I just found out my twitter feed (@jizzchronicles) is being
followed by an account named @FemboyFeet. The fact that he’s following me isn’t
really a surprise, but what fascinates me about his account is how specific its
focus is. Not only is this account and video feed focused on shemales/femboys,
it’s also sub-focused on shemale feet.
I’m a marketing professional by day, so allow me to go a
little “industry-geek” on you. One mantra that keeps being said is that
companies should focus on target clients and prospects. If you try to be all
things to all people and market every angle, you’re going to fail. Very, very
few companies can manage a very broad customer base and even fewer can market
more than one angle point at a time. (For example, trying to convince potential
customers that you’re both the highest quality AND the cheapest price.) It just
doesn’t work in most cases in the business world.
The porn industry can teach us a lot of lessons about
marketing, sales and product development. There are some who go so far as to
say every recent technological advance has been pushed forward thanks to porn.
Why is this? It’s because porn is the perfect way to get customers to spend
large amounts of money on a fringe technology that offers a new experience.
This isn’t such a crazy idea. I’m barely old enough to
remember when VCRs were $500+ and VHS cassettes were $100. This was in the
early 80s and this price point was actually quite a drop from how high VCR prices
used to be. Being able to purchase a video player for $500 made the technology
available for the average person. However, $100 is still a lot to pay for a
copy of the Wizard of Oz that you can watch in the comfort of your own home.
Video production companies understood this and the vast majority of commercial
VHS tapes first available to the public were XXX, adult videos.
DVDs follow a similar, but much faster path. Now that we
have Blu-ray, we take a lot of current features, like perfect pause and super,
slow-motion, for granted. I’ll admit, these features are pretty neat, but
completely unnecessary for watching Eat, Pray, Love. However, if you’re a
connoisseur of pornography, things like perfect pause and 10x zoom could be
huge selling point.
If you’ve spent more than ten minutes online (and used
search terms that brought you to this blog), you know the internet is just
brimming with adult material. So much that it’s estimated that 83% of ALL
internet traffic is related to pornography (thanks Straight Dope.) In this
case, I’m not saying that the internet was created specifically for the sole
purpose of distributing porn, but if the average person is using four-fifths of
their time online looking at sex, you can be certain it was one of the defining
factors in pushing the expansion of internet service throughout the world. (If
you’re tempted to argue against these statistics, take a quick look through
your internet browsing history and then cower your head in shame.)
Now that so many people have access to the internet and you
can find pretty much ANYTHING online, what can this teach us about making
money?
The main lesson the adult industry teaches us is, “Know your
audience.” Yes, marketing naked women to horny men is like shooting fish in a
barrel, but if you look at the niche products offered by even the largest adult
entertainment companies (Playboy and Larry Flynt Publishing), it’s obvious
there’s money to be made by streamlining your product to a specific audience.
Hustler has a variety of niche magazines and videos that
focus on subjects that used to be small sections of their magazine (Barely
Legal, Hometown Honeys, Asian Fever, Leg World, etc.) Playboy realized that
more and more men weren’t willing to pay $10 for a monthly men’s periodical
that only contained three pictorials per issue, so they started publishing
special magazines that were chock full of masturbation material. Walking
through the magazine rack at your local adult retailer (or even Borders) can
show you how specific some adult publications have become. But these magazines
are often owned by a larger, well known publishing company. There is no Elderly
Amputee Strap-on Burlesque Inc.
Adult websites can get incredibly niche with their content
and who they’re marketing too. My assumption is that many of these sites, like
the magazines, are owned and managed by a larger organization that owns many
different, very specific sites.
What’s the lesson here? First of all, the takeaway is to
learn what your audience wants and then offer a high-quality (or incredibly
cheap) version of this product. If you already have a core customer-base, don’t
change your product without knowing this is what your existing customers want.
Don’t expand your product line unless you know there’s a market for this
product and you can afford to expend as much energy to this new product as your
current product.
We’re used to a lot of one-stop-shops. A visit to the
closest gas-station can also be a grocery, bank and video rental stop. Logging
on to Amazon.com will allow you to purchase anything you can imagine. Target
and Walmart are now grocery stores in addition to household goods and general
merchandise stores. But not many organizations can run a business offering this
many products and/or services.
If you want to start a small business, first pick something
you enjoy (because you’ll be spending a lot of time focusing, managing and
obsessing over this product.) Secondly, research the market (are you creating
something new or do you have to steal existing customers from another vendor?)
Third, make sure the product you’re offering is specific enough that you can
streamline and target your marketing to this audience. (It also helps to offer
an incredibly high-quality or incredibly cheap product.)
If you can accomplish this, you can make money. You may not
be profitable (that’s a much longer blog entry), but you will have customers
willing to pay for your product.
Even if they happen to like shemale feet.