Making Your First Million.pdf - Association of Net Entrepreneurs and ...

Making Your First Million
sales over 20 years and while it has been accepted for traditional publication I decided to
experiment with electronic publication for access to the world market, hence the
emasculation of its more blatant Aussie blokishness and the Americanized spelling. (A
bloke is a guy!)
I am currently trialling 1) Giving it all away free. 2) Giving half away and inviting the
reader to pay a) $4.95 b) $6.95 c) $9.95 for the complete download, and 3) Adding the
option to purchase a signed, published copy for $16.95. The main benefit to me in giving
it away free is self-promotion for my services as a business speaker. I will let you know
how it goes. Obvious line extensions include selling other similar e-books under license.
This points out the unique advantage of electronic information: its instant changeability.
As the information evolves it can be instantly altered. And so you as the reader and
customer can participate in the experiment as it unfolds.
Selling physical items, however, is a little trickier. How do you differentiate your
products from the sea of e-mall stall-holders' products? The answer: You don't. You sell
unique products unavailable elsewhere such as the Vietnamese Dolls House furniture in
Chapter 10. I know a number of Australian artists and artisans, painters, aboriginal artists,
potters, leather craftsmen etc. The market for these products, compared to the market for
bread, milk and tv sets is comparatively small. But my share of this market could easily
be 100% and by exposing the products to hundreds of millions of people I stand a chance
of significantly increasing this small market. To break into the mass market takes a
million dollars to get the tiniest fraction of a huge number. To break into the specialised
market takes a small number of dollars to get a large fraction of a modest number.
Unique is the way to go. Specialize. Establish yourself as the world expert and only
source of left-handed grommet wrenches and you'll make a comfortable living. Compete
with twenty thousand like-minded stall-holders and your message will be completely lost.
My friend Mike is a real-estate agent on the east coast of Australia who decided to stop
competing with his 20,000 competitors. He decided to specialize in selling motels. His
customers come almost exclusively from the other motel-owners upgrading or expanding
their holdings. When they want to sell they think of Mike. It's almost a closed loop. What
does Mike do? He regularly mails, faxes and emails this closed user group and has
effectively sewn up the entire east coast market.
The Internet allows you to find and hold your future loyal customer base from the billions
of potential customers. If you're not using it you may become as relevant as the maker of
buggy whips who saw horseless carriages as a passing fad.
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