Marketing success. Boy seems like every pundit who knows how to type has the answer to that riddle, huh?

Ask Amazon where profits are soaring out of control largely due to the increase in "How To" Business books.

So often, people rush into business believing in their hearts and in their souls (and their credit ratings) that once people see what it is they have, there will be an all-out stampede to get at it. There will be, once the "Open" sign is lit, a rush for the doors that will be dangerous.

Online business owners fear the melting of servers and imagine the horrible "I quit because you are making too much money and I'm not sharing in it" letters from their webmasters.

It happens. We're dreamers. Sue us.

But the fact remains that those "I quit because..." letters are NOT getting written.

Why?

Because too many business owners are not marketing correctly. Too many are believing that it is the features of their goods and services that will bring people to them like mad.

But the opposite could not be more true.

People hate to BE SOLD TO. No matter how blue or shiny or razor sharp your widget is...online or off.

People like to buy.

And they buy because of emotional reasons.

Marketing your features to them is like trying to convince a horse that you can teach him how to play Texas Hold 'Em poker. The horse, like your customer could care less what YOU want. It's what THEY want that you need to focus on.

My best advice?

Forget the Texas Hold 'Em lessons you're trying to sell and go grab Mr. Ed some apples and start actually thinking about his needs first.

Then watch and see what happens.