Marketing To Everyone Is Marketing To No One

Over the years, I’ve seen a lot of people try to market to “everyone.” That is going to be an extremely tough mountain to climb.

In your business, you need to have a specific “customer avatar” you help solve his or her problems. You need to be very specific. The following video from Eben Pagan is a great start:

I’ve created a Customer Avatar Mindmap for you to use in FreeMind. To get started, complete the following steps:

1.  Download FreeMind from SourceForge.

2. Download my Customer Avatar Creation Mindmap here.

3. Unzip the

4. Open in FreeMind.

Should You Be Looking For That “Revolutionary” Idea?

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Several years ago, I was always looking for that revolutionary idea… The one idea that would make me wealthy… I simply needed to find it.

Over the years, I’ve changed my view…

“Revolutionary” ideas that are really profitable are very rare…. Like 1 in a billion… That rare…

Here’s Dan Lok’s take on revolutionary ideas… He uses some “colorful language.” If you’re easily offended, you’ve been warned.  😯

So….. If we’re not looking for a “revolutionary” idea, what should we be looking for?

We should be looking for ways to enter an existing and profitable market with our “twist” on it. For example, the following:

MacOS….. a “twist” on Xerox’s Alto Executive operating system.
Facebook… a “twist” on a variety of Social Networks.
Google… a “twist” on several search engines.

We’re looking for opportunities to improve a product or service.

The best resource I’ve found is Roy Primm’s Niche Creation And Improvement Secrets That Build Wealth. You can download it here.

When you invest a few hours pouring over Roy’s book, it will open your eyes to the many opportunities that surround you each day.

I hope that will bring you a sense of relief… You no longer have to be worried about missing that one “revolutionary” idea that comes along.


How Do I Patent My Software Idea?

The question of patenting a software has come up many times over the past 22 years I’ve been in the Technology industry.

I’m going to cut to the chase…

In general, I would recommend not seeking a Patent.

Here’s why:

Patenting software is a very tough process in many countries….

The problem is you need to meet various criteria in each country…

Unless it is something “Earth shattering,” it would not be worth the hundreds of thousands or millions of dollars to seek Patent protection in various countries.

Even if you are granted “patent protection” in a country, you’ll need to hire Attorneys to pursue each patent “infringement” case. This will be an ongoing expense to maintain your patent protection.

The following is a great overview of challenges patenting software:

Patenting Software – World Intellectual Property Organization

Disclaimer: I’m not an Attorney… I don’t even play one on TV. For Legal Advise on your specific situation, consult a licensed and competent Attorney in your jurisdiction.


Goldman Sachs leads a $30 million round for Persado’s AI-based, automated copywriting service


Awhile back, I came across a TechCrunch Article “Goldman Sachs leads a $30 million round for Persado’s AI-based, automated copywriting service.”

As a Technology expert well versed in AI and Machine Learning, I’d love to see exactly what they are testing (simple prompts, free offers, opt-in pages, sales pages, video sales letters, etc.), what the copy looks like (headlines, formatting, bullet points, etc.) and the real unadulterated data.

One thing that makes me distrust their claims…… They’re claiming they “nailed” Copywriting… Yet, they cannot write articles? Really? That is like saying you cannot play “Twinkle, Twinkle, Little Star” on the electric guitar… But, you can play “Cathedral” by Van Halen. It makes no logical sense to claim you can do something very complex… and you’re 20 years away from something rather basic in comparison. It totally fails the BS test.

It is very easy to lie with Statistics…. especially when both big money and big egos are on the line.

A close friend of mine got a “first hand” lesson on how to lie with Statistics. When their research found a drug was harmful to a patient, that “case” was “throw out” by his superiors. This method yielded approval for drugs that were unfortunately harmful… and sometimes fatal to those who blindly trusted the medical establishment.

They were doing “research” to arrive at a desired end result. They weren’t doing real research that is looking to see the actual end result. There is a massive difference.

They may be close… But, I highly doubt they’re seeing real prospects handing over cold hard cash at 49.5{b97f0ea505dfcf5e6781ebfc5225cc1ae967f04684bc44fe7cf86c61b80ecbcb} over 4,000 campaigns. If that were true, the software itself would easily be worth billions…. Maybe, tens of billions to the right buyer.

What you’re testing makes it easy to blow up you conversion rate. “Free stuff” will naturally have a higher conversion rate than handing over $497.

In the end, it is so easy to throw out unverified numbers… It is like “income proof” screen shots in Internet Marketing. I give them zero credibility.

Software Development Is NOT Like Digging A Ditch

Lately, I’ve seen a lot of discussion about the cost of Software Development. It is troubling to see how many pieces are being missed.

People equate Software Development with done/not done tasks like digging a foundation for a home…

Digging a foundation, you verify it is in the correct location and the correct dimensions. It is either done or not done. That is it.

People think Software Development is the same…. The application is built… The buyer performs some quick tests… and it is done or not done. That is it.

There is so much more… If you want to build quality software applications, keep your customers happy… and ultimately stay in business.

First, there is the cost of defining what you want. If you don’t know what you want, you can’t build it.

Second, there is the cost of the initial Software Development. Unfortunately, many “lay people” believe this is the only cost. In most projects, this is a small portion of the total cost.

Third, there is the cost of testing. If you used “inexpensive” Developers, this takes much more time and money.

Fourth, there are the ongoing costs for fixing bugs, support and ongoing maintenance. These can be 80%-90% of the total cost of the project. This is another place where using “inexpensive” Developers can be very expensive. Simply put, you need to pay someone to fix their mistakes.

Fifth, there is the “intangible” cost… This is missed by 99.9% of businesses.

How much business do you lose because of issues with your software?

No one knows the cost of a defective product – don’t tell me you do. You know the cost of replacing it, but not the cost of a dissatisfied customer. – W. Edwards Deming

It is impossible to put an exact number on this. Most unhappy customers don’t complain. They simply go away. This is a huge problem for many businesses.

For your next Software Development project, you must keep all of this in mind. Your business depends on it.

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