Let’s say that you are selling Product X. In order to start moving boxes of Product X out of your warehouse and into the hands of happy consumers, you must get the word out.
There are a million and one ways to market Product X. You can buy advertising space in newspapers, magazines, or online.
You can rent a billboard. You can create an infomercial. You can run traditional thirty-second spots on television or radio. You can send out press releases in hopes of garnering media coverage.
You can joint venture with the producers of Product Y. You can pay some crazy guy on eBay $100 to write Product X on his forehead with a Sharpie and to run around as a human billboard.
You can devise an infinite number of marketing strategies.
Many of them could be effective. Most of them, however, suffer from some similar weaknesses. You pay or work, your message goes out, and it ends.
If you want that billboard to keep sending you new business, you will need to continue leasing it month after month. If you want to drive people to Product X with a radio ad, you will be buying time repeatedly.
Not only are most of the techniques “single shot” strategies, there is also the fact that your costs will go up based on how many people you can reach.
Your TV spots will cost more when audiences are larger. A display ad in the paper will cost you a bundle if circulation numbers are huge. In order to reach many people, you will need to spend a lot of money.
That puts smaller operations at a distinct disadvantage. Nike or McDonalds can afford a massive advertising blitz.
They understand that for every $X they spend on marketing, they can expect a return of $X+Y, emboldening them to attack marketing media of all types.
They have deep pockets and are ready and able to leverage that power to increase profits, even if they have to pay a fortune in marketing costs to get the job done.
If you, as the maker of Product X, aren’t able to spend millions, you have a problem. You have to take a series of baby steps and build your business with a quality product and smart, smaller scale, marketing moves.
In time, if you can string along enough smart moves, you might be able to move up into the ranks of the big boys who can really sell a product on a large- scale basis.
Wouldn’t it be nice if there were a way to shortcut the process?
What if you could find a way around the usual limitations of marketing techniques and use a simple strategy that would effectively broadcast a message on a larger scale without the costs usually associated doing so?
Every day, thousands of smaller businesses are searching for that shortcut strategy.
They want to sell their version of Product X without incurring massive marketing costs. It’s the Holy Grail of business, and everyone is after it.
