I often receive questions from entrepreneurs in distress. They are doing everything they can think of to promote their business online, but nothing seems to be working. My response to each one is always the same, "Instead of trying to market to ALL the people online, why don't you try marketing to the RIGHT people online. And by Right People, I mean the ones who might actually be interested in your product or service."

If you seriously want to be successful online, you will have to learn how to make your own market. For many years I operated my web business like I was a small fish in a big pond. I limited myself only to those marketing strategies that I could afford. I never believed I could gain as much traffic or make as much money as the big fish, because I just never felt very big. The one positive thing that I had going for me is that my small size never affected my big appetite for success. I invested the past eight years of my life into learning how to be a better web entrepreneur and I learned one BIG piece of valuable information. Unlike most of the struggling entrepreneurs out there, the successful ones don’t focus on being the big fish in the big pond because they understand that it’s more important to be a big fish in your own pond; even if it’s a small one.

I know, you might be asking yourself what is all this crazy talk about fish and ponds. Underneath the fish talk what I am really trying to say is that I became a successful entrepreneur by my own standards when I created my own market and in essence, built my own pond. As an entrepreneur functioning as a very very small business, I often felt like I was always limited by my small size and budget. I couldn’t afford to get the premium advertising like the big boys. I couldn’t afford the marketing consultants and PR reps, but what I could afford was to spend all my time and brain power trying to figure out a solution that worked for me.

The solution that worked best for me is one that can work for you too. If you want to find your own pond of success you have to make your own market. When I say this I mean that you have to create your own pool of web viewers and readers who are interested in what you have to say and want to sell. As a space that you create, it becomes a space that you can dominate. You will have your own following, you can set prices, and you can send out promotions and make profit without ever having to compete with big fish or work by their standards. You can essentially create your own success story without trying to desperately duplicate someone else’s success, which is what so many entrepreneurs try to do.
I can honestly say that this strategy works because it continues to work for me and many other successful web entrepreneurs. Having spent years cultivating my market, I now spend little to know money on internet marketing. There is no need to spend half your budget to advertise on other people’s sites when you already have access to your target audience. Granted, you will have to pay or continue to promote, on some level, which is something I talk about in my internet marketing guide. However, you don’t have to be completely dependent on the sites and services of others to make your business grow.

I want to guide you through the process of creating your own market, which will be built on your unique brand (the products and services that you sell), the target audience you are trying to reach, and outside resources that you can promote to your target for additional streams of income. The key to creating your own market is starting with a solid plan, learning how to please people online, and then tapping into multiple streams of income. What I am talking about? I am referring to my 3 P's of Internet Marketing Success: Plan, Please, and then profit. I suggest reading my eBook Plan to Profit, Lashanda's Blueprint to Online Business Success, which you can download when you take my Plan to Profit Course. For 30 days I want to show you how to find your target, make your market, and get on the right path to profit and success. Click here for more details.

If you are an advanced business owner with an existing customer base and you are looking for new ways to build your business, I suggest taking the online Marketing Course offered by myself and Richelle Shaw on Business Women of Color. Click here for details.

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Lashanda, this is some great information and it is right where I am, thank you. I have been racking my brain to figure out where to begin. I am not at all happy with my website and am in the midst of developing a new, more effective one on paper first as per your book entitled, Turning Your Niche Into A Network. The very first thing I decided to focus on was really being who I want to be and serving who I want to serve in my business. I am a financial education specialist and I only get real joy and fulfillment out of it when I am able to base that education in the word of God I know and love. However I was feeling like maybe I wouldn't be as successful as I wanted to be if I followed this path. Nevertheless, I stuck with my decision because it is what makes me happy and I know I am called of the Lord to operate this way. Then here you come right on time with some encouragement that I need! I can not only create my own pond, I can set my own rules and invite all who I want there, in. I can be the big fish in a smaller pond and in the process cultivate the sense of community that I really am after. My community will understand my products. I can't tell you how much better I feel being armed with this information.
Joining this network and web university have been one of the best decisions I have made as an entrepreneur. You have truly been a professional blessing. Please keep up the great work!

Your positive attitude and determination to succeed it what keeps me doing what I do Tanai. As a member of my Web Coaching Program, you will be receiving more info on how to Make Your Own Market. Look out for more specific Detail on WNKN Today!

And as always, I invite and encourage other BBWO members to take advantage of my new program:

Thank you for this wonderful information! Helps me focus on what I have to offer instead of all the competition. I attended a seminar and remember "If you show up with value they will come looking for you"! Thank you for clarifying that statement. Have a blessed day! And thank you for taking the time to bring this information to everyone!!
Question? Would it be proper to add other businesses to your mailing list when promoting your business? Or just add people that you know, Family, Friends, etc.

Ardella Gillis
Diva D. Bridal and Accessories
The goal is to add any person or business who might have an interest in your product or service.
I like it when interacting with positive black women. Please complete the attached Marketing-Survey for me. We definitely need to look for the big fish, why not? Call 919-341-8169 if you cannot open the attachment or email me at
You are all invited to complete the survey

"Going Global" for Black Business Owners is at your fingers.
God bless you all, Paulette.
I'm right with you, my sista. We must learn to trust our own voice, understand that the old rules no longer apply, and that we can write our own ticket.
I've spent a great deal of time building others and make their businesses work and grow. There aren't any magic wands and instant solutions. It is what it is. You can spend so much time trying to figure out the right approach, the perfect proposal and the right look, and in the end, it's all about you and what you bring to the table. A little ingenuity and belief will get you from point a to point b. All that making sure we have the budget, and the right this and that, sometimes are just obstacles we put in our own path to success. While I am an advocate of putting your best foot forward (always), he who doesn't take a risk and believe in oneself, will be left on the porch. Keep runnin' girl!
Yes, Ardella, it would be profitable to add business to your email list and mailing list because if a business has a client that needs your services then they can refer them to you. As a Realtor, I have several insurance agent, mortgage brokers, and yes other Realtors on my mailing list because they all help you grow as well as help your business grow. How you may ask, if the Realtor can not help that person because they are not license in that state or they can't help them because they have a someone who has a certain specialty they can refer them to you.

I hope this helps.

Get the latest eBooks by lhenry, Web Professional & BBWO Founder. If I can improve my websites, so can you. Get my latest ebooks for some of my best web advice. Now if you are serious about improving your web skills and learning more about building your site online, join my web coaching program. -lhenry


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