The Long Tail
This section on the Law of Attraction marketing delves into the concept of the Long Tail, first introduced in a Wired magazine article by Chris Anderson. The idea behind the Long Tail is simple but powerful: the internet creates opportunities for everyone, but its vastness can intimidate even the most promising entrepreneurs.
The internet’s accessibility is a double-edged sword. On one hand, it inspires millions of people to dream about starting their own businesses. On the other, its sheer size and complexity often make it seem like a space only suited for those with deep pockets, elaborate websites, and costly marketing strategies. This section aims to break down that misconception by showing how to narrow the overwhelming online marketplace into manageable, niche markets—making targeted, cost-effective internet marketing achievable. Anderson’s Long Tail article, later expanded into a book, serves as a guiding framework for internet marketers of all sizes.
Here’s the crux of it: Law of Attraction marketing is about understanding what customers truly want—offering them the right products or services and pairing that with exceptional customer service. But before you can deliver, you must first answer a fundamental question: Who is your customer?
This is where many small entrepreneurs stumble. If you define your target audience as “everyone on the internet” or “everyone,” you’re setting yourself up for failure. Success in marketing starts with a clear, narrow definition of your ideal customer. And here’s the good news: even with a focused niche, the potential audience online is still massive.
So, what exactly is the Long Tail? In essence, it’s a shift in culture and economy. Instead of fixating on a small number of “hits” or mainstream products (the head of the demand curve), we’re moving toward countless niche markets (the tail). As production and distribution costs plummet—especially online—there’s no longer a need to force products and consumers into one-size-fits-all molds.
In today’s digital era, where there are no limitations like physical shelf space or traditional distribution bottlenecks, highly specific goods and services can be just as profitable as mass-market products. This shift opens up endless opportunities for small businesses and entrepreneurs to thrive in their unique niches.