When I was a kid, everyone on the block washed and waxed their own cars in the driveway at home - even in the winter. On any given weekend day (most everybody worked M-F 8-5) you could drive up and down the neighborhood streets and see hoses, buckets, sponges, a chamois, towels, brushes, portable radios ("transistors") and assorted vacuum cleaner gear littering driveways everywhere.
The smells of dish soap, Turtle Wax, Windex, and Copperton floating in the air signaled the chores were underway!
How often do you notice people washing their own cars at home these days? Seldom? Never? Why is that?
Today, it's much more convenient, easier, faster, less work, less hassle to pay a reasonable fee to drive through a car wash and be done with it. Car washes are everywhere so it's easy to find one wherever you happen to be.
There is a powerful marketing principle in this little story. If you "get it" and adapt the principle to your own business, you will sell way more products (or services) than otherwise.
People love "how to" information. It's online everywhere. People who frequent the Internet want to know how to do things, experience things, solve problems, find happiness, make their lives easier, be more productive, more fulfilling, and on and on. So marketers have learned that "do-it-yourself" (DIY) information and products sell very well. DIY is a very popular way of experiencing and partaking of almost any niche . . . but . . .
That's not the secret I want to divulge.
After 20 years in Internet business I have learned this invaluable truth: there are only so many people in any niche audience that are true hands on do-it-yourselfers - they are people that don't shy away from work - from "doing." The sad fact is, DIY takes work. Sometimes it's hard work, painstaking, laborious, tedious, and discouraging.
There is a much greater percentage of nearly every niche audience that are DFYers - "done-for-you" folks that would rather just buy a solution or a desire and have it handed to them without any work on their part.
So here's the full marketing secret: lots of people look for DIY solutions online, but many more people would prefer to buy a DFY solution for a reasonable fee if given the opportunity.
How can you incorporate this principle into your own products and services?
It's the difference between creating an instructional ebook and providing a done for you service.
It's the difference between telling someone how to get traffic and actually sending traffic to their web site.
It's the difference between learning to be a good writer and paying someone to write for you.
Understand this . . . I'm not knocking do-it-yourself.
I sell several products in that vein myself. But lots of experience online tells me that a greater majority of people seeking solutions would rather pay for them and have them delivered instantly, than take the time and effort to learn how to solve the problem themselves.
Figure out how to provide easy, fast, automatic, no work solutions or benefits in your niche and you will be on your way to greater profits and selling success.