Secrets of Super Marketing

Don't compete. Create. Earl Nightingale said it. Then he did
it. Together with Lloyd Conant he created the educational cassette
industry. Today, Nightingale Conant leads the field and produces the
highest profits while delivering superior value to their customers.
You can do this, too. I propose to show you how here, now.

1. Do you have unique expertise now? Package it into marketable
products and/or services. . .

2. Are you without unique expertise? Find a cutting-edge 21st
century niche in which you can make yourself the world expert. (See
6, below.) Buy all the books on your chosen niche. Subscribe to
journals, newsletters, magazines addressing your specialty. Identify
and join associations in that field. Attend their meetings and
conferences. Become a sponge, an information vacuum cleaner. Buy the
educational cassettes. Take copious notes. Organize your research.
Then synthesize your own new understandings. These are your original
findings. Now, prepare your first off-the-shelf products and/or
services.

3. Create a unique, benefit-laced name for your operating
entity. Ideally, make the name one that implies benefits and
promises. For example, when I created my entity, I named it Personal
Achievement Institute. Conceive exciting prose that tells prospects
"What's in this for me." Provide solid reasons why anyone should
listen to you. Brainstorm. Let your intuition help you identify those
reasons.

What about your product and/or service? Let me give you as
an example, the name I created for what I primarily market: I call
it the Speaking Success System. Notice the implication of a benefit
and a promise.

Here's one more example; When I conceived a unique e-zine
for speakers and aspiring speakers, I named it the Speaking Biz
Success Letter. Engage these principles to create your own unique
names.

4. When you prepare to market your offering, consider your
anticipated market. What can you deliver that they yearn for, hunger
for, long for? Translate your findings into what all this means.
Do this in terms of benefits serving and satisfying the respective
interests and concerns of your market.

5. Place your key points boldly in your marketing materials.
Know the benefits you deliver, the wants you satisfy. Know them
inside out, upside down, backward and forward. be able to articulate
them any time anywhere.

6. Here's how to find and claim a market for a niche in which
you are to make yourself a world-class expert: Go to a library or
bookstore. Get your hands on American Renaissance by Marvin Cetron
and Owen Davis, and Megatrends 2000 by Naisbitt and Aburdene. Look
for newer books focusing on the future and on emerging industries and
markets in the same sections of your bookstore. Read these books.
Ideas will leap off the pages at you, page after page.

Dozens of untapped markets and niches await your inquisitive
and perceptive focus. List all the niches that attract you. Review
your list for a few days. Meditate on your favorites for a few
evenings. At night, as you drop off to sleep, direct your
subconscious mind to review your list, to give you insights regarding
the most ideal niches for you. Be guided by your feelings. One niche
will rise, like the cream to the top of the milk. You'll be drawn to
it. It's yours.

Now, steep yourself in your niche orgiastically. Immerse
yourself in its lore. Allow yourself to reach a perceptive point, an
outlook, a height from which you attain an intuitive vision of what
will be hot months and years from now. (Alvin Toffler has done this
for over 20 years. Today, he's one of the most in-demand speakers
anywhere.)

Listen to your intuition. Be fearless, even outrageous, when
you have a hunch. Follow your hunch regardless of objective evidence.
(Tom Peters, then working for McKinsey & Co., followed his hunch in
defiance of his company. He was then researching the book, In Search
of Excellence, written with Bob Waterman. The outcome was he had to
resign. He quickly became a fearlessly audacious business guru.)
Choose your niche dauntlessly. Then, lavish energy into developing it
to its fullest potential. In the words of Peter Drucker, be a
monomaniac with a vision.