How To Pick A Niche-The Way The Pro’s Do
Especially If You Want Capital Injections And Consistent Cashflow
Market quadrants and their importance on Scalability and Sustainability of offers (and everything else in between)...
Here’s some really wise advice from an Experts-Expert, Alen Sultanic, who’s been in the game longer than most gurus.This is for those who value wisdom and want to leverage knowledge.” Tairi
“ This took me a long long time to figure out…17 years to be exact, and once I did, it changed everything for me in terms of how I view what markets to go into, what offers to build and run, and how to manage market changes / transitions…
…You see, most people, when they select markets, they tend to have their own criteria, that goes something like this…
…Size of the market, other offers, (insert any reason), but mostly a decision is made by “can this thing make money?” If the answer is yes, they’ll do it…
…But very few people, if any, ever sit back and ask themselves…
Why do some offers hit the jackpot , scale, and stay at scale for years while others seem to come and go.
Why is it that some guys can build a business that’s easily sustainable, yet others can’t sustain it?
Once you get this, you’ll realize it has nothing to do with internal forces of the business (copy, ads, marketing, sales, etc…) and it has everything to do with external forces of the business – which I will explain below. (a la Eugene Schwartz of BreakThrough Advertising.)..
When it comes to markets, you have 4 types: dynamic market -static market, then you have a creative market and a mechanical market.
So allow me to unpack that…
A dynamic market is a market where everything is in flux, constantly changes – ads, offers, what works now, etc…everything changes, it’s dynamic. Usually it’s based on external events.
So for example in the “business opportunity” sector EVERYTHING changes all the time.
This is an example of a dynamic market, and because of this rate of dynamic change, any course you create, any coaching program you make, any value you create in this space has a limited shelf life, the minute you put it out, the minute it starts to age.
So you’ll be hard pressed to find offers with longevity in a dynamic market.
This is why you’ll see a new guru being born daily while the old ones fade away, like Sam Ovens, even though the value he created was truly amazing.
Next up is a static market…a static market is where everything stays the same.
Say for example “learning to play a guitar”, that’s a static market. How you play the guitar today is how you’ll play it in 10 years from now.
Things generally stay the same in a static market and if they do change, the rate of change is very slow.
Then we now move into Creative / Mechanical markets.
A creative market is a market where the end user has to exert creativity to get a result, again back to our business opportunity example above…
…The customers in this space have to exert creativity. Write copy, write ads, create courses, etc…in order to get results.
But compare that to a mechanical market – where the end customer has to follow X steps to get results. For example, fix your credit market…you do these 5 things and you fix your credit.
There is zero variance in input on the customer end, and thus creating the same output.
Now…what’s this got to do with scaling and stability?
Because you see…the offers that have been around and the guys I know doing 1,000 sales a day have one thing in common:
They’re all in static / mechanical markets.
The guys who do well in Dynamic / Creative markets tend to have massive phone-backed back end teams closing it, which offsets that
I’ve worked with plenty of biz-op gurus and when you go “I need 10 testimonials for this page”, they can’t generate it. This is why the success rate is SUPER low.
Whereas the guys in the static / mechanical markets have an overabundance of testimonials, proofs, case studies etc…
The other thing to consider is that dynamic / creative markets tend to require A LOT of human energy and constant updating of methodologies to get the end user results.
This group is in a dynamic / creative market.
The static / mechanical markets are where you can build something once and sell it over and over and over again and put all of your energy into marketing and sales of it. 20% product/80 % promotion.
So next time you see someone say “I”m doing 1,000 sales a day” pay careful attention which market quadrant they’re in and now you’ll know why.
Post edits: If you find yourself in a dynamic market, figure out how to add static elements to it to give you a market advantage, and vice versa. If you’re in a creative space, figure out how to add mechanical components to it.
ClickFunnels is a prime example. They took a creative / dynamic market and added a mechanical component (funnels) which allowed them to scale.” End quote.
So thanks Alen for this wise and sage advice. And thankyou reader for staying tuned.
Let me ask…
What is your Biggest take-away ?
What niche are you going into?
Please leave your thoughts below.
Hope this helps you in your journey to build a long-term, sustainable,business.
Tairi & Shine
Scalability: the capacity to be changed in size or scale …capacity to blow-up
Static: lacking in movement, action or change….rigid!
Mechanical: done without thought….automatic, on-autopilot
Dynamic: constant change, activity or process….all over the place!
Sustainability: able to be maintained at a certain rate or level…solid