By Mark Joyner
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Example text
Well, many businesses know that a great way to increase revenue is to rent access to their lists (an interesting alternative Second Glass tactic). qxd 2/17/06 12:04 PM Page 39 In Search of the Thirsty Crowd you can find thousands upon thousands of businesses willing to rent their lists to you for a fairly reasonable fee. Anyway, this is just scratching the surface. I’ll let my guest experts fill you in on some crazy possibilities you may have never imagined later on. SPECULATE FOR ACCESS TO A CROWD Don’t feel like paying for access?
Make sense? If you’re selling horse saddles, you don’t set up a tent to sell them at Oz Fest. You strike up deals with stables selling horses and have them direct mail your catalog to their customers in exchange for a cut of the profit. If you’re selling calculators, you don’t go to the beach. You find a convention of mathematicians. It doesn’t matter how great your product is—if you pitch it to the wrong market you won’t even make a paltry dent in your sales goals. Imagine, however, that you find a group of people who are thirsty for your product.
Qxd 2/17/06 12:04 PM Page 38 THE GREAT FORMULA The Four Strategies for Capturing Thirsty Crowds 1. 2. 3. 4. Pay for access to a crowd. Speculate for access to a crowd. Manifest a crowd from thin air. Find lost crowds. Let’s take a look at each one in detail. PAY FOR ACCESS TO A CROWD We’re talking about the standard classic stuff here. You find a magazine whose readership is precisely your Thirsty Crowd. You then purchase ad space in the magazine. Obviously, an ad in the properly targeted medium will greatly outpull an ad in the wrong place.