Disclaimer: The contents of the book Expert Secrets, which is referenced to in this podcast, is owned by Russell Brunson of ClickFunnels LLC. You can get your FREE copy of the book, and a 14-day FREE trial of ClickFunnels with the links below. Secret #3: The Three Core Markets or Desires I realized it was the tagline “Health, Wealth, Love, and Happiness” that made me pull out my credit card and pay $67 for Tai Lopez’s 67 Steps. Who could say no to solving all issues of “Health, Wealth, Love, and Happiness”? There is a book called “Why Beautiful People Have More Daughters” by Alan S. Miller, and it pretty much sums up the 2 universal goals for any living thing. First, an organism must do anything stay alive. Second, it must live long enough to reproduce. If an organism fails to do either, its genes don’t pass down, representing permanent death. Those that succeed in the 2 goals get to pass on their genes for as long as their successors succeed in the same 2 goals as well. Hence, you can almost say everyone will want “Health, Wealth, Love, and Happiness”, everyone will want to get rid of the issues that prevent them from having “Health, Wealth, Love, and Happiness”. Russell Brunson’s take is not “Health, Wealth, Love, and Happiness”, but just “Health, Wealth, and Relationships”. It’s a little similar, and I assume if you want to succeed in marketing you have studied Russell’s work carefully. These are called the Three Core Markets or Desires. Every product or service must fit into these Three Core Markets or Desires. Obviously, with more people selling in the market, the more competitive the 3 core markets become. If you’ve read the book Blue Ocean Strategy you’ll understand what I mean. A “blue ocean” is an unsaturated market. There are fishes in the ocean but there’s no sharks and there’s enough food for everyone. But when more fish enter the ocean, the sharks come, and it starts becoming bloody, forming a “red ocean”. The market is now saturated. What do you do? People have to create, and enter the submarkets. But as you’ve probably guessed it, the submarkets that are “red oceans” splinter into niches. How do you dominate the market then? In the book, Play Bigger, the authors observed a “category king” in every market. They suck up 80% of the profits and leave the remaining 20-30% for every other player to fight over. The question we should always ask ourselves is this: “what category can you create and become the category king?” One way is in market selection and positioning. Now I’m going to reveal 4 concepts that will help you with finding your own category. The market is a location, not a person. Fishing strategically in red oceans. Competitive or Complementary Do a ton of research If you remember nothing from this episode, remember this quote from Joe Polish: “there’s no relationship between being good and getting paid. However, there’s a huge relationship between being good at marketing and getting paid.” So that’s it for Secret #3: The Three Core Markets or Desires. If you got tons of value from just this one episode, you could get so much more with the full original copy of the Expert Secrets book. The good news is that you can get your FREE copy of the book, and a 14-day FREE trial of ClickFunnels with the links below. If you’ve enjoyed this episode, be sure to share, download or follow this podcast on Spotify, iTunes, or wherever you get your podcasts from, and I will see you in the next episode. Expert Secrets: https://www.expertsecrets.com?cf_affiliate_id=3063032&affiliate_id=3063032 ClickFunnels 14-day Trial: www.clickfunnels.com
