On Sunday I wanted to pet some cats.
So I went to a park near where I live. But the cats in that park were shy. I tried walking up to 4 of them, and they all ran away from me.
I kept walking, feeling rejected and heartbroken. Then I got to another park, a smaller park.
In this park there were 0 other humans and 3 cats. All 3 of them were happy to be pet. They walked up to me and started rubbing themselves against me, the way they do.
(One of them even sat in my lap as I read my book.)
Why were the cats in the second park friendly, but the cats in the first park weren’t friendly? Here’s my guess.
I think the first park was a saturated market. There were a bunch of people trying to pet the cats there, so the cats there were sick of being pet.
The second park was an unsaturated market. Those cats hadn’t been pet in a while, so they wanted to be pet.
Same goes for selling, well, anything. If you want to make money, the most important thing is just to not have tons of competition. The less competition you have, the more you make.
Are you in a saturated market? No problem: you just need a little marketing alchemy.
For example: Once upon a time, some SEO guys stopped calling what they did “SEO” and started calling it “organic lead generation”. Then their business exploded.
(Tigger from Winnie The Pooh does the same thing. There are plenty of tigers. But there’s only one Tigger.)
A lot of my more successful clients do this, too. I have a form that I have all my clients fill out when they hire me. In that form I ask them who their competitors are. A lot of them tell me, “I don’t really have any direct competitors. What I do is unique.”
So try putting a unique spin on what you do. You can offer a fundamentally new type of offer. Or you can just repackage something that everybody else is already doing, and make it sound different.
-Theo
P.S. There are tons of copywriters who can write your emails for you. What makes me so special?
Well, most copywriters are trained to write for dumb audiences. If you’re selling diet pills or a Forex trading bot or golf clubs or something, you dumb your copy down so that everyone can understand it.
But the people who buy info products tend to be pretty smart. So your content better be REALLY good — because if your free content stinks, people will assume your paid content stinks, too!
So if you want to outsource your content writing… you’d better hire somebody good.
You can read more about that here:
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