In the previous article in this series, we covered a present day example of real estate and development businesses in China applying and misapplying the concepts covered in the article of 19 March 1982, EXECUTIVE SUCCESS, by L.Ron Hubbard: “The whole story of marketing is told in just a few words: ONE FINDS OR STRENGTHENS OR CREATES A DEMAND,” and “ONE SUPPLIES OR DOES NOT SUPPLY A DEMAND AND GETS ADEQUATELY PAID OR DOES NOT GET PAID FOR IT.”
But first let’s give an example of “ONE FINDS OR STRENGTHENS OR CREATES A DEMAND.” To illustrate DEMAND, imagine an active river with a very powerful current flowing downstream. If you placed a toy boat on that river, it would sail very rapidly downstream. That effect would be similar to promoting and selling an item in a market that had an existing high demand for that product—it just takes off. People want it!
Conversely, imagine a weak stream of nearly stagnant water where you could not see any current or movement at all. Put the same toy boat on it and it doesn’t move. That is the same effect you would get if you tried to sell an item that nobody wanted: NO movement, NO sales.
So how do you really determine whether the product you’re considering adding to your offerings is a raging river of DEMAND or a tepid puddle of water that nobody wants?
And what do you do if you already have a product you’re trying to sell, and it isn’t going as well as you expected?
How Do You CREATE WANT?
L. Ron Hubbard fully lays out the answer in his article of 1 January 1979, MARKETING HAT. You should study the entire reference to learn the full tech of Creating Want, but the following is an excerpt to get you going, along with some examples of how to apply each step if applicable to your situation.
1. “Search around and find what there is to sell. Get very full lists.” This step obviously applies when you’re in need of something new to sell. This is much easier to do today than it was prior to the advent of the Internet. You can simply do Google searches that are relevant to the market in which you desire to sell, trying various search terms (e.g., top-selling products in chiropractic, top-selling anti-spam software; or try a general best-selling products 2015 or best business trends or small business trends 2015, etc.). Be creative and try various search terms, and you’ll find a ton of timely information.
2. “Pick one item.”
3. “Find out all about it.” For quick answers, research this item on the Internet. Ask your existing customers about it, and get opinions of people who may have purchased this item. Amazon collects testimonials and product ratings from their customers on product purchases and there may be data there on the product in which you’re interested.
4. “Find out any past history of it or any similar item in sales.” Google is your friend; try Googling search terms such as sales trends for (your item), or contact business associates who may have sold this item or similar products.
5. “Survey the item on a variety of publics to find out:” You can now do quick preliminary surveys online to determine answers to the below questions by using online website services and you can hire a professional survey/market research company that uses L. Ron Hubbard’s survey tech to get a survey that is done fully and correctly.
a. Which public will buy it; and
b. What that public wants, needs or would demand.
Once you have those basic answers to the above questions, you can determine whether the product you’re trying to sell or want to sell has already built up DEMAND or whether you’re going to have to be very bright and figure out how to CREATE WANT for that product.
The good news is that in either case, there is an easy, step-by-step procedure to follow within Marketing Series 3. But as “easy” is a relative term, if you find that the product you want to sell requires lots of marketing to CREATE WANT because there is just not much demand for it at this time, and you are not expert in marketing, then you may want to seek out a professional marketing specialist who is well-versed in L. Ron Hubbard’s marketing tech.