Launch summary

You’ve spent years thinking about a fantastic business idea, mulling over its possibilities and dreaming of success. Then, one day, you think: “What the hell, I’ll go for it!”

So, you borrow all the money you can to get your dream business off the ground and you present it to the world. Then you sit back and wait for the money to start rolling in.

The only problem is that no one seems to think your idea is as good as you do.

This is exactly how many new businesses fail: they succumb to what’s known as hope marketing – making a service or product available and simply hoping that it will be popular.

Yet hope is no foundation on which to build a successful enterprise. If you want to succeed, you cannot merely hope that things will work out; rather, you have to control, as much as possible, your chances of succeeding.

Easier said than done, you’re probably thinking. Luckily, our modern world provides us with the perfect tools with which to escape our ill-advised reliance on hope marketing.

The key to building a successful business is to engage with your prospects – your potential customers – and the instant communicative power of the internet can help you accomplish this.

In the past, if you’d wanted to find out what these potential customers thought of your idea for a service or product, you’d have to reach out to them and then wait days, weeks or even months for a reply.

Using email, this can be achieved in minutes.

The power of the internet enables you to discover, in record speed, precisely how attractive your idea is to your prospects. And the sooner you find out which ideas don’t work, the sooner you can discover what does.

Furthermore, with this incredible increase in speed comes a massive reduction in costs: whereas in the relatively recent past, sending an email or publishing a marketing article could cost you a small fortune, today it doesn’t have to cost you a single cent.

Yet this doesn’t mean that using the internet means instant profits. You have to use your available tools wisely, as you’ll see in the following blinks.