How many times have you come across the movie "Field of Dreams" being mentioned when surfing around the Internet? You know, the saying, "Build it and they'll come?"
You hear tons of people that take it and use it for a launching off point on just about every point of view concerning business and marketing.
Do you know what the real secret to that is? It's not those taking it and expounding upon that are the most successful, but rather it's the saying from the movie itself that is the star here.
Many people miss this valuable insight. Yes we can use the saying because it has become so well-known and it will always draw some interest. But what about the saying itself, and by inference - the movie? Who is really getting the press here?
Let's say that with all the people that use that phrase to make a point, there is a combined total of 50,000 people a week that read something about that saying. One person may get 1,000 of the readers, another 3,000 and yet another 150, and so on.
This is a little twist on the old story about the gold rush. Who made the most money? Those mining the gold, or those that provided the picks and shovels?
"Build it and they'll come," is an example of a pick and shovel. If you comprehend the power of this, you'll understand what it will take to be the one that offers picks and shovels to your customers, rather than only doing a little mining for a piece of gold here and there.
Understanding this marketing secret is one of the keys behind viral marketing.
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