Those with an eye toward building a successful business in cyberspace often waste a good deal of time searching for the ideal product. One that will sell almost without effort. And generate great profits into the foreseeable future. The problem is, no such product exists.

The Wrong Question

One who asks, "What is the best product to sell?" has missed the whole side of the barn. Even if rephrased to, "best kind of product," it still is not sufficiently definitive. Among reasonable starting points, here is a good one. Ask, "Who do I want to sell to?"

If you go for a product first, then you must define your target relative to the product. And also your website. So if the product flops, chances are very good you get to start over from scratch. A much better approach is to ...

Select The Target First

Since selling means working closely with your customers selecting people you like to be around is a terrific place to start. In one way or another, you will spend a lot of time with your customers. To the extent they are people with whom you are comfortable and effective, being "with" them will be good time, possibly even quality time. Decide first who your target will be; let definition of the product to be sold come later. Look at the positives that spring immediately from this approach.

These are people you know and understand. You relate to them effectively with ease. You already know how to talk to them. You know what you can safely ignore and where they need more information. You know what arguments they accept and what they reject out of hand. You will be comfortable with them. They will even perk you up when you're a little down.

Despite best efforts, we spend a lot of time with people we do not choose to be with. It's so for

anyone striving toward a goal, because our success depends upon others to whom we must relate effectively. This takes doing. But if we enjoy being with our customers, the rest of it's a snap.

Key Questions

1. So the first task is to ask ...
2. Who do you want to talk to?
3. Who do you want to spend your time with?
4. What kinds of people do you like being around?
5. Who stimulates you when things are not going well?

These are key questions. And "anybody" is absolutely not the right answer. In fact you want to move in the opposite direction. Narrow the focus as far as possible. As an example, rather than addressing all dog lovers, focus on those who love Dobermans. Rather than focusing on those who love to read, go for those who love to learn by reading.

How About Passion?

Many argue that passion is the key. That in doing what you love, you will enjoy the doing, persist, and thus succeed. This may work for you. So while I won't argue the point, it does not seem complete to me.

As a youngster, I studied music and was playing for bucks by age twenty. I no longer play. My passion for music remains, but that in performing has faded, drowned out by the demands for tea-party attendance, smiling at folks I did not like, and in general being at the beck and call of anybody with a dime. In short, I found I was spending too much time with people I did not enjoy being with.

That for which you have a passion, may be the perfect answer for you. For many, however, who you will spend your time with may matter more. However you begin your search, all quickly funnels into

Getting Started

The significance of targeted marketing can not be overstated. It's crucial to have a narrow niche in which you can position yourself powerfully. When you know with whom you want to work, you have come a long way toward achieving this objective.

So build a site, even without a product. It can work very well, for there's lots and lots to learn. Consider beginning only with a newsletter.

As you interact with your target, they will begin to respond. All the while you continue to seek to define something these people need they do not have. Preferably a need for a product not available. Better yet, one you can create. Whatever, when you do find a need that remains unfulfilled, you will be in a great position to satisfy it.

The beauty in this approach has many facets, but the best is in the difficult decision regards a product to sell. If what you choose works, add related products and you are on your way. But if it does not, scrap it with confidence. You have not lost your audience. You still have a clear focus on your target. All that's required is to find a better or more appropriate product.