One of my new students asks an interesting question:
Now that some of the internet marketing gurus are getting in on the local business consulting market (and promoting it to their massive lists) do you think it will become saturated? If so, how long do we have until the easy money dries up?
Here’s my take on the situation…
Why Saturation Doesn’t Exist
Frankly, I don’t believe in saturation.
At least not in an intangible, results-based market such as ours.
We’re not selling fridges — where once you’ve “got” one you’re sorted.
We’re selling results. So until everyone is perfectly happy with the results they’re getting from their marketing, we’re going to have all the work we want.
And when you realize increased competition in the consulting space increases the results of some of the market…
… which naturally decreases the results of others…
… which increases their need to improve results…
… which leads to an increased demand for consultants…
… you see that more competition is a good thing!
Besides, with 30+ million small businesses in the US, UK and Aus it’ll be a LONG time before they are all serviced, let alone satisfied.
(And that’s not counting the millions of medium/large businesses who also make great clients.)
Why The Gurus Don’t Matter
I’ll keep this short and sweet:
1. What they’re promoting now isn’t what they were promoting 6 months ago and it won’t be what they’re promoting 6 months from now. (I’ve been teaching my course for over 2 years and will still be teaching it in another 2 years.)
2. 5 of the 6 guys I’ve seen pimping local business aren’t doing it themselves, they’re just jumping on the bandwagon looking for a quick buck, so they don’t really know what they’re talking about. (I’ve been doing consulting for 11 years and only started teaching after 8 years experience.)
3. 98% of the people who blindly follow the gurus never take action (because there’s always something new being shoved down their throats!) so they aren’t your competition anyway.
The fact is there will always be room in this market for ethical people who honestly want to help small businesses.
Competition is a good thing and only makes the good guys stand out even more 😉