Most people are familiar with the laws of motion, but few have thought of it in the context of marketing.
Newton’s first law of motion states:
“An object at rest tends to stay at rest and an object in motion tends to stay in motion with the same speed and in the same direction unless acted upon by an unbalanced force.”
If someone came up to me on the street and asked me what business they should start today, I would tell them “one that already has a hungry market that is not being served.” To me the hungry market is an object already in motion.
Most business owners give little or no thought to the market for their product or service before jumping in. The typical business is started by someone who knows how to do something but has likely given little thought to whether or not there is significant enough anyone who wants or needs that something.
If you’ve already got a business you are trying to get in motion, then you must find a way to package what you do so that it attracts a hungry market. Trying to create and communicate things that people should need, or worse, don’t need or want, is like getting the big rock at rest to start rolling. Far better to jump on the rock that is already in motion and find ways with your marketing tactics to get out in front of that rock.
Develop an already moving rock market focus and strategy, become a known expert on that rock, be consistent and repetitive – exert an unbalanced force on the already moving rock and get it to move faster. That’s the Duct Tape Marketing First Law of Marketing Momentum.