The Law of Focus … Ries & Trout, as explained by Mike Farrell with aspenIbiz

The key activity is to “burn” your way into the mind of the customer or prospect by narrowing the focus to a single word or concept.

Federal Express was able to put the word “overnight” in the minds of its prospects because it sacrificed its product line and focused on overnight package delivery only.

When FedEx later got into home or business delivery in a few days, it created a new category and called it FedEx Ground.

Some go even further to solidify their position. Heinz owns the word ketchup. But they wanted to drive the point home with “slowest ketchup in the West”, preempting other suppliers of ketchup that were trying to emphasize thickness. This additional concept of a few more words around the key word is called a long tail and helps Heinz maintain a 50% market share.

The essence is to use your copy to narrow the focus so you become stronger. You can’t stand for something if you chase everything. Use market research where you define your target market … what they need … developing a product that meets these needs … and use copywriting to create a perception that you are best at solving their problem. Then test, monitor, and iterate to ensure you are perceived that way in the mind of your customer.

Here are a few more examples:

Crest … prevents cavities
Mercedes … engineers luxury passenger vehicles
Domino’s … delivers pizza to your home
Nordstrom … provides superior service by offering a personal shopper

Many Internet Marketing entrepreneurs are using techniques and tools like mind-mapping, keyword research, “Attraction Marketing Formula,” “Magnetic Sponsoring,” and MindMeister to position themselves and their products to solve the needs of the customer or prospect focusing on a single word or concept. They then use hypnotic writing skills to not emphasize why their offering is better, feature and function-wise, over a competitor’s offering but to develop a message that will seduce and persuade a customer to take the action you want.

Marketing is not a battle of products. It is a battle of focus for a single word or concept in the mind of their customer or prospect / lead.

You can find out more about Internet Marketing and home-based businesses by reading updates that will be posted at my blog over the next few weeks.

As a former engineer with General Dynamics and management consultant at Deloitte … I am on a mission to empower individuals by increasing their financial literacy, improve their ability for personal sustainability, and contribute to the program that has a goal of creating 100 Millionaires by 2012.

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When not traveling for business or pleasure, Mike operates his own Internet Marketing company and consulting firm from his home in the mountains of Colorado.

In closing, if you are an entrepreneur, a business owner, employed in an 8-5 job, or recently retired, yet still wanting to be plugged-in to the next wave of economic prosperity, you can join me in pursuing the lifestyle you want to live by following this aspenIbiz link.