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The Butterfly Theory… Or making the Market Work for You 
by Angelica Wagner

Imagine it’s a beautiful spring day, and you decide to go for a walk or a run in the meadow of your dreams. As you finally sit on a log to look at the stream, you notice that there is a beautiful butterfly just landed on a clump of flowers at your feet. As you watch this gorgeous creature and examine its beautiful details, it leaves the nectar of the flowers and lands on your shoulder, and you sit in awe at its beauty. In your astonishment and amusement at what has happened, you suddenly turn, hoping to catch this beautiful creature and keep it in a jar, keep it any way you can, but keep it you must. 

In your haste, you turn suddenly and the creature sensing your immediacy leaves. You follow it, pursue it, chasing for hours through the meadow. Every time you get close, the butterfly turns and flies off in a new direction, and you frantically have to chase again, until in all your haste you fall over a log where you met the butterfly in the first place.

As you lie there upside down, the butterfly lights on a branch in front of you. 

This is the parable of the elusive market. Market conditions change just as quickly as the butterfly’s path. Therefore, just as it is wise to have multiple streams of income as a safety precaution for your bank account, it is also wise to many avenues to market your product or service in. As political arenas change, as markets change, as there are natural disasters of floods and earthquakes when we least expect them, all these things produce a change to the bottom line of profit. Expect change, learn to create exchange. 

It has been my experience that we are too shallow in our approach to the number of markets that we may tap to sell our product or service. Sometimes we look at a small geographic neighborhood, when we should be contemplating the world. Sometimes we rush around all over the world, when we could just quietly sit in front of our computers and crank out email blasts around the world, or pick up the phone to talk to our clients.

The bigger the client, the more attention or frequency of contact,  that he needs. 

We can also change the permutations of the marketplace when we add other languages to the equation, and other cultures in the time immediacy of NOW! The equation of time immediacy is the lesson in this fable. The power of NOW changes your bottom line from one of despair to one of bliss, no matter where the butterfly of marketing lands.  

Let’s look at a small sampling of the combinations of the market that we are addressing. When we add several of these markets, and /or multiply them together we exponentially increase our market share, as well as our brand name experience. The number of transactions that the customer is involved in, the number of customers that are reached, and the dollar volume that the customer purchases become exponentially multiplied.

This is not rocket science; this is the simple, elegant language of Math. The equation being this: a x b x c= infinity.

So here are the possible permutations that we may find in the  possible markets. When we multiply these markets together we create infinity.

• Print advertising
• Direct mail
• Flyer promotion
• Telemarketing
• Joint venture partnerships
• Media marketing; television, radio, film, infomercials
• The Internet
• Product on CD Rom, audio file, video
• Networking through multiple client lists
• Distribution channels of mass marketing such as QVC, or HSN
• Media

As we take these markets and multiply them together we reduce the risk of having stale product or a drop in the cash flow of our business. Planned diversity is the secret to great marketing success as any stock trader or market trader will tell you. 

So as you take the approach to your business that you are either a great scientist or inventor looking for a cure to an incurable disease, could even be a failing bank account……and you look at the possible permutations of the places to market your product or service. You begin to multiply a few of the markets that would help your product or service together. 

Voila……….. Just like baking a great cake; you now have the ingredients for a great brand or business model. In discovering which market niche works best for you be sure to experiment with several every month until you see the results that you seek. The experimentation is the key. Just like adding the baking powder to the dry ingredients, your cake will surely rise, and so will your self esteem. 

You may find success in a market that you were just not expecting. Markets surprise you.  Remember that 85% of the population is visual, and the other 15% is auditory. In finding the winning combination to sell your product, be sure to attract both visual and auditory markets, in this way you will reach 100% of the audience that you are targeting.

Watch for the response of the buyer, if the buyer is visual, he speaks quickly and makes decisions quickly. If the buyer is an auditory, he will make decisions slowly and speak slowly. Disturbing the natural style of the buyer is not in your best interest. Work with it, and adapt your style to match theirs and you will always be successful. 

Mix and match these markets, remember to be in harmony with the current events, as well as with the seasons for maximum coverage of your markets.  Remember the time frame of NOW.  Why do you need different market styles? Well, what happens if the markets change, will your bottom line change? Your goal is to have constant multiple streams of income so that you have consistent flows of money from different sources of marketing. Same product, same service, just sell it to another stream of hungry fish. 

Taking care of clients is the number one priority in any market. Even though there are lots of hungry fish in the sea, it takes five times as much time to convert a new client than it does to keep an existing client, so remember that marketing is relationship! Do what it takes to keep your relationships happy, and your banker will be happy as well.  

Vertical markets are found in most geographic markets. All tall buildings are considered vertical markets. What’s in them, you say, well corporations. No matter what the product, I have had my biggest successes selling to the vertical markets of corporations. Show the CEO how your product or service  can make his life easier, solve a problem, create quick cash flow, make employees productive,  save time, and you have a friend for life. It is also a lot easier to visit many markets in one building, (corporation) than to walk or send flyers to a large geographic area. Remember that corporations that are international also have as many employees as small villages or towns. The short cut to getting happy fast is   creating a friend in the CEO. 

The more people that you help, the more you get what you want; a market niche, a brand name, then get riche in your niche. Where attention goes, money flows. When the focus becomes how many people can I help today, the  “ how to “ takes care of itself.

The butterfly of happiness will land on your shoulder to stay. Your field of dreams, your business, instantly becomes your meadow of happiness in the time frame of NOW.

Angelica Wagner is widely known as a dynamic and inspirational  author, speaker, trainer and filmmaker. As the CEO of Miracleworks,  Angie challenges both corporations and individuals to search within themselves to create the miracles that are possible in walking the paths of excellence.  As an author, her voice is cutting edge in the field of business and health.  She encourages the reader to "wakeup " to their spiritual purpose, mission and vision, and thereby come into financial abundance. The mother of four grown children with a background in real estate, Angie shares her personal revelations as stories and fables for the fulfillment of her audiences. She has dedicated her life to the purpose of creating miracles in the lives of her listeners. Her years of study, contemplation and commitment in spiritual principals as well as real life serve as the lessons that create desire for excellence in her vast audiences.