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HOW TO

Ice Cream on Hot Sunny Days
By: Developer Shed
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    2004-02-20

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    Sell Ice Cream On Hot Sunny Days
    by Ernie West


    One of the biggest mistakes that web marketers make online today
    is in coming up with a product/service first and then trying to
    find a market to promote it to.

    The other day I was out for a walk, enjoying a nice warm spring
    evening. I came across a local Dairy Queen and was astounded
    at the lineup stretching right out the door. Business was
    booming. Why? Because they were selling something people
    wanted at that particular time!

    This made me realize that you must take the time to find out
    what people want right now or in the future, and *then* develop
    something to market to them. What they wanted in the past is
    irrelevant. Targeted timing is everything. Trying to coast on
    an old idea is like trying to sell ice cream in the middle of
    winter.

    Don't try to squeeze a segment of the Internet population into
    a concept to which you are emotionally attached. Business has
    no feelings. It runs purely on logic. If something isn't
    working, scrap it and try something else. Those who have been
    successful online so far have learned how to adapt and change
    their thinking on a moment's notice if need be.

    The challenge is in finding something that is or will be in
    great demand. This is where the work lies. Those who don't
    want to do the work will end up becoming the clients and
    consumers of those who do. It's your choice. You can be the
    ice cream vendor or one of the people standing in line.

    And if your ice cream is good enough, word will get around.
    "Relationship advertising" is the best and most economical.
    People can't help but talk about how professional you are,
    how good your prices are, how good the ice cream tastes, etc.
    And they will come back for more, giving you back-end sales.

    The research that successful Internet marketers performed in
    order to find their product/service was obviously worth the
    time and effort. Yet most people look at where these gurus
    are today and label them "lucky". I would like to suggest
    that they are no more lucky than anyone else, just smart,
    persistent and tenacious. They stuck to their guns until
    they developed ice cream that outperformed everyone's
    expectations.

    It is too easy to look at a web store-front and forget that
    it all started as an idea in somebody's mind. It is even
    easier to forget that not long ago it didn't even exist
    until somebody created it. And since we are overlooking
    everything anyway, we might as well ignore the blood, sweat
    and tears they invested into building the darn thing.

    Personally I want to place myself in a position to greet
    all the new and existing people on the Web wanting ice
    cream. The Internet is the hot sunny day and your website
    is your shop. What are you going to market, cold
    refreshing ice cream or warm gruel?

    Open multiple locations offering a top-notch product that
    is in demand and promote like crazy. Automate wherever
    possible and continue to add new exciting products. This
    is like adding different flavors of ice cream, peanuts,
    banana splits, chocolate dip, etc. Notice how vendors
    up-sell people. Since you're buying anyway, why not add
    a little something extra for a nominal charge...

    Keep track of your visitors. Some vendors have a club
    card that they stamp for each visit. Online this is
    getting their email address and then consistently
    following up. Don't harass them but give them valuable
    tidbits of information to gain their loyalty.

    It all starts with a dream and a never-give-up desire to
    build. Change your mindset to one of success. Focus on
    the reasons why you can and rid yourself of the reasons
    why you can't. Constantly think of ways to expand and
    improve your empire every day.

    And always remember: it is the thirsty people on a hot
    sunny day that you want to put your ice cream in front
    of.

    See you at the top.

    "Ernie runs a free publication called the Inner Circle Biz Tips newsletter.
    Subscribe by sending a blank email to: erniewest-subscribe@egroups.com"

    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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