The Power Of One-to-One Marketing

According to economist Paul Zane Pilzer, the opportunity for aunique home based business opportunity with one-to-one marketing (or intellectual distribution) is huge because there is a large gap between the number of new products being released and the knowledge people have of them.

Pilzer says:

"And because technology is advancing so rapidly and making so many new products, that gap is huge and growing larger every day—which means that the opportunity of intellectual distribution is continually increasing. I am often asked, “Doesn’t the Internet fulfill that function?”

Surprisingly, the answer is “No, not at all!” The Internet is a great place to go to get educated about products and services you already know you want to learn about—but it cannot fulfill the education function of the peddler or general store proprietor any more than the infomercials of the 80s and 90s could.

The Internet, television and magazines are all passive media. The only place where we actually learn something new, where we engage with new information to the extent that we may actually change our minds and try something new, is in a live, one-to-one conversation.

The Internet is rapidly taking over the information function of teaching people things they already know they want to learn. But the vital sales function of teaching people about things they don’t yet know about will always be an educational model that functions best person-to-person. And that is what has given rise to the vehicle of distribution known as direct selling, or one-to-one marketing.

Direct selling has grown steadily over the past 20 years, increasing more than 91 percent in just the past ten years. With over 13 million Americans and 53 million people worldwide involved, it is now a $100 billion global industry. Yet as impressive as that is, it’s not hard to see why the real growth has barely begun.