June 1st, 2015

Marketing 101 - Sell To The People Who Hate You

One of the biggest challenges I have as a marketing copywriter is that clients will come to me with reams of data saying "this is why other companies in our niche are making a bundle of money, so please create a marketing thing like the ones they are running."

The thing is that for the most part that's the wrong way to go about doing things. What you want to do to is look at the market research and instead of figuring out what the other people are doing right, figure out what they are doing wrong.

For example, imagine that Marvel is making action films that are making a ton of money. Do you want to make a similar film? Nope. Nope. Nope. Nope. Nope.

You want to make Fury Road.

The real money is always in gettting what is wrong with what's popular (and there is always something wrong) and then going balls to the walls against it.

It always seems like clients want to sell to people they think will, by nature, love their products. That's a huge waste of time and money. The people you need to target are the people who, at the moment, hate your type of product. Sell them and you have the market to yourself.