Why is it that successful marketers and online entrepreneurs seem to have this virtual "6th sense" when it comes to pinpointing hot, hungry, and highly profitable markets they can sell products to?

We see this again and again and again.

They seem to have this "Midas touch" when it comes to selling online. Any product they launch sells like gangbusters. Every promotion they do balloons their bank accounts. Every new market they enter becomes a surefire winner.

But ask them how they tap these hidden goldmines with an almost impeccable accuracy, and the likely response you will get is, "I don't know, it just feels right."

There’s a reason.

(Stay with me, because in a moment I’m going to show you how you can do this yourself, and you don’t have to be psychic or shell out a lot of money!)

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Before we begin, you must understand the concept that underlies this book. In today's society, I believe we have experienced two major shifts that have almost completely revolutionized the entire business landscape.

The first and most important one is competition.

The mere fact that business is becoming increasingly hypercompetitive is an understatement. Businesses, particularly home-based businesses and self-employed professionals, are growing at an explosive rate.

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If there’s one problem in all advertising and marketing, it is the sheer fact that there is too much competition out there. Everything just seems to look like everything else. If one copies another company let alone another company’s promotion, it only serves as a reminder of one’s competition!

You don’t want to remind your prospects about your competition, do you?

So, don’t copy them — or as Earl Nightingale once said, “Don’t copy, create!” Be unique. Be original. Be special. Be different. In fact, be so different that, if possible (and it is), your name or the name of your firm as well as the services you deliver become generic in the minds of prospects.

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A recently understood segment of marketing is the immense power behind the product category. Often, many businesses build their entire marketing strategy around a particular brand and its better qualities within a currently known product category, only to have it all go down the drain in the end.

Remember the “New Coke”? In the 80’s, Pepsi conducted taste tests called “The Pepsi Challenge.” Coke, on the sidelines, also heard from their own research that a newer, better tasting brand would beat Pepsi.

Only 77 days later, according to Coke’s former marketing vice-president Sergio Zyman in his book “The End of Marketing As We Know It,” not only were they forced to reintroduce the older version as “Classic Coke” but they also had to eventually wipe the New Coke out. Better is not always better.

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So, if you’re following the commandments, you should now have a unique name, possibly a tagline, and established yourself as the first or leader in your unique category. What about the service or product you offer? Do you offer an extraordinary product or service, or do you offer an ordinary one?

Even if the service you provide is customary, traditional, and probably offered by your competition, you should make it appear unique just as well.

Remember that perception is more powerful than truth. You don’t need to emphasize that your product or service is unique, better than the competition, or even the best for that matter. Doing so by declaring that it is can sometimes be worse than not saying anything at all, and the reason for that is that it makes your self-serving claim appear suspect or exaggerated.

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A mistake businesspeople often make is when they try to sell their company directly in every communication they produce. (I’m referring to the idea that they try to sell their company as being merely open for business, also called “institutional advertising,” and not direct marketing, which is different.)

Institutional advertising (or what I call “blind branding”) will draw up immediate clients. When advertising, they spend hoards of cash on repeated, slick and entertaining ads. When marketing to people for the first time, they blab on until the cows come home. When sending out information, they send beautifully designed packages that make shipping crates look like a joke!

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Competition is a “killer” for a lot of commodity businesses. Doesn’t really matter whether you market online or offline. If you sell a commodity product then chances are you compete for customers with hundreds of other businesses.

In the next few minutes, I’m going to share with you a proven strategy to…

Out-Market, Out-Sell And Out-Profit…

… Just about anyone in your industry or business category.

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