Perchance to Dream (of New Customers and Untapped Riches)
Last night I had a dream. I had a vision of many customers. Not just any customers, but the most coveted buyers of them all…mail order buyers!
And They bought often and recently, and liked to purchase many products at a time. They loved these products so much that they would never consider returning them. They liked to purchase in a specific category – they were niche buyers. A plentiful niche that was easily identifiable, a targeted market – the lowest hanging fruit from the tree!
And I remember in my dream that I felt warm and secure knowing that these were soon to be my customers. It was time to start my dream business and be richer than anyone can imagine. All I needed was the right products for these perfect customers.
But then something happened. My dream became a nightmare! For I had no products to offer my customers.
In my dream, I wracked my brain trying to find product ideas. I contacted various sources looking for products, but to no avail. Nothing! I asked friends and business associates alike, “do you have any products that would fit my market?” Again nothing! I couldn’t come up with one single product that this beautiful niche of customers would want.
And I woke up in a cold sweat, thankful that this was just a dream, and in real life this could never happen.
The truth is, we don’t wake up in the morning with ideas for new customer niches, but sometimes we do wake up with ideas for new products.
And sometimes these new products become businesses. This is the classic entrepreneur beginning: a dream turns into a business because someone thought up a great product idea and had the moxie to take it to market.
In last week’s blog, Bob the Ph.D. posted a comment reminding me that customers come first. Good point. A tad out of context, Bob, but you get an A for effort. Customers do come first when you have an ongoing concern or service problems. But I was answering a question regarding choosing products for a new catalog. Keyword: new!
Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.