Speaking of....


Should a product speak for itself or the other way around?

Everyone must market their material or else no one would know about it.  Anyone who markets anything is doing so to:

1. Solve a problem (perceived and otherwise)
2. Fill a void in the marketplace (based on their perception)
3. Make money

There is more that can be added to the list, but I think you get the point.

For the sake of brevity...lets look at this from the above list.

1. Solve a problem

Many products are developed to solve a problem or perceived problem in the marketplace.  Some actually solve a problem that people did not realize was a problem until it was pointed out.

Lets look at the martial arts world..more specifically Kyusho...something near and dear to my heart.

One issue for many is that they want to learn more about this, but cannot find a competent instructor to study with directly so in the past they were relegated to one off purchases via video tape, then DVD, now video download.  One problem is that there was not a continuing education program set up by the instructor to impart this knowledge in an easy to learn format where each piece built upon itself and formed a substantive platform that supports future material.

When I first started this journey (Kyusho) back in 1989...no such thing existed.  There was some videos that sort of tied some things together via Kata and a few seminar videos (which were the best things offered at that time), but not much else.

I started to put together videos that fused together much of what I had learned.  I had developed these just for my students training at my school.  People outside the school whom I had met at seminars started asking me for these videos and an offshoot of my business was born.

The problem I was solving that people wanted more information presented in a different manner where they could come away with tangible techniques and principles.

The next issue was deliver-ability in a reliable format.   Post was becoming more and more expensive, less reliable,  and then there was the time issue.

I then moved on to a subscription program where classes are delivered in a timed manner automatically via infrastructure that I have created that has solved the above problems.

Lets look at the next one on the list now.

2. Fill a void in the marketplace

We all like to think we have the best thing out there.  Sorry to burst everyone's bubble...but you or I don't.

What creates a perceived void?

Is there really one or are you just telling everyone what they are missing?  Both could be somewhat true.

Just because one person said, "I wish there was a...." does not mean that there is a void.

When you see many people saying the same thing (in a manner of speaking), then maybe there is a true void.

Because one program, like mine...the PinPoint™ Method has been a success from the start (based on 2 years of research and development...& a lot of money with strategists)...others think they can just throw something together and see what sticks.  Just because a new player comes into the marketplace does not mean that there is a void.

We actually found where the void was and went after it.

Most martial artists just get disgruntled with their previous instructor, and start doing their own thing (which is good), however, they have not created anything new...they are just parroting what they have learned and have not even changed the verbiage that they learned previously.  Gee...at least have the decency to change terms or come up with your unique way of doing things.  If not...you are not serving anyone.

A void in the market place is filled if you have a unique product, service, or way of doing something that is different.  If not...you are not filling a void...you are just taking up space.

and finally

3. Make money

If you provide a good product or service that solves a problem, fills a void through INNOVATION...they you will make money....period.

Money is not the end all be all.  It is the by product of doing the right thing by those who you serve.  

My question for you today is...do you have a product or service that fits the above?  Look at other programs like mine out there and compare.  And make sure that when you do this comparison...compare apples to apples...not apples to oranges.

Until next time KO your obstacles by keeping it simple, keeping it safe, and train with PinPoint™ accuracy.

 





Mark Kline is a short, bald, professional martial artist from NJ.  He is the architect of the PinPoint™ Method of Pressure Point Education for Martial Arts which is hosted by the Kyusho Institute.  He has thousands students and followers around the globe training in his unique method of learning through a combination of live seminars and online education.  You can can find more information about this unparalleled Kyusho Educational program here, where you can get 30 days free to try it out - http://www.KyushoInstitute.com and he can be reached directly by email - mark.kline@kyushoinstitute.com

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