Chapter 6

"If you and I both owned a hamburger stand and we were in a contest to see who would sell the most hamburgers, what advantages would you most like to have on your side?"
superior meat? sesame seed buns? location? lowest prices?
"O.K., I'll give you every single advantage you asked for. I, myself, only want one advantage and, if you will give it to me, I will whip the pants off of all of you when it comes to selling burgers!"
"The only advantage I want," I reply, "is A STARVING CROWD!"

What I am trying to teach you here is to constantly be on the look out for groups of people (markets) who have demonstrated that they are starving (or at least hungry!) for some particular product or service.

Let's take an example: Suppose you want to sell a book on how to invest money and you have created a direct mail promotion designed to sell this book.