Import Export Secrets Blog

Giving people what they want to buy.

I’ve just read an article that says that 40% of Australians now use
alternative medical services such as chiropractors, naturopaths,
acupuncturists, herbalists and so on. This tells me people are sick
(literally) of going to doctors pushing pills and surgery which at best
does little good and at worst actually makes you feel far worse than the
disease itself. (I know all about this, not having taken any pills for
ages and feeling much better for it.)

So what sort of product would these people be interested in? How about…
“How to stay healthy and get rid of your ____________ (arthritis,
headaches, cancer, diabetes, heart problems, asthma etc., etc.) without
drugs or surgery.”

or…
Amazing facts your doctor won’t tell you about your Asthma (or whatever).

or…
Home remedies your doctor won’t tell you about.

Let’s face it. Anyone with a specific problem or interest, be it health,
business, parenting or whatever else, will usually be prepared to pay for
the right kind of information regarding their topic of interest.

For example, if you have cancer…

“How I cured myself of Cancer without drugs or surgery.”
For free information call _____________.

Or if you have migraine headaches…

“How I got rid of my migraine in less than 3 minutes without pills.”
Amazing medical break*through reveals a surefire technique any one can
use to get rid of migraines and tension headaches. Call __________for free
info.

Are you seeing a pattern here? The key as I said is to have the right
topic for the right market. One way to make sure you’ll be successful is
to test the market before committing to any project or newsletter.

Let me repeat that…

Test the market first.
Test the market first.
Test the market first.

The way you do that is to run some classified ads to see if anyone is
interested in what you are selling – your topic. The next thing is to
prepare a sales letter and try to convince them of the value of your
product and sell it to them…

It never ceases to amaze me how much money many people will spend to
set up a business, write a book, develop a product, take out patents,
copyrights and trademarks – without having any idea if anyone is actually
interested in what they are selling. Doing it that way is a recipe for
disaster.

Don’t do it.
Don’t do it.
Don’t do it.

Find a market and test if they are interested in what you want to sell
them… before you invest in the product. Believe me, you’ll save
yourself a lot of money that way.

Unique Buyer Advantage

… Also known as USP (Unique Selling Proposition), and also
UCBA (Unique Customer Buying Advantage).

So what is a UBA, USP, UCBA?!

*Your* USP is a destinct and appealing benefit or promise that
sets *your* business apart from every other “Me Too”
competitor that no other competitor offers. It needs to be
hairy, scary and controversial. If it’s not, it won’t attract
your potential clients’ attention.

You do not want a *Universal* Buying Advantage, where
everyone in your niche/industry is telling the same story,
i.e. “Buy 2 Get one Free!”, that totally sucks, and costs you
in the hip pocket – BIG TIME.

Some great examples of USP (Unique Selling Proposition), and
UCBA (Unique Customer Buying Advantage)…

Dominos Pizza
“Delivered piping hot to your door in 30 mins, or it’s FREE!”

Video Ezy
“Get the movie you want first time or it’s FREE!”

K-Mart
Not verbalized, but in practice they will exchange virtually
anything without a docket or receipt. Do you think that would
give them more customers?

Federal Express
“When it absolutely has to be there overnight, Fed Ex it!”

Schultz Beer
“It tases so good because the water comes from 250ft under the
lake. The mother yeast is 200 years old. The bottles fo through
5 different processes to ensure no foreign matter or bacteria
is present. The glass walls that seperate the production line
processes are 4 feet thick. All this to ensure the best
possible flavour to you.”