You won’t get anywhere in business without tapping into a desire that as yet, remains unfulfilled. In some cases the desire is well known, you have lots of competition, but there are gaps that remain. In other situations your target market may not have clearly expressed their need as yet – when you come along with a good understanding of something they don’t yet have, you can make a killing.
How about when it comes to information publishing?
In the Ultimate Information Entrepreneur’s Success Package we spend one entire chapter on 40 different techniques you can use to identify hidden desire and match that with hot selling topics to build a lucrative information marketing business.
In the course we talk about using techniques such as…
- Letting your competition guide you to wide open holes that you can tap into
- Adapting successful topics in other, related niches to your niche market
- Collecting direct feedback from your market in many ways including launching "test" portal sites, surveying your market, Web2.0 techniques and watching what your market is saying AND what they are buying
- Taking a contrarian’s position within your marketplace where you are in conflict with the percieved "norm"
All of these methods work, inside The Success Package we discuss each in detail.
Today, let’s talk about the last one – taking a contrarian’s view of the marketplace.
If you have experience in a given market then you can no doubt find a position where the majority of information has been published either incorrectly or at least, insufficiently leaving you an inforomation publishing opening to take a contrarian view.
You’ve no doubt come across products like "The Truth About…" or "The REAL method for…."
How about "…Secrets Exposed!"
Titles such as this reflect a contrarian viewpoint and branding.
Going back to one of the very first highly successful ebooks online by the late, great Corey Rudl – "Car Secrets Revealed" turned out to be tremendously successful because of the emotional appeal it held – written about an insider in the car industry, this e-book was going to tell it like it was giving you "Inside" secrets about how the car industry really works.
I’ve also come across books in the financial sector, business, pet training, and weight loss that have done very well by taking this contrarian point of view.
Now, a word of caution. Taking such a point of view must be based on real substance. You can’t fool your market into believing you have a contrarian point of view and then deliver mainstream content. Your contrarian point of view must be based on substance and must ring true. Often this demands inside, working knowledge or at least, working with someone who has such inside knowledge.
Here’s an interesting interview with an author who spend years as a mainstream travel writer, who decided to re-brand his image and take his work in another direction that is very much anti-establishment for travel writers – read this interview and notice how he is setting himself out from the crowd and in doing so is branding himself an expert based on his contrarian point of view.
Other markets where this sort of position will work…
- Alternative health – bucking the traditional health system
- Contrarian financial or saving approaches
- A unique approach to soft-selling
- An alternative to handling stress and relaxation
As you can see, it’s possible to come up with a contrarian point of view in almost any market – by using the techniques in the Success Package to plan your information publishing business you can take on the mainstream infoproduct publishers in your target market and come out on top in a very short time.
