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Go Vertical Or Bust!
By Harry Fassett

Are you going horizontal, or vertical? If you are a small business person, Entrepreneur, etc. I hope you answered the latter.

If you don't have a clue of what I am talking about, then please lend me your ear. It could save you a lot of time, money, and heartache.

Those who are trying to be everything to everybody offering everything under the sun are going horizontal. Bad choice if you are a small business person with a limited advertising and promotional budget. Excellent if you are an Amazon with a almost unlimited budget.

For example, look at the health care industry. If you are a specialist, you command top dollar. If your a general practitioner you don't, i.e. a dime a bakers dozen. Simple as that.

So why are so many entrepreneurs, and home based businesses with a limited budget to get the word out trying to go horizontal online? ( i.e. WorldshoppingMall.com ).

My first educated guess is they think they can compete with the Amazon's, Walmarts, and Yahoo's of the World online because they are under the misconception that the Internet levels the playing field against these BIG guys.

My second guess is that they are looking for the "get rich quick" answer without the time, money and effort involved with a truly successful long term business plan.

Nothing could be further from the truth on my first guess, and nothing could be further from reality on my second.

Don't get me wrong. The Internet is the greatest thing since Alexander Graham Bell invented the telephone when it comes to getting the word out about your products and/or services, but going "head on" with the "BIG BOYS" is not exactly a marketing strategy that I would recommend. Nor has it proven to work. Matter of fact, I can't even provide you with one example!

Who would you most likely make a purchase from online when you decide you want a certain book, tape, or CD?

Amazon, or John Doe's online bookstore from who knows where?

Case closed.


So become a specialist, and provide a product and/or service so rare, or hard to get anywhere else-( that is in demand of course )- that you are practically the only one online that provides it!

Or better yet. You're the product/service, or you own the product, that fills a niche market online that hasn't been exploited yet.

I know that's a tough order to fill, but if you can, you'll have the odds stacked in your favor.

You don't have the money to develop your own product? Or enough expertise to offer a specialized service? Then offer a unique bundled package of Affiliate products and services along with your own *special* customer service!

GET CREATIVE! As Albert Einstein once said, "Imagination is more important than knowledge".

So go vertical, or BUST. Don't end up like one of those guys I see at the corner of a freeway off ramp in Las Vegas on my way to Comdex every year, with a sign for food and gas money after they've just lost their shirt in a casino.

Happy Marketing!

Harry Fassett is owner of http://www.worldtrafficcenter.com Providing ecommerce solutions since 1995. ColdFusion hosting here! mailto:hfassett@worldtrafficcenter.com


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