The title of this post is the subtitle to Mark Joyner’s book, The Irresistible Offer.
Other writers such as Jay Abraham and Gary Halbert have discussed the same concepts, but Joyner has formulated them into a format easy to understand and implement.
Business is about service — it’s about providing something (a product or service) that your market values. It’s not about fulfiling the needs of the business (your ego, financial needs, whatever).
It doesn’t help anyone if you’re providing a service your market wants if it’s not communicated effectively to that market.
And that’s where this book really shines. It’s made a huge impact on my thinking.
As promised, here is my notes on the book, The Long Tail.
Author Chris Anderson notes early in the book:
“iTunes killed the radio star.”
“Increasingly, the mass market is turning into a mass of niches”.
These are powerful statements, and true, of course. The evidence is all around us. Not only iTunes, but Amazon and Netflix also.
In case it’s not clear, the “tail” referred to in the title is the right side of a distribution curve, where the Y axis represents popularity and the X axis represents demand.
Under the old paradigm, due to various constraints (shelf space, airtime, money) products which have low demand are not carried by mainstream retailers or entertainment providers (TV, radio, movie theaters). There are simply not enough resources to make them availalble.
Under the new paradigm, if you need more storage space, you just buy another warehouse (Netflix, Amazon) or server (iTunes).
Anderson points out that the roots of Long Tail predate the internet: Sears and Roebuck.
In Chapter 4, Anderson helpfully enumerates six themes of the Long Tail:
He summarizes thusly:
“A Long Tail is just culture unfiltered by economic scarcity.”
There’s so much here, you may as well get the book yourself and read it.
If you are having trouble getting your business to stand out from the others in your market, you really must read Seth Godin’s book, Purple Cow.
Godin explains why it’s so important to make your business remarkable, and offers examples and some ideas on how to do it.