-all
containers. In an ear without the constraints of physical
shelf space and other bottlenecks of distribution, narrowly
targeted good and services can be as economically
attractive as mainstream fare.

What the heck does this mean to the internet business
person on a shoestring budget? It means opportunity! The
keywords are niches and narrowly targeted. 

In practical terms this means you dont have to compete
with the giant marketers making 80% of the revenue selling
20% of the products. You can go to the lower ends of the
chart and find a niche market.The Long Tail says that 98
percent of the products will be purchased.

In other words, you can define a small niche market to
target and then concentrate on it. In the Law of
Attraction, what you focus on is what you realize. Focus on
a carefully defined customer profile and then sell to that
market. 

In The Long Tail one of the main messages is that there is
a huge underserved market filled with customers looking for
books printed in 1898 or Big Band era music or John Wayne
movies or cookbooks printed by church groups or collectible
salt and pepper shakers or anything else you can think of. 

If you think about, eBay is a forerunner of the concept of
internet niche marketing. When you list something for sale
on the site you must choose a narrowly defined category
like music = CDs = pre-1965 recordings = Motown = female
singers = blues and so on. 

The Long Tail theory says that the best marketing strategy
is to target the underserved customers and not the
mainstream market. Instead of going head-to-head with
giants like Amazon, Radio Shack or iTunes, you can describe
a market that is not being served well or even at all.
Decide what you want to sell, define the niche market and
then create perfect just-right content to attract the
narrowly defined customer.

To define an underserved market you should first do some
research. Go ahead and Google the broad product or service
category. For example, Google fitness and be prepared to
get millions of pages of websites. Now begin to break down
fitness into smaller categories. How about fit over 50
years old and then fit women over 50 years old and then
fit women over 50 years old who cant go to a gym and
then fit women over 50 years old who cant go to a gym and
need personal training and so on. As you narrow your
market the customer profile becomes clearer and clearer. 

There is a big difference between offering personal
training services to everyone and offering in-home personal
training services to women over 50 who need flexible
scheduling.

One of the concepts The Long Tail talks about is the fact
that customers can now connect with each other. Before mass
internet marketing, brick-and-mortar customers didnt
really interact. Now they can exchange information, ideas,
comments, criticisms, product reviews and much more. This
is creating active small online communities that help each
other find what they are looking for. This creates the
ideal opportunities for marketing through forums, chat
rooms, social media and more. The small internet marketing
entrepreneur has a world of opportunity. If you can think
of it then there is a market waiting to buy it. That is
what Law of Attraction marketing is all about! 



To Your Success,
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