Page 141 - 597 Business Ideas You can Start from Home - doing what you LOVE! (Beginner Internet Marketing Series)

Step 7. Learn Marketing 1 01 1 33

traded company on the New York Stock exchange, yet they only
cater to a very small portion of American beer drinkers.

When your company positions itself like that, it takes on instant
credibility and makes a name for itself before knockoffs come (and
they will). Samuel Adams spawned a bunch of other "handcrafted"
specialty beer companies and microbreweries. Knockoffs and com­
petition don't have to be the end of your business; they will just
make you have to work harder and smarter for the same market
share that you have owned for a while.

People are willing to pay more for quality, convenience, and
healthy things to name a few, so make your "benefits package" part
of your marketing strategy. Making someone's life easier or better is
a great selling point. People often like the feeling of buying some­
thing "special" for themselves. If you are going to celebrate some­
thing, you may want "special" Samuel Adams beer, as opposed to
the mass-market brand that is cheap and has no cachet. People are
willing to pay for something that makes them feel special.

If they can do it,

Sti � ftiU!

Many e ntrepreneurs (including me) came up with their product
ideas when they said to themselves, "I can't be the only one with
this probl e m ! " " I figu red I wasn't the only one with a cu rvy body,"
says Sh oshanna G ru ss, creator of fashion line Shoshanna. She
was curvier than most girls her age as a teenager and had a hard
time finding stylish, age-appropriate clothing and swimsuits, so
she started her own line and marketed it to other women with
body types like hers. It is now a m u ltimillion-dollar business. S h e
proved there were many people o u t there like. her and that her
line of clothing is more "inclusive" of most body types.