Hardware Store Mentality

Men love hardware stores and work at home dads get that. When we take on a project we generally know whether we’ve got the tools necessary to do the job. If we don’t have them we ask a neighbor, if they don’t have what we need we’re off to the hardware store.

Somewhere between our home and the store the mental shift between what we need and what we want kicks in.

Going to the hardware store can be an educational experience for marketing professionals. We know they’ve got what we need there, but they also have what we want.

New and Improved Fish Oil

Every single product we ever consider marketing has a specific appeal to a very well defined niche. Even products that are beneficial to everyone fall into this category. Not everyone wants, nor will they typically buy something they actually need.

Looking back over the years I can identify people who never developed a desire for things that our family would be hard pressed to live without. Want has always been a more powerful motivation in marketing. This is why selling went out of style long ago.

If you try to interest someone in what they need a trigger goes off in their mind telling them you’re trying to sell something. On the other hand if you have what someone wants they generally just need to know the price.

Inherent Value

Work at home dads have access to multiple income streams for two very important reasons:
1.    There are many small niches and products for every one of them.
2.    Affiliations generate more income than individual business owners.

We understand that our work in marketing demands that we prepare and present specific answers to specific wants. Niche marketing implies that although people may have an interest in several areas, they don’t want the whole store.

Nothing has value unless it’s desired. In fact the desire for a product or service precedes design and invention. Demand is the horse before the cart of supply.

One Big Happy Community

Many home business owners share common cross over areas with other entrepreneurs. The practice of affiliate marketing has essentially tied together a wide network of moms and dads that work at home.

When my network is exposed to a new business opportunity not everyone takes advantage of the affiliate offer. Even though everyone wants more money, they know there is no shortage of opportunities online, and another income stream is likely to show up any minute.