Your 5-Steps Checklist to Identifying a Profitable Digital Information-Product Marketing Business Niche



You have to first research any digital information-product business idea you want to start selling.


Avoid taking big risks – only take very well-calculated ones.


Although most passions can be turned into a huge fortune, yet there are certain passions that cannot. 


So how do you know what’s going to work and what won’t?


In this post, I’ve outlined five simple points checklist that are going to guide your niche or topic selection.


These are the topic-qualifying metrics that you absolutely must measure before ever launching into a digital information-product business niche.


With this 5-step checklist, in less than 60 minutes, you can determine which of your passions will be the most profitable.


The 5 steps to qualifying your digital information-product business niche are:


1. Is the product to sell in the niche “Information Friendly”?


2. Are there “Competitions” in the niche?


3. What’s the size of the “Prospective Audience” in the niche?


4. How popular is the niche in “Search”?


5. Are there any “Long-Term Potentials” in the niche?



Checking off some of these steps takes only seconds.


Others may take a bit more time to research, but you’ll also learn how to find and use some great free online tools that automatically do the work for you.



Metric #1: Is the product to sell in the niche information friendly?


Let’s take underwear as an example.


There are literally billions of people who wear underwear around the world.


There is an incredible demand for underwear, too.


We can always find lots of people looking for underwear online.


But if you wanted to create an information product about underwear, could you?




You need to think through and understand this concept.


Many times we have a hobby or a passion that is simply not information-friendly.


There are no real tools to be used for this step; it is mostly your thought process.


However, if you can’t figure out whether your passion is information friendly or not, move to metric #2…


…it will take care of that for you.



Metric #2: Is there competition in the niche?


Finding competition is excellent news for your niche.


It means that other people are already having success, and you can too.


If, however, you find that your niche has no competition, don’t walk away – RUN!


It’s very likely that no one’s selling it because it doesn’t sell.


To find out whether there are others already selling products similar to yours online, there are two excellent sources to get competition data from:







95% of the time, Udemy will give you enough of an idea to know whether to proceed.


After (which is restricted for certain countries), Udemy is fast on the rise as the #2 marketplace for digital information products…


…and, between these two platforms, over 30,000 online courses are offered.


They have covered every niche that you can imagine.


If you cannot find a similar course to your idea in these 30,000 courses, your idea is far too risky.


You need to pick a different topic.


Do not try to bypass this rule.


The odds are massively stacked against you if you do.


It is especially important when you are just starting out that you stick to proven niches.


So remember:


If you do not find competition in your choice niche, stop your research immediately, change topics and start at #1 again.


Your topic must pass all five points on this checklist.


No exceptions.



Metric #3: What’s the size of the audience?


There’s a free tool to help you work this out.


Facebook’s Audience Insights lets you dissect a niche and figure out the right target for yourself.


Facebook’s Audience Insights doesn’t cost a penny.


You don’t even have to have any ads running on Facebook to use it.


In fact, it is specifically made to be a planning tool.


If you have a Facebook account, simply go to, “”, and sign up to be an advertiser.


Even if you have to enter your credit card number, you will not be billed.


Once you are in the advertising area, go to “Tools” and click on “Audience Insights.”


It’s a fast process and will become one of your favorite audience research tools moving forward.


To keep things simple, when you want to research the size of an audience, only search your target locations that are proven to have active online shoppers.


Those areas will give you a great idea of your audience size.


So, how big should your audience be?


Nothing is written in stone…but below are some average numbers to use as a general idea.





Again, these numbers are not written in stone.


Each case is different.


These are simply to give you a rough idea on where to get started.



Metric #4: Are people actively seeking your information online?


Using some other great free tools, you can know in just minutes whether there are enough people around your target location who share your passion enough to actually research it online.


Keyword research tools let you take a peek behind the search engines of the world, especially Google.


You simply type in a keyword to instantly see how many people around your target area have searched for that keyword recently.


You can narrow your results to any specific location that you prefer.


There’s a great tool to find your actively searching market size:


That’s Google AdWords Keyword Planner.


Google’s Keyword Planner is a popular tool.


There is a catch, however:


To gain access, you need to activate an advertising account by creating a fictitious ad and entering your credit card details.


At the last moment, you can turn the ad off and never spend a dime – but you can still gain full access to their free keyword research tool.


Although, the process of having to pretend to launch an ad and also enter a credit card number makes some marketers feel uncomfortable.


But, an alternate option for you is


It’s free, instant, and provides enough information to help you determine the size of your niche.


This is just the beginning.


The first major step here is to make sure that your passion has at least 5,000 monthly searches on these tools.


As far as competition is concerned, you don’t have to ever worry too much about it.


There will always be opportunities in the most competitive niches.


One last important note:


Just because a niche has 100,000 or more searches does not necessarily make it a great topic for you to pursue as a business.


You still have to be sure that all the other checkpoints in this list have been marked off with a big positive “Yes.”


The next step guarantees that your niche is profitable as well.



Metric #5: Are there potentials for a long-term spending capability?


Is your niche an idea that comes and goes?


Or will you be able to build a customer for life?


Look at sex enhancement as an example.


If you were to join my customer list today and buy a sex enhancement product, there is a strong chance that you will still be buying from me three years from now – and even ten years from now…and even more.


Here is another example:


Take a look at the pregnancy niche.


This kind of niche does not pass the fifth step on the checklist.


Think about it:


Pregnancy only lasts nine months.


After that, the new mother is no longer seeking information on pregnancy, so she is no longer a customer.


However, you can still be successful if the size of the demand of your niche is huge.


Yet, if you’re smart, and you can create a similar topic in such niche, like, for instance, in this case, “infant care”…


Your business might easily progress right alongside your customers.


This will significantly increase the value of each of your customers.


The higher the long-term capability, the more scalable your business can be.


So if your niche does not have long-term scalability, then the size of your short-term demand needs to make up for the lack of the long-term potential.


Alternately, you can choose related sub-niches to your main niche to grow the topics covered and make your business scalable that way.


There you have it!


These are the only five steps you need to know to choose the right digital information-product niche.


As long as you cross check your digital information-product business ideas along these lines, you will remove 90% of your risk.




Source of post idea: Anik Singal, Lurn, Inc.




Let’s hear your say. What did you learn in this post? Share your opinions in the comments section below.

How to Stand Out From the Competition in Your Marketplace



Understanding the competition in your specific marketplace is a key component of your marketing strategy, enabling you to position your business correctly in your marketplace.


Healthy competition keeps you on your toes and increases your drive for success.


In this post, I’m going to show you how to identify what makes a business stand out of the competition, why you should be checking out your competitors, and what tools can help you get ahead of the game. 



Do you really know what makes businesses stand out?



Imagine you own a fashion outfit.


What would make your business distinct compared to other brands selling wears?


Maybe your shop’s exterior is painted in bright red, or you have an eye-catching window display, or perhaps you’ve even hired someone to shoot some hoops outside to grab people’s attention as they pass by.


As a physical store, you need to stand out – distinct from the competition.


The same is true in digital.


Identifying all what makes your business different from the competition gives you what I call, your Unique Marketing Mechanisms (or, UMM).


A Unique Marketing Mechanism is a clear system that describes the benefits you offer, how you might solve your customer’s needs, and what distinguishes you from the competition.



4 questions that define your Unique Marketing Mechanism



There are 4 certain key questions to ask yourself when defining your UMM, and they are:


+ Who is my target audience?


+ Who are my competitors?


+ What problems does my target audience have?, and


+ How can I solve them?


Once you’ve penned down these questions, you can then come up with a concise statement that incorporates the answers.


Here are a few pointers to take note of:


+ Speak in a human and friendly voice.


+ Be as natural and relatable as you can, and remember, you are trying to attract people like you, not robots.


+ Shout about it.


Your UMM should be displayed on your website, social media, and other marketing materials.


A good UMM won’t appeal to everyone, but that’s no problems.


Build a UMM that is tailored and speaks directly to your exact target audience.


Other things to consider while working on your UMM are your strengths and weaknesses.



The SWOT Analysis



To do this, use a SWOT analysis, which will help ensure your business decisions are well-informed.


SWOT stands for Strengths, Weaknesses, Opportunities and Threats.


To get these, ask yourself:


+ What is it we’re good at? (Your strengths)


+ What can we do better? (Your weaknesses)


+ How can we grow, change and improve? (Your opportunities)


+ What is happening or could happen, both internally and externally, that might affect us negatively? (The threats your business could face)



Online Tools



While constructing your UMM, it’s a good idea to check what the competition is up to.


When starting a competitor analysis, make sure to utilize the free tools available online.


Start with search engines (like Google, Bing, Yahoo Answers, etc.), which can offer the most immediate answers.


Simply search for your key terms and take note of:


+ Who appears in the top results on search engines for your kind of product or service?


+ Which keywords appear on their website(s), that is, what words are they using in the page titles on their website(s)?, and


+ What messaging are they using on their social media channels?



Set up Alerts Systems



Another way to stay up to date with what your business competitors are doing is through signing up to what are called “alerts systems”.


Certain free tools like “Google Alerts” show you who is talking about certain topics online, so they help you keep updated of such topics.


Try setting up alerts for key products or services, as well as your own business and competitor names.


You’ll then start to receive notifications when the terms you enter are discussed online, and you’ll be able to see how your business or the business you work for compares.


Now, how could you apply these tips so that your business stands out?


So what makes your business different?


Use the tips from this post to find out what your competition is doing, and use a SWOT analysis to identify what makes you and your business stand out of the competition in your marketplace.




Have you learned something new from this post? Let’s discuss them in the comments section below.

Gary Halbert’s Simple but Brilliant Way to Get Huge Credibility and Trust for Your Personality and Business



The late legendary copywriter, great Gary Halbert once wrote an ad… [image below…]





Not only is the copy superb, the secret behind how the ad was used to bring Gary credibility was as well genius.  


You can see the ad was written as an advertorial – an ad intended to model the look and feel of an editorial content.


It’s a strategy known for getting far greater readership than the traditional ads.


Gary was known for running lots of ads like these in newspapers.


And doing this served a dual purpose for him:


(1) Of course, he’s doing this to generate sales.


(2) He also wants to gain an instant trust and credibility. (But not like you think, though…)


How Gary used this strategy to achieve the second purpose of gaining credibility and trust is what I want you to understand and take note of.


First…notice how the ad was written from a third-party perspective.


It was written as if a reporter did the research and was now sharing this story about Gary.


Second…notice how the ad refers to Gary as a “Direct Mail Genius” and “the best advertising copywriter who ever lived”.


This, of course, is to give Gary credibility in the ad.


But that’s not the only reason.


Gary ran his ads in tons of different newspapers…including, national publications like the New York Times and others.


So, of course, after running an ad like this in say… the NY Times… Gary could leverage that credibility in future ads by saying things like…


“According to a recent issue of the New York Times, Gary Halbert is a Direct Mail Genius… and is referred to as the best advertising copywriter who ever lived.”


It is true, right?


In this example, those words were published in the NY Times.


Granted, they were published within Gary’s own ad about himself…but they were published nonetheless.


So Gary could quote it.


Simple, but brilliant, right?  


This same strategy is used today online.


And here’s a simple, fast way you can do it:


(1) Write a news release about you, your business, or your product or service.


(2) Pay some news or media houses to publish your news release.


(3) You could as well pay to distribute the news release for you to their syndicated newswire list. It costs about $250 (around #90,000).


(4) Your news release will get picked-up automatically by lots of news sites, search engines, bloggers and journalists. Most will be local news agencies and organizations. But a handful will be partners of major news sites.


(5) Quote your news release on your site, in your marketing, etc. – as shared by one of the credible news agencies or organizations who picked it up.


And see how your audience instantly trust and believe everything about you and your business!


It’s that simple.


It’s that easy.


It’s done all the time. 


And it’s a rinse and repeat process that you can always do all the time. 



Share your thoughts about this post as usual in the comments section below.

Long Form Advert Copy VS Short Form Advert Copy – Which Works Best?



Testing shows that long letters usually work better than short letters.


This is yet another example of how direct marketing is “counter-intuitive.”


Common sense would seem to dictate that short letters and short presentations would work better.


Who has time to read a four-page or eight-page letter?  


But all testing shows otherwise.


Long ad copies work far better than short ad copies 85 percent of the time.


A four-page letter will work better than a two-page letter.   


An eight-page letter will work better than a four-page letter.


This is a general rule.


There are, of course, exceptions.


The reason is this: About half the people who answer your letter with an order will have read every word.


The other half who answers will have scanned your materials.


The scanners read the first line, the P.S., and the reply form, your headlines, and perhaps some of your underlined phrases.


And they will review the guarantee.


Your scanners don’t need a long letter.


But about half your buyers want all the information before they make a decision to buy.


These people can’t get enough information.


And if you fail to answer all their questions, they won’t buy.


You must write for both audiences: Your scanners as well as those who want all the information.


Of course, there comes a point of diminishing returns.


A 16-page letter is overkill in most cases, and may drive your cost up too high, yet some 16-page letters have turned out to be very successful.


The fact that it’s 16 pages is enough to get a reader’s attention, and suggests that the writer must have a lot of important things to say.


Generally, a 16-page letter will out-pull an eight-page letter, but not enough to make up for the increased cost.


But there are important exceptions to this rule.


Subscription and membership renewal notices should be short and look more like invoices than letters.


A one or two page letter works best here and also keeps your cost lower.


If the service, product, or cause does not need much explaining, a short letter will work best.


A dentist might send you a reminder that it’s been more than six months since your last check-up.


No need, in this case, for this notice to include a long letter describing all his or her services.


If the President of a country is writing to his supporters asking for contributions for his reelection campaign, he does not need a long letter.


The need is obvious.


It does not require explaining.


Everyone knows who the President of the country is.


Everyone knows political campaigns cost money.


Besides, a Presidential election is in the news every day.


In a case like this, a long letter will be a distraction and will likely depress returns.


Credit card offers are usually short.


Everyone knows what a credit card is for.


All that needs to be explained is the offer.


What is the interest rate?


What is the annual fee?


What are some of the incentives and benefits?


This job can be done on one or two pages.


Long letters will almost always work best in prospecting.


Since, in a prospect letter, you are writing to people who have never bought anything from you and who know nothing about you, more explaining will be needed to persuade your reader to try your service.


Your letters to those who have already bought something from you can be a mix of long and short letters, whatever is appropriate.


The length of your letter should be determined by how much you have to say.


The rule is to answer all the questions your reader might have.


If this requires eight pages, write eight pages; if it requires four, write four.


Don’t waste words.


Make your message simple and compelling.


Don’t bore your reader.


Pull the reader through the copy.


The easiest step a reader can take is to stop reading and go on to something else.


Your reader will know if you’re not saying anything of much importance.


Every word should count.


Every word, every phrase, every sentence should have a purpose.


All superfluous words and sentences should be ruthlessly cut.


But don’t cut your marketing copy just to make your letter fit on two pages or four pages either.


Tell the whole story.


But there’s another side benefit of the long letter.


A very long letter, eight pages or more, is attention-getting in itself.


It adds weight and heft to your package.


If you’re sending a physical mail, it Kind of makes your envelope, stuffed full of paper, feel like a brick when it arrives in the mailbox.


“I wonder what’s in here?” your readers will ask themselves.


Don’t write an 8-page or 12-page or 16-page letter just to do it.


Make certain you really have enough to say to fill up all the space.


But the attention-getting aspect of a very long letter is a factor to consider.


Many of my most successful physical direct mail packages land with a thud when dropped on the kitchen table.



The longer you hold your reader’s attention, the better your odds of getting the sale



The car salesman wants to keep you in the showroom.


He knows that if you leave the showroom, the chance he will ever get the sale is almost nil.


If your reader puts your letter aside, thinking “I’ll come back to it later” — you can be near 100 percent certain he or she will never be back.


If he or she ever comes back, it’s a bonus.


On the other hand, if you can write in such a way that captivates your reader (just like how the American author, Stephen King writes); you have a great chance of getting the sale.


The longer your prospect reads, the better chance you have of getting the order. 


There is only one reason your prospect will continue reading your letter:


You are striking a chord with your reader.


What you are saying is of intense interest to your reader.


Your reader will continue to read only if it’s more difficult for your reader to stop reading than to continue reading . . . because what you are saying is so fascinating.



I hope you learned a new thing from this post? Drop your opinion about the post in the comments section below

Is Direct Response Marketing the Actual True Marketing?



The difference between true marketing – direct marketing – (as I’ve always reiterated) and the traditional advertising is this:


Unlike all your letters, emails, and direct response ads, the 60-second advertisements you see on TV promoting the major brands are not aimed at generating immediate sales and inquiries.


And they don’t.


There are no results to measure for the traditional ad.


These ads are designed to create brand recognition and public awareness.


They are aimed at making the public familiar with the brand and the name of the product.


There is no real way to precisely measure the effectiveness of these traditional ads.


The big corporations know they must advertise.   


And they are just left hoping their ads are successful.


But there’s no real benchmark for success.


We certainly know these ads are successful for the ad agency, some of which are racking up billions of dollars in billings.


But we have no precise way of knowing if these ads are successful for the client . . . because no orders or inquiries are arriving at the office in answer to these ads.


In this sense, the traditional ad agency’s primary mission in life is not to create ads that win customers, but to create ads that impress the corporate client.


If the ad happens to be good and brings customers in, that’s a bonus for the ad agency.


But who will ever know if that’s what’s happening?


The primary mission of the traditional ad agency is to sell the client on the ad campaign, not to create ads that actually sell product.


Who really knows how all those Pepsi ads are doing?


The ads are attention-getting and interesting.


They have certainly done a great job of creating brand awareness and a hip image for the company.


I certainly like the Pepsi ads.


No doubt the ads are doing well for Pepsi and are helping Pepsi build its image around the world.


But Pepsi has no way of knowing how each individual ad is doing.


Pepsi has no idea how many sales each individual ad is generating.


Pepsi really has no way of knowing its “return on investment” for each ad launched.


The best Pepsi can do is guess.


The best Pepsi can do is ASSUME its ads are effective.


But even if Pepsi’s “building brand awareness” and image advertising method is working well for Pepsi (and I’m sure it is), there’s very little any of us can learn from this approach.


There’s no model here for the entrepreneur to follow.


“Go out and just copy Pepsi” would be silly advice for you because you don’t have a multi-billion dollar advertising budget.


It would cost you hundreds of millions, more likely billions, of dollars in advertising to create an image and a “general public awareness” of you, your company, your brand, or your product.


Then you would need to have in place a massive manufacturing infrastructure and a nationwide distribution network to make sure your product is available everywhere.


It would be enormously costly for you to follow the Pepsi “build brand awareness” and image strategy even in the smallest of local markets.


The production of these TV ads alone is a major undertaking.


This big corporate approach is of zero use to you or me.


If it were useful, you would not have gotten this far in this post.


The other approach is to sell people our products and services in one-on-one personal conversation.


That’s what salesmen do.


This is how the rest of us, who don’t have a billion-dollar advertising budget, must make our living.


But since the salesman cannot be everywhere all at once making his one-on-one presentations to prospective customers, the next best thing are the systems I’ve described here.


I believe the most powerful of all marketing tools is the sales letter.


The sales letter, for much less cost than a personal one-on-one meeting, seeks to start a conversation with your prospect with the aim of selling your product or service.


Sometimes you can sell the product on the strength of the letter alone.


Sometimes, for high-priced products and services, you just want to find out if there’s interest in what you are selling — that is, you are seeking to generate qualified leads.


Either way, the goal of your mailing is clear and the results are precisely measurable.


The Internet and direct response space ads and radio ads are also wonderful tools if used properly.


Everything you do must be “direct response”.


Remember, if your marketing is not exactly and precisely measurable, it’s really not marketing, it’s PR.


The traditional ads are PR.


This post is about true marketing — that is, showing you how to produce results that are precisely measurable.


That’s the difference between the sales letter or lead generation letter and the image advertising that Pepsi is doing.


Performed correctly, you should know to the penny how much it costs you to generate a sale.


The mission of marketing is not to create a general awareness of your brand or your product.


The one and only purpose of your marketing is to sell.


If a traditional-style ad campaign is like a nuclear bomb that hits everyone in an area, a direct mail marketing campaign is more like precision surgery.


That’s why direct marketing is still the most cost-effective advertising there is.


If you remember nothing else you’ve read in this entire post and others like this, I urge you to remember these nine points:



1) Write about what your reader wants, not about what you want.


2) You can succeed if you write a poor letter for the right list (that is to the right people), but the best letter in the world cannot work to the wrong list.


3) Craft headlines and sub-headlines that will grab the interest of your reader.


4) Persuade your reader with facts and reasons, not fantastic claims and empty hype.


5) Keep your reader’s interest with fascinating details and narrative (like the American author – Stephen King) that make it easier to keep reading than to skip what is being said.


6) Craft an offer no intelligent reader can pass up.


7) Don’t make your guarantee a boring after-thought, but instead create a super-charged guarantee that will catch your reader’s attention, like Nordstrom’s famous guarantee.


8) Give your reader good solid credible reasons for answering your letter today, not tomorrow.


9) Make sure your letter reads like a letter from one person to another, that it does not come across as mass advertising . . . even if economics dictate that you must mail a cheap non-personalized “Dear Friend” letter.



Whether you are writing to a few people or a million people, if you achieve these nine things, you will succeed.




Was this post helpful to you? I’d very much like to get your feedback on it in the comments section below.  

The Big Secrets of Direct Response Marketing

Direct response marketing or direct response advertising seemed a huge puzzle to a lot of people – probably not well grounded in internet marketing.


Some might even argue it doesn’t work!


Well, we’re all limited by what we know… 


To understand how direct response marketing works, we have to dig into its history…how it actually came to be.


The 18th century English entrepreneur and potter, Josiah Wedgwood is credited as the inventor and pioneer of many of the marketing strategies used today, including direct mail, and direct marketing.


Aaron Montgomery, in the 19th century also supported these ideas, and believed that using the technique of selling products directly to the customer at appealing prices could, if executed effectively and efficiently, revolutionize the market industry and therefore be used as a model for marketing products and creating customer loyalty.


He went on to produce the first mail-order catalogue for his Montgomery Ward Mail Order Business in 1872.


By buying goods and then reselling them directly to consumers, Ward was consequently removing the middlemen at the general store and, to the benefit of the customer, drastically lowering the prices.


Whereas, the term direct response marketing or direct response advertising was actually identified, named, defined, and coined by Lester Wunderman whom some considered to be the father of contemporary direct marketing in 1967…


In fact, he was the brain behind the creation of the toll-free 1-800 number, etc. 


And a simple explanation on how direct response marketing or direct response advertising works is:


Going into the history of how it started…before the advent of the internet…


Like earlier noted, direct response marketers sell via correspondence – mails.


What they do is…


They write their captivating adverts…and then put them in envelopes addressed to different people whom they’ve had the permission to post to.


They then go to purchase postage stamps at the post office.


They can, for instance buy postage stamps at say, 50 cents each…


And the product or service they want to sell with the advert could be worth say, $5 or thereabouts.


They’d now state in the adverts – their call-to-action (CTA) – that the receiver, if agreed to buy, should include a form of payment, (and probably, also, a return postage stamp fee) for the products to be sent over to them.


If anyone received their post buy didn’t buy, that’d be a loss on advert spending for them…


While anyone who bought brings a gain or profit to the marketer.


This system could be likened to how internet marketers use the present day media buying systems…


Where for instance, when leads or prospects buy your products or services after seeing your paid advert on say, Facebook or Google brings a profit to you…


But anyone who clicks on your paid advert, and gets to your landing page, but doesn’t eventually buy, would cause you a loss on the amount you’re paying for that click.


In just the same manner was how the direct marketers of those times calculate the profit or loss from their adverts.


And that’s the summary of the whole thing.


The bottom-line of what you should grab from that is on how to effectively acquire the “right” customers to your business using the appropriate “paid” traffic systems…


And that was my topic of discussion on Saturday, October 14, 2017… (some months back though :-)) at the Ibadan House, Ibadan, Oyo State, Nigeria.







… when folks of the Federation of Ibadan Students Union (FIBSU) invited me to give them a talk on “using the internet marketing systems to boost business productivity”.


I hope you enjoyed this brief discussion just like they enjoyed the detailed training on that day…? 🙂



Let me have your opinions (as usual) about this topic in the comments section below

The Number ONE Reason Why People Buy (Post 2 of 2)



People buy your products or services with emotions, and thereafter justify their purchase with logic!


In the first part of this post, I showed you some emotional states that move people to buy your products or services.


This post is a continuation of that…as well as an exposure to the utmost overall reason why people actually demand and buy…


Without further ado…



  1. Desire to make a difference



People want their lives to count for something, to make a difference.


People run for President and public offices to make a difference — hopefully not just for recognition.


People contribute to charities, political causes, and religious organizations to make a difference.


People become teachers and religious leaders to make a difference.


People write books and articles to make a difference.


People volunteer to make a difference.


Very few people want their life to count for absolutely nothing, to have made no positive impact in the world.


Most people want to leave a legacy of some kind.


The desire to have an impact, to leave a mark, to make the world a better place, can be a powerful motivator to buy or contribute.



  1. Desire for meaning in life



People want life to mean something.


Religious organizations rely on this motive to prosper.


Most people believe in God.


Most people do not want to believe their life is an accident.


People buy Holy Books, religious tracts, and philosophical discourses to find meaning in life.


They join a religious house and attend seminars for the same reason.


Billions of dollars are spent every year by people wanting to find meaning in life.



  1. Desire for power



People want to tell others what to do.


They want to be in charge.


They want power.


They want to be like God.


Sometimes they want power to do good things, sometimes evil things.


Elections are about deciding who will be in charge.


Billions of dollars are spent to win elections, and to win power.


People start their own businesses and organizations in part because they want to be the boss.


People want to be in charge of their own lives and in charge of other people’s lives as well.


Serial killers are the way they are because they want power over others — their victims.


The desire for power over others is at the root of every war.


The obsession for power has caused enormous human misery: Hitler, Stalin, Mao Tse Tung, Pol Pot, and countless dictators throughout history.


The desire for power is one of the most powerful human motives.



  1. Necessity of life



People need food, water, soap, clothes, electricity, gas, transportation, haircuts, phones, etc.


Maybe computers and Internet connections now fall under the category of a necessity of modern life.


Businesses need paper, copiers, desks, chairs, fax machines, phones, and computers.


Can’t do without it” is certainly a powerful reason to buy.



  1. Addiction



People become addicted to drugs, alcohol, tobacco, caffeine, gambling, pornography, sex, and fast food, etc.


Some addictions are physical, others psychological.


But the effect is the same, an ever-present compulsion to get more.


Marketers of these products see their jobs as feeding the addiction and creating more addicts to the substance, product, or activity.


This is how the drug dealers, the tobacco and alcohol companies, the porn industry, sex traffickers, the casinos, and the fast food and junk food companies are making billions.



Now that you know all the possible reasons moving people to buy…let me now show you the real #1 reason why people actually buy…



The #1 real reason why people buy



Earlier, I listed seventeen motives fueling the desire of people to buy something.


But almost all of these can be recast and placed under one motive.


The most powerful motive of all is fear.


People are very insecure about their place in life.


Are people searching for love, or are they more afraid of ending up alone?


Stopping something bad from happening is always a more powerful motivator than causing something good to happen.


I exercise not so I can look like Mr. Universe, but because I fear looking like Jabba the Hutt. 🙂


I want to make more money not so I can buy more things, but mostly to guard against going broke.


Desire for power is a subset of fear.


So is anger.


People are angry because they are not in control.


Short people (like Hitler, Stalin, Napoleon, Mao Tse Tung, Pol Pot, etc.) seem more interested in power than tall people (like Thomas Jefferson, George Washington, etc.).


People want power and get angry mostly because they are insecure — which is a variation of the fear motive.


Your sales pitches, letters, and copies will perform far better if you talk about, or imply, all the bad things that will happen to your reader if he or she fails to answer your letter.


If you receive a letter from the tax office or an attorney, you are very likely to open it — far more likely and quickly than a letter from a friend!


People fear the tax office, fear lawsuits, fear getting older, fear dying, fear failing, fear loneliness, fear nature, fear getting sick, fear God, fear going to Hell, fear being left behind or left out, fear being fired, fear not keeping up with the Joneses, fear not amounting to anything in life, fear for their kids, fear not being understood, fear other people, fear walking down the street, and just generally fear life.


American director, Woody Allen built a career that spans more than six decades of making movies about people’s fears, insecurities, and neuroses.


The news media sells almost nothing but fear, because news organizations know that fear sells.


Rarely do we hear a positive news story.


Mostly we hear stories about disasters, crimes, wars, typhoons, and diseases.


People contribute to causes mostly because they want to stop something bad from happening.


How does the car salesman stop you from walking out of the showroom?



“Another guy also loved this car

and says he’ll be back later today

with his down payment.

If you don’t buy it now,

this car will be gone this evening.”


Or . . .


“This deal I’m offering you expires at the end of the month, which is today.

We’re actually losing money on this price.

We’re only offering this price today so we can meet our sales quota for the month

because if we meet our quota, we get a bonus from GM.”



I’m sure you’ve heard these or similar pitches before. 


The salesman is using fear (your fear of losing out) as a way to persuade you to make an immediate decision.



People buy not so much to gain something, but because they fear losing something important if they don’t buy now.



Share your thoughts about this post in the comments section below

Direct Response Advertising VS Traditional Advertising

For small businesses wanting to grow and expand like the big corporations, there’s the need to know which to go for between advertising the traditional way, or the direct response way…


For clarity sake, traditional advertising is the advertising done on the popular traditional mediums – newspapers, events sponsoring, billboards ads, TV ads, radio ads, posters, handbills, etc. – otherwise known as mass advertising…advertising done to reach a mass, non-targeted audience. 


This kind of advertising is normally beset with a number of disadvantages:



  1. They’re hard to change.



You can’t easily change an advert you’ve printed on billboards, posters, handbills, or that you’ve sent to the TV, radio, or for event sponsorships, etc.



  1. They’re not easily measurable.



For instance, you can’t easily measure how many people saw the adverts you placed on a billboard, etc.



  1. They’re not easily targeted.



You can’t easily measure how many bee keepers actually saw your TV ad for bee keeping…you can’t also tell whether or not they received your adverts in the right moments, like for example, were they sleeping or awake when your ad was running on the radio?



  1. You can’t easily decide on your budget for the ads.



TVs and radio ads have fixed billing costs.


You can’t change that.


The costs of printing and/or displaying handbills, billboards, posters, etc., are all fixed.


There’s practically nothing you can do to control that.


So, whether or not people see or get your adverts through theses mediums, you’re still going to pay – and they’re mostly huge payments.



Meanwhile, direct response advertising on the other end is that form of advertising that’s most result-oriented for any kind of business – whether small business or established large corporation.


The system of direct response advertising goes something like:


  1. Target the correct audience.


  1. Suck in the audience with a big compelling idea.


  1. Have an over-the-top offer with a clear CTA.


  1. Use creative and compelling copy to avoid losing them.


  1. Have clear metrics in place.


     6. Identify what a new customer is worth and what you’re willing to pay to acquire them.



You can now see for yourself where you should aim your advert spending at for maximum customer-acquisition and customer-monetization as a business looking to make much of their advert spending.


I was actually invited by MC Special – Olabamiji Akintunji to discuss this topic on Agidigbo (Online) Radio (, Ibadan, Oyo State, Nigeria on Saturday, February 10, 2018.







…and I just felt you shouldn’t be left out of such an awesome discussion.


Share your thoughts about this topic in the comments section below



The Number ONE Reason Why People Buy (Post 1 of 2)



The legendary copywriter and advertiser, David Ogilvy said, “When you sell fire extinguishers, show the fire.


It goes without saying that no one of your leads and customers is ever interested in whatever it is that you sell…but only the outcome, the result, the honour, the prestige, the fame, the exclusivity, the power, the hope, the safety, etc., that they’d get out of the product or service that you’re selling them.


People don’t want education by paying huge exorbitant tuition fees; all they want is to be in the exclusive ‘literates’ club.


People don’t want cars, they only want the comfort, luxury, prestige, etc., that comes with owning a good car.


People don’t want refrigerators or freezers. All they’re after is to always get their drinks and beverages chilled to cool off the heat.


People don’t want to join a gym…all they want is to get in good shape. 


So, there are actually some reasons behind the demand your leads and customers have for your products or services.


I can go on to name up to about seventeen of such reasons, as stated by the great advertiser and copywriter, Benjamin Hart…which I’ll nonetheless do in a moment…


Yet, I’ll further on show you a chief reason that stands out at the backbone of every other reason your leads and customers have for demanding your products or services.


Let’s go… 



  1. Fear



People buy because they fear getting old, fear going broke, fear being left behind.


They fear being left out.


They fear death.


They fear getting sick, fear going to Hell, fear being alone.


They fear the young people gaining power, or they fear the old people retaining power.


They fear the Umbrella party or the Broom party gaining power.


They fear life is meaningless.


They fear failure.


They fear their kids won’t amount to anything.


They fear being insignificant, not leaving a mark.


Fear comes in all shapes, sizes, and forms.


Fear is a powerful motivator causing people to buy.



  1. Desire to be recognized



People buy because they want honour and prestige.


They want recognition.


They want to be set apart from the crowd.


They want to be part of an exclusive, prestigious club.


They want fame.



  1. Greed



Just about everyone wants more money.


No matter how rich someone is, they always want more.


Even billionaires want more, not because they need it, just because they want it.


They want more than the other billionaire has.


Bill Gates has not stopped trying to make more money even though he’s the second richest man in the world.


Jeff Bezos still wants more because he wants to stay the richest.



  1. Love



Love is a powerful motivator to buy.


What other motive can there be for buying life insurance?


People want to make sure their children have the best and that their loved ones are taken care of.



  1. Self-improvement



People always want to improve themselves.


They join a gym to get in shape.


They sign up for a seminar to learn something that will help them get ahead.


“How To” manuals are some of the best-selling books on Amazon.



  1. Desire to win



There’s a strong competitive instinct in most people.


People just flat-out want to win at games, at sports, at business, at love, and in life.


No one wants to be called a “Loser.”


No one celebrates “failure” or “loss”.


People want to be the best.


They want the recognition that goes with winning, or they just want the satisfaction of knowing they are the best at something. 


It’s not enough for Tiger Woods to be the best golfer in the world.


He now wants to be the best golfer of all time.


Does he want to win because he wants more fame or more money?


Does winning make him feel superior to other people?


I don’t think so.


I think he is someone who sets a goal and then just wants to achieve it.


He’s a perfectionist.


He feels he can always do better.


The desire to win will cause people to buy the best equipment, get the best teacher, and buy the best books and videos on the subject.


We want our kids to win.


We want our teams to win.


The innate desire most of us have to win fuels the sports industry and much of our economy.



  1. Comfort



People want comfort.


They want a comfortable bed, a comfortable chair, a comfortable car, comfortable shoes, and comfortable clothes.


People want a Jacuzzi.


We want pain relievers even for the most minor pains, just to make ourselves more comfortable.


We want larger and more comfortable rooms.


Human beings seem to be on a never-ending quest for more and more comfort.



  1. Laziness



Sure, people want to improve themselves, and they want to win, and they want to make more money . . . but only if it’s easy.


People are lazy.


That’s why you don’t see many sales pitches that highlight how hard you must work to achieve the results being advertised.


You will see beautiful people sitting on the exercise equipment and talking more often than we see them actually use it.


People want the results without the work.


“Lose 10 pounds in 30 days with no dieting or exercise. Just take this pill.”


That’s the basic pitch.



  1. Quest for a great experience



People want great experiences they will remember for the rest of their lives.


They want travel experiences, educational experiences, family outings, parties, vacations, barbecues, great food at great restaurants, and good movies to watch.


They want exciting experiences, relaxing experiences, social experiences, and entertainment experiences.


People want shared experiences with loved ones.


The travel and entertainment industry is all about creating and selling memorable experiences.



  1. Sex



People want more sex and better sex.


People want sex, period.


People want to be more attractive and sexier.


Sex is everywhere in advertising, movies, and entertainment.


Sometimes it’s in the open, sometimes implied.


The mere mention of the word “sex” draws immediate and riveted attention.



  1. The desire for relationships



People want friends.


People want dates.


People want romance.


People want to get married.


People want to be connected to other people.


People want to be part of a community.


Dating sites are among the most popular on the Internet.


People want to improve their relationships with their children and with their spouse.


When a relationship breaks up, it’s painful.


When a relationship starts, it’s exciting.


Most people do not want to be alone in the world.



  1. Anger



Anger can be a very strong motivator.


People send money to the Youth’s Party because they are angry at the Old People’s Party.


People send money to the Old People’s Party because they are angry at the Youth’s Party.


People hire a lawyer to sue someone because they are angry.


Following the 9/11 terrorist attack on America; people bought flags and decals not just out of patriotism, but also to show their anger at the terrorists.


That was certainly justified anger.


Anger makes people want to strike back and fight, even go to war.



Let’s conclude this topic in the second part of this post…watch out!  


Share your views about this post in the comments section below… 

Here’s How to Construct an Attention-Getting GUARANTEE STATEMENT That Forms a Memorable TOUCHSTONE for Your Business



You have to raise the level of your guarantee.


It’s no longer sufficient simply to include a money-back guarantee with your offers.


There is nothing remarkable about a money-back guarantee, since all marketers include it.


The challenge is showing your audience that your guarantee means something, that it’s real.


The statement of Chris Farley line from the movie “Tommy Boy”, gives more insight into this…wherein he says: “Look, if you want me to take a dump in a box and mark it guaranteed, I will.”


That’s about how much credence your audience place in the word “guaranteed” today.


How do you make your guarantee mean something?


How do you make your audience pay attention to your guarantee?


What’s required today is a super-charged guarantee — a frank guarantee.


Nordstrom’s guarantee – Nordstrom Stores – is one of the most famous.


Nordstrom promises that you can return a Nordstrom product anytime and get a full refund, no matter how long you’ve had it, no matter how much you’ve worn it.


There’s a story (probably an urban legend) about a guy who brought in a set of tires to Nordstrom, asking for a refund.


Nordstrom gave the refund even though Nordstrom has never sold tires.


Though this story is probably myth, the fact that this story is so well-known just underscores the legendary fame the Nordstrom guarantee has achieved.


Everyone knows about the Nordstrom eye-popping guarantee.


The Nordstrom guarantee is so famous that it’s now part of the Nordstrom brand.


This extraordinary guarantee is what people think of when they think of Nordstrom.


The Nordstrom guarantee communicates far more than just that the purchase is “risk-free” to the customer.


This super-charged guarantee communicates that Nordstrom has confidence in the quality of its merchandise, and also that Nordstrom trusts its customers to treat Nordstrom fairly.


A relationship of trust is established.


Nordstrom is telling customers that the store is staking its entire business on the quality of its products and on customer satisfaction.


In a sense, Nordstrom has built its business and reputation on the attention-getting strength of its guarantee.


And what a brilliant marketing strategy this is, because without this memorable guarantee, Nordstrom would not stand out in people’s minds as any different from a dozen other department stores that offer the same merchandise.


The stunning Nordstrom guarantee is what makes Nordstrom different.


Ben Hart once said:


I know an accountant who promises his customers that if they ever feel he has failed to save them at least double the cost of his fee on their income taxes versus what they would have paid if they had done their own taxes, he will refund his entire fee.


This accountant has no shortage of clients.


As far as I know, he has never been asked for a refund.


One of the biggest challenges we sales letter writers have is to get our audience to read our entire letter — or to hear the entire pitch.


One way to generate interest in your letter is to build your letter around a stunning guarantee that might read like this:


This Letter Is Guaranteed


You might wonder: “How can a letter be guaranteed?”


It’s free anyway!


I don’t believe this guarantee has ever been made before.


So here’s how it works:


If you read my entire letter and if you feel, at the end, that it’s been a waste of your time, just let me know by writing a note on the back of this certificate and I will send you $20, or donate $40 to a charitable cause, whichever you prefer.


I am making this guarantee because I know you are very busy running your shoe making business.


I also know that I am asking you to take a few minutes of your valuable time to consider what the program I’ve outlined here can do to help improve the marketing of your shoe making business.


Since I’m sending out about 400 of these invitations, this potentially puts me at risk for having to pay out $16,000.


But I’m not overly concerned because I’m confident you’ll agree that my letter was well worth reading, and because I trust that you have integrity and honor.


I also know that you are a fellow entrepreneur who almost certainly wants to improve the marketing side of your business.



Taofeeq Azeez



Sure, there will be a few jokers out there who will request the $20.


But most people (98 percent or more) truly are people of honor and integrity.


Nordstrom would have gone out of business long ago if the average consumer had any interest in cheating the store.


Contrary to the impression we might have, the wonderful truth is that the vast majority of people are decent honest hardworking folks who won’t take advantage of you and won’t try to cash in on your super-charged guarantee . . . unless you really are putting out a shoddy product.



The Touchstone (The Me Meme)



The Touchstone for selling yourself takes on a slightly different form.


If you’re selling yourself as a consultant, a verbal Touchstone will work as it would for any other product.


If you are the product in the professional world, you can be a little more overt about your offer, and you can get away with it.


Outside of the business world, your approach needs to be a bit less direct.


For whatever reason, we need to communicate our offers a little more subtly when it comes to personal interaction.


You can be up front about the nature of your offer, but you probably won’t get away with throwing it in someone’s face – depending on the context, of course.


Your Touchstone is a mimetic one.


When people first meet you, various pieces of information come together to form a mimetic expression of one idea: you.


When I first meet someone I’m aware that my appearance, my posture, my facial expression, my grooming, my clothes, the first words out of my mouth…


All of these things come together to form the Me meme.


Depending on what you want, your Me Meme may or may not serve your purpose.


If your intention is to find a hot date, you may want to adjust your Me Meme from the “trust me as your salesman” Me Meme.


How you adjust these elements is a totally subjective thing.


The following elements might make up the ME Meme under ideal conditions:

+ Clean, pressed, fashionable clothes

+ Impeccable grooming

+ Friendly smile

+ Confident posture

+ Outgoing and kind nature

+ My spirit shining through

+ First words: Something disarming and friendly



I found the following Touchstones on some products:


Strong for maximum protection, sensitive for maximum pleasure…” (Gold Circle latex condoms)


As smooth as silk, with a soft natural feel…” (Kiss latex condoms)


You invest some money, we give you beautiful skin…” (Guthy-Renker superb skin care line)



Your Touchstone could be anything, but you would be wise to ask yourself: “is it serving my purpose?”


If your Touchstone tells people you are a stuck-up snob who only cares about appearance, and secretly you want to meet some very down-to-earth genuine people, then perhaps it’s not serving your purpose as well as it could.


On the flip-side of this, you should be careful about how you allow people’s Touchstones to affect your judgment of them.


The image most people are projecting to the world is not a genuine one.


At the same time, regardless of their intentions, the Touchstone they have chosen is theirs, and it will give some clues about what they’re all about.


That is, no matter what the reason, if someone always looks like a wreck, it might be indicative of greater levels of disorder in his or her life.


Then again, the best-groomed guy in the world could end up being like a wreck through your life!



Let’s discuss the new lessons you’ve learned here in the comments section below.