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Article Title: The Good Stuff Is In The Tail...
Author: Kim Klaver
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So says the author of best-selling business book, The Long
Tail: Why the Future of business is selling less of more.
In the image, basic 'for everyone' stuff is on the left, and
the specialty goods peter off to the right - into a long tail.
Here's why should you care about this.
Do you have any special interest? Are you an audiophile, or you
love tennis, are you a pianist, or is your health your number
one priority?
Would you, as an audio nut, buy your audio equipment at Best
Buy? As a tennis lover would you buy your racquet at Wal-Mart?
As a health nut, would you shop at Safeway or Food Chopper?
Special interests are niches in the marketplace. Different
people are nuts about different things. In fact, one's person's
"good" could easily be another's "bad." Think choices of music,
food, or night-time lifestyle for you and your kids, or you and
certain friends.
If you love your weightloss or energy product and think it's
special you will pay what you have to for it. Because it
matters to you. And others in your niche will be happy to pay
for it, too, because they feel like you do.
But not those for whom weight or energy doesn't matter like it
does for you. They'll buy the 'for everyone' version (if they
bother at all). Here's the difference between the plain jane
variety and your special product line:
"If a producer (or a product) intends something to be
absolutely right for one audience, it will, by definition, be
wrong for another.
The compromise necessary to make something appeal to everyone
means that it will almost certainly not appeal perfectly to
anyone -- that's why they call it the lowest common
denonimator.
Aren't you glad your product (or business) is NOT for everyone?
They'd have to have been so compromised in quality that they'd
only appeal to those who don't mind getting the lowest common
denominator stuff.
And for that they can go to WalMart or GNC or Best Buy.
What if you focus on your niche - those who care about your
product or business values like you do? Niche products like
ours are meant to appeal strongly to a narrow set of tastes,
meaning tens of thousands, rather than tens of millions.
That would be enough, wouldn't it?
P.S. They don't tend to say "It's too expensive," either.
P.P.S. Yes there's crud in the tail. There's crud everywhere.
:)
About The Author: Kim Klaver is Harvard & Stanford educated.
Her 20 years experience in network marketing have resulted in a
popular blog, http://KimKlaverBlo
http://YourGreatThi
http://BananaMarket
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