Email Resurrection: How to revive & monetize any email list by Brian Cassingena

Author:Brian Cassingena [Cassingena, Brian]
Language: eng
Format: epub
Published: 2019-02-28T20:00:00+00:00

CHAPTER 15:

ENTHUSIAST MARKET

VS SOLUTION MARKET

What happens if you go to email your list, but they’re not there?

Yesterday we talked about getting quick revenue boosters by sending an offer to your list.

Who woulda thunk it?

Yet we have this crap in our minds that stops us from serving our audiences.

But what if you’re right?

What if your list has already solved their problem, and moved on from you?

This is one of the very real dangers of not staying in touch with your tribe.

When you fall out of touch with a friend, it can be awkward and time consuming to get things back to the way they were before.

Even if you were the closest of buddies.

But even if you do a great job of mailing your list regularly, what if they find their solution and are no longer in the market anymore?

If you have a splitting headache, and you see your favorite remedy on the pharmacy shelf, that’s a pitch almost guaranteed to work.

But post-headache… you’ll walk right by that shelf without a second glance.

This is an example of a Solution Market.

Once you find the solution to your problem, you become pretty much immune to further sales pitches in that area.

There can be big money to be made in a solution market.

This is more the land of ecom rather than information businesses.

Personally I prefer to operate in an Enthusiast market.

This is where all the information businesses are, anybody catering to a group of people who are highly interested in something, and will buy multiple times.

One of my own is Guitars. I’ve bought countless guitars over the years, amplifiers, accessories, I have no idea how many new strings I’ve put on a guitar.

And I just bought another one here in Bangkok so the fun begins again.

One big thing about Enthusiast markets is the fact that they’ll spend a ton of money on things that often don’t make them a cent back.

Musical instruments are a great example - although I did get $50 here and there playing in bands, it’s a tiny fraction of what I spent to get there.

I’ve had amplifiers so big they filled a quarter of the room, and so loud I could only ever play them at home with the volume on 1 or 2.

This is a big lesson of Enthusiast markets: They are irrational, emotional buyers who want something cool, logic goes out the window.

That’s where your big opportunity lies.

You can make some big money in a solution market.

If a person is in some kind of painful situation, they’ll pay whatever you ask - and they’ll pay right now - to get relief.

The way to build a sustainable business here, is to always have something else to sell them.

Enthusiast markets are often less price-oriented, and far more passionate about learning and buying stuff in their area of interest.

In fact there’s always some who will buy everything you have to offer - you literally cannot create enough products to satisfy them.

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