The Great Sales Secret

One of the keys to creating a successful product is to first identify a hungry market, and then give them what they want.

Indeed, one of the easiest product-creation paths is to simply sell what the market is already buying. In other words, improve a competitor’s product and sell this “new” product to the market.

Sometimes marketers equate a niche market’s needs with the market’s wants. The marketer assumes that if the market needs the product, then they’ll buy it. And so needs are identified and the marketer creates a product to solve a problem.

But here’s the thing:

People don’t buy what they need… they only buy what they want.

Let me give you an example…

Let’s suppose you’re a web designer who knows how important usability is to users. You know that web marketers need simple designs for good usability. So what’s the problem?

Just this: Perhaps your market doesn’t want simple designs. They want “flashy” designs that get lots of compliments.

If you keep trying to sell people what they need instead of what they want, you’ll go broke. (And that, my friend, is one of the greatest sales secrets in the world!)

Sure, sometimes you get lucky in that people want what they need. In that case, create away!

Go ahead and fix those problems, because as long as the market also wants your solution, they’ll buy it.

However, if you see a product that’s needed but not wanted, run fast and run far. That’s a recipe for disaster to a marketer.

There are a few brave marketers who spot a need, educate the market, and then try to sell the product. But that’s an uphill battle. It’s expensive to educate a market. It takes a long time. And worst of all, you might educate your market until you’re blue in the face and STILL not make the sale.

If that sounds like a lot of work, you’re right. It is. And that’s why educating a market and trying to convince them to buy something they need is best left to others.

You can go the easy route by choosing to sell products that your market desperately wants… and, in fact, is already buying.

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