The Answer To Every Marketing Problem

Does the guy selling beer at the baseball stadium have a marketing problem?

Does Disney have trouble marketing umbrellas at their theme park during Florida's legendary afternoon thundershowers?

How about fireworks dealers right before the Fourth of July?

None of these situations present a marketing problem, because people already want the product.

The product, in other words, sells itself.

This can happen by design, in any business. You simply have to use your “thinker” to find the hidden opportunities in your business.

For instance, Disney had a problem with their Florida theme parks. They hadn't counted on the fact that it rains in Florida. A LOT.

But this problem was an opportunity in disguise, because someone realized the most valued commodity in a rainstorm is… an umbrella.

And so when it starts to rain in the Magic Kingdom, there's a parade, all the “cast members” talk about the “liquid sunshine”… and the umbrellas come out from the back of the store to the front. And they sell themselves.

What opportunities exist in your business that would allow  you to sell products that prospects don't have to be persuaded to buy?

Think about that. Answer it, do something about it — and prosper.

Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at