Every struggling Networker in every corner of the world wonders almost daily where those people are, who are going to make them rich, famous and able to at least semi-retire.

I hear from lots of them. And why not? Isn't that the idea? Isn't that prospect the biggest reason to endure this often painful and anxiety producing process? Until one or two of those wonderful people are unearthed? So where are they, anyway?

Well, you'll be interested to know that you're not the only ones with that frustration.

Fortune 500 companies have had the same problem for decades. And they spend alot more marketing money than you do. Even with their huge marketing budgets, where to find the people who are right for their service or product eludes many of them. And then, once they get them, how to keep them from switching. Oy vey!

EVERY marketing chief of EVERY company starts off believing his/her product or service is the best and should be bought by just everyone.

But for some reason that no one at McDonald's has ever been able to figure out, everyone in the world does NOT eat there. Nor can anyone explain to General Motors why every one does not buy a Chevy, or some other GM car. Same problem at Honda, and for Celine Dion, Backstreet Boys or Victoria's Secret. Do they wish everyone loved them? But does everyone? And does everyone buy them? Does that mean they're not good?

Think even Jesus, or Buddha, or Gandhi, or Mohammed, or, well, Crest toothpaste. Does everyone love them?

So then, they go from wishing they could have a total monopoly on the market (i.e. 100% of everybody) to settling for a tiny fraction of a percent of market share. Like .5% or 1 or 2%. But even that is VERY expensive to find and keep.

And on the internet, it's way bigger. With some 100 million people now reported to be surfing the web daily, how does anyone get the attention of ANYONE? Much less the attention of those elusive 'right ones'?

In this article, Seth Godin from Yahoo.com shows why almost no one gets hits on their websites. Including most of the big guys, even though they market their sites to 'everyone' with humungous ad budgets. Miserable results so far for the large majority of them.

So now, one new, big big thing is this: The sophisticated companies' marketing chiefs have stopped thinking that their service/products are for everyone. They're now doing the current 'in thing': Targeting the audience. Click Here for more on what they're doing.

That's the latest and biggest marketing focus of the big internet companies, and you can bet that if they're just now learning that their wares are not for everyone, they've been wasting major money and efforts marketing to the wrong ones, too. That's why they hire high priced consultants like Patricia Seybold and Yahoo's Seth Godin. Click here for more.

So how do you ‘target' people who are right and make them listen to you? First, find ones who share your interests. One easy way to find those is to go to the ‘opt-in lists' on the internet.

These are membership lists of people on the internet who have asked to receive INFORMATION (not sales pitches) and tips and other items of interest on their topic of choice. Opt-in list topics are in the thousands. They range from pet care to relationships to home based businesses, mlm and LOTS more.

Does this focus in your message mean your company has no other products? Doesn't matter whether they do or don't.

The headline attracts many of the ‘right' people. Those you've specified right in your header.

You've selected ONE benefit. The one that means the most to you. That's the one that will begin the attraction process for like minded souls. Once they hear more over time, you can always introduce other remedies that work for different things. But isn't the point of the first ‘email overture' to attract the right people and get their attention and hold it so they keep
reading? And not hit delete?

Think what major stores do. Macy's has their annual ‘White Sale' each year. Those headlines in every newspaper attract droves to their stores every year. Now ask yourself, do you really think that the shoppers, once there, shop only for linens and then leave? Or do they maybe go to other departments and load up on other things they see? Things that they DID NOT COME down to Macy's to buy?

This is the same. Interest them in coming first. They'll see what else is there when they get there. One overture at a time.Remember this is like dating. What happens with most first overtures? Doesn't it START the process? (Or end it right then).

Assignment:

Write up some headlines for your business that follow the principles above and encourage people to ‘read on.' Send them to me at here or post them on the Discussion Board to get reactions from others to see if they'd respond to the headline or not.