Find Your Gap and How to Profit
Marketing 101 is you find a want / need.
Imagine that!
I think with the flood of products, it’s easy to lose focus on this.
So in the book, the authors teach a simple method to find gaps.
Here’s how it works:
A: The current reality
B: The desired reality or future vision
C: The bridge between A and B
I’ll give you a few examples that come to my mind.
A: AI creates an over-supply of information-based products, which lowers the price people are willing to pay
B: Creators are able to get paid premium prices
C: The premium pricing solution
That would be a simple example. C is your offer or product that bridges the gap between the current reality and the future desired state.
That’s essentially what your product or service is and does.
You can look at this from many angles:
A: Too many products. Hard to stand out.
B: Your products stand out
C: The stand out solution
See how that works?
It’s as simple as A, B, C.
Here’s another one:
A: Ad costs going up
B: Ad costs affordable
C: The ad cost eraser method
Here are the important things to understand about gaps that may not be so obvious on the surface.
a. People don’t always WANT your point B.
You have to make sure that the customers WANT the point B. You have to make sure you’re on the same page with them. That means understanding where they’re coming from, and they’re point of view.
b. You have to find a C solution you can actually provide
It’s easy to come up with C solutions. But not always easy to actually fulfill given your current abilities and resources.
c. When you find “your gap,” you have to do a really strong job communicating it to the market or audience.
You can’t assume they’ll immediately “get it.” A lot of times you have to spell it out to them.
The point of all this is YOU’RE LOOKING FOR A GAP IN THE MARKET THAT ISN’T CURRENTLY FILLED.
There will always be gaps. You just have to keep looking for them.
When you find a gap, it’s good to come out with a minimum viable solution that you can TEST and make sure people are willing to spend money to FIX the gap.
Here’s a Great Example
Most of the buzz I see in Facebook ads is about selling big tickets using phone calls or direct messages.
At first, the big thing was selling big tickets using webinars. When that stopped working so well, it went to doing a webinar to set phone appointments. And phone selling.
Then, when everyone and their dog was selling a solution on how to do that, some smart person came up with the idea of selling them WITHOUT phone calls (a new gap).
No phone calls needed.
Just exchange direct messages and send over a Google doc. Beautiful.
But then over time, everyone and their dog started selling solutions on how to do THAT.
At which point a couple people came up with pitches / angles / offers based on selling LOW TICKETS instead of high tickets.
Someone came out with this ad about how they made 7 figures just by selling low tickets. And they could show you how to do the same.
Then a few others started copying that angle, which is INEVITABLE. Anytime an angle succeeds, eventually people will copy it. Expect it. And know your next move.
So here we had a GAP and a few people filling it.
The NEXT STEP is it becomes about the “mechanism.”
About the unique way low tickets are sold.
And typically, products SPLINTER.
So someone will identify the MOST PROFITABLE type of low ticket product to sell and pitch an offer based on that.
Or they’ll discover the FASTEST type of low ticket to create and sell.
Or they’ll discover the EASIEST TO SELL low ticket offer.
We’ve already seen some of this.
Someone came out with the idea of making a fancy looking product mockup in Canva. So for $27 it looks like you get a whole bunch of stuff.
And then everyone started doing that.
So the next person came along and took that “mechanism” to the EXTREME, which is what always happens.
So this person created the most stunning, over-the-top digital product mockups.
Here’s an example of one of the pages. That has to be the most over-the-
That’s the most stunning, over-the-top digital product display I’ve ever seen!
So someone finds a GAP.
They create an offer for it.
People copy.
So then a “mechanism” is created to fill the gap.
Then that “mechanism” is taken to the extreme.
At first their was a GAP: Shaving for men was hard.
Then Gillette invented the RAZOR BLADE (the mechanism).
Boom!
Sales soared.
So the next step is for the mechanism to go to the extreme.
So they came out with razors that had MULTIPLE blades! I mean, if one blade is good, more is better!
And so it goes.
The next move was to sell a single blade THROW AWAY razor that was cheap, cheap, cheap.
So you see how the PRODUCT PROGRESSION goes?
And how often you can almost SEE the next step coming?
Like let’s take low ticket products.
The trend now is to sell offers about low ticket recurring billing.
The next logical thing is to EXTREME IT.
So “How to create 10 recurring billing programs in a weekend.”
You get the idea.
Or “How I created 30 low ticket recurring billing income streams.”
I remember WAY BACK in the PLR boom days.
Someone created this totally over-the-top massive package of Private Label Rights products that they sold from the stage at seminars.
It was over-the-top.
As a marketer, you have to say, “What’s the NEXT STEP?” Where’s the gap?
Since they have this boatload of PLR, the next gap might be SELLING IT. That’s obvious.
Or maybe it’s a pitch saying you don’t need crap loads of PLR. All you need is a small number of super high quality PLR products to sell.
Or maybe it’s PLR with some kind of a mechanism built in like “gamification.”
It wouldn’t surprise me to see an offer like, “New A.I. breakthrough creates PLR while you sleep! Imagine waking up to fresh, hot PLR every morning!”
Actually, with Chat GPT, that’s within the capabilities of doing.
What’s the GAP you spot that you can fill?
Instead of just creating products without any plan, BEGIN your product creation cycle by looking for GAPS.
What’s YOU’RE A-B-C?
Here’s another one I’ve noticed:
A – Funnel and email marketing software prices continue to rise, making it hard for people doing side hustles or who are getting started to afford it.
B – A way to do email marketing and funnels that’s affordable
C – Affordable funnels and page creation
Now, there are a FEW solutions at point C.
But what I’ve noticed is these solutions tend to keep increasing their price. They start out cheap and slowly raise their prices.
So for me, a point C would be a reasonably priced solution YOU CONTROL where the price won’t keep going up and up like an escalator.
Now, would this idea be motivating enough for people to buy your solution? I don’t know. You wouldn’t know until you tested it out.
But I think it might be compelling.
To actually FULFILL on the promise would take some doing.
The only way I can think of fulfilling this would be to show people how to use “blocks” on Wordpress to create their pages, so they don’t have to rely on a page builder.
Or, since Elementor is free, maybe you’d combine it with the Woo Commerce shopping cart which is also free.
However, you tend to need plugins to make Woo Commerce look and behave well.
So this would require research to try to come up with a solution.
One marketer came up with a SOLUTION in part to this problem. This was clever as heck:
So Dama Jue created this template and others with a system to create:
* Sales pages
* Shopping cart
* Product deliver
ALL using Thrivecart.
While she didn’t cover the “email marketing” part, her point B was:
“Ability to set up sales pages, shopping cart and product delivery using Thrivecart without any ongoing costs.”
Here’s another product she created with that promise
.
Hopefully you can see how her POINT B SOLUTION fills a pretty big GAP.
To my knowledge, she’s the ONLY one providing complete sales page templates for Thrivecart along with shopping carts AND membership area through Thrivecart Learn.
She ELIMINATED all monthly fees of:
* Page builders
* Shopping carts
* Membership software
That’s a pretty darned big GAP she filled.
No Teachable.
No Kajabi.
No recurring billing shopping cart software.
NADA.
And to date, she’s the only one I know of filling this crystal clear GAP!
The BUNDLE Gap
So Dama Jue is pretty darned smart.
She didn’t find and mine just one GAP.
She found another.
And she’s one of about only 3 vendors supplying a solution to the GAP.
I don’t know who came first.
Here’s the ABC:
A – People need free exposure for their offers and ads are costlier than ever. Affiliates aren’t as easy to get as the old days
B – Free exposure for products
C – Participate in or host bundle offers
A bundle offer is where a bunch of people contribute a product to a “bundle” that’s on a specific topic like list building.
Then a sales page is created and the bundle is sold for $100 or some price.
When people buy the bundle to claim each product in the bundle, they need to opt in to that person’s list.
So each person gets free opt ins by putting their product in the bundle. Here’s an article she wrote that explains the process.
Dama Jue created a product on how to do this and sells it for $2,500, as I understand it.
Now, she’s not the only one with a solution.
There’s another lady who sells a solution for $495 or so by Kate Doster.
And then you have a service called Collaboration Station where you can pay monthly for training and their service. It’s more of a service.
I haven’t really analyzed it.
But I think it’s possible that Dama Jue focuses on creating your own PAID bundle offer.
And Kate focuses on doing your own FREE bundle offer. But don’t quote me on that.
In any event, what I’m saying is there are basically ONLY TWO people filling this GAP with a training product. Collaboration Station is more of service, although they include some training. I don’t know how much.
So this is a pretty darned big GAP and only two people filling it.
I don’t know if their products are complementary or directly competitive. There’s certainly room for two in the market.
Especially when there’s a BIG gap between the prices.
Probably part of the people who buy Kate’s offer go on to buy Dama’s offer.
Earlier I showed you the gorgeous Secret PLR graphics from the sales page by Evelyn Weiss Coaching.
Here’s how I sum up her gap:
A – Everyone is teaching how to sell big tickets which are hard and take lots of time to sell
B – Recurring income through small, low-ticket membership sites
C – Multiple recurring programs that help you start your own low-ticket recurring income memberships using FB ads for traffic
While someone in the market WAS teaching how to create and sell low tickets using FB ads, they weren’t teaching how to do it with low ticket, recurring billing membership sites and offers.
So Evelyn went ALL IN ON THAT GAP.
Now, she he had a TON of experience selling low ticket ecomm products. And she had ran her own FB ads agency.
So she went into it with a TON of skills.
But with that said, she CRUSHED that gap.
When I say no one else was teaching how to do low-ticket recurring memberships, what I really mean is no one was doing it AND promoting the daylights out of it with FB ads.
I’m sure people out there were teaching it. But they had small followings or not a lot of visibility.
So if some people are filling your gap, I wouldn’t be overly concerned as long as they have a small audience or not a lot of visibility.
In this market, it’s rare to have an idea that NO ONE has done anything on.
Here’s an ABC gap I have:
A – It’s harder to convert sales using email than the old days. And no one is really selling “high end” solutions for this. In fact, there’s just not much new or original thinking going on about email marketing other than the Ben Settle method.
B – Able to crush email sales
C – My 7X email system priced at $1,000
If I took the time to develop a webinar pitch to sell it, I could do webinars for different people’s lists, split the profits and really clean up.
It’s a pretty strong GAP.
Andre Chaperon used to have a real nice mind share with his email marketing ideas. But he moved on to the Tiny Business concept.
A smart marketer named Ben Settle has a following with his email marketing system. But it’s nothing like 7X. It’s a different focus.
There’s a guy named Matt McWilliams who found, mined and OWNS an incredible GAP.
Here you go:
A – No one is teaching vendors how to recruit affiliates and do launches
B – Complete support and training for building a high-profit army of affiliates and high-profit launches.
C – Take your affiliate program to the next level
To date, Matt is the ONLY ONE with this focus.
His blog is ALL about it.
He has numerous lead magnets built on it.
He covers that topic EXTREMELY well.
But when you think about it, it’s remarkable that he found a GAP, filled it, and NOT EVEN ONE other person has tried to fill that gap.
Just remarkable.
I mean, you have some individuals that have one product on how to recruit affiliates. But that’s no competition for Matt.
Basically, he OWNS the topic.
Now, to be fair, his blog is a MASTERPIECE! At least, to me it is.
The articles are just SPOT ON.
But it’s another GREAT example of finding a GAP and filling it. In this case, it’s a GAP that’s not one most people would even think about.
Sheer brilliance. And the foundation for a healthy, thriving business.
He found his gap.
Mined it.
Owns it.
There’s not even a #2 person on the topic. Matt basically owns that whole GAP for himself.
I hope this directs and focuses your thinking and helps you come with a clear idea of how YOU can find YOUR gap to fill.
Marketing 101 is you find a want / need.
Imagine that!
I think with the flood of products, it’s easy to lose focus on this.
So in the book, the authors teach a simple method to find gaps.
Here’s how it works:
A: The current reality
B: The desired reality or future vision
C: The bridge between A and B
I’ll give you a few examples that come to my mind.
A: AI creates an over-supply of information-based products, which lowers the price people are willing to pay
B: Creators are able to get paid premium prices
C: The premium pricing solution
That would be a simple example. C is your offer or product that bridges the gap between the current reality and the future desired state.
That’s essentially what your product or service is and does.
You can look at this from many angles:
A: Too many products. Hard to stand out.
B: Your products stand out
C: The stand out solution
See how that works?
It’s as simple as A, B, C.
Here’s another one:
A: Ad costs going up
B: Ad costs affordable
C: The ad cost eraser method
Here are the important things to understand about gaps that may not be so obvious on the surface.
a. People don’t always WANT your point B.
You have to make sure that the customers WANT the point B. You have to make sure you’re on the same page with them. That means understanding where they’re coming from, and they’re point of view.
b. You have to find a C solution you can actually provide
It’s easy to come up with C solutions. But not always easy to actually fulfill given your current abilities and resources.
c. When you find “your gap,” you have to do a really strong job communicating it to the market or audience.
You can’t assume they’ll immediately “get it.” A lot of times you have to spell it out to them.
The point of all this is YOU’RE LOOKING FOR A GAP IN THE MARKET THAT ISN’T CURRENTLY FILLED.
There will always be gaps. You just have to keep looking for them.
When you find a gap, it’s good to come out with a minimum viable solution that you can TEST and make sure people are willing to spend money to FIX the gap.
Here’s a Great Example
Most of the buzz I see in Facebook ads is about selling big tickets using phone calls or direct messages.
At first, the big thing was selling big tickets using webinars. When that stopped working so well, it went to doing a webinar to set phone appointments. And phone selling.
Then, when everyone and their dog was selling a solution on how to do that, some smart person came up with the idea of selling them WITHOUT phone calls (a new gap).
No phone calls needed.
Just exchange direct messages and send over a Google doc. Beautiful.
But then over time, everyone and their dog started selling solutions on how to do THAT.
At which point a couple people came up with pitches / angles / offers based on selling LOW TICKETS instead of high tickets.
Someone came out with this ad about how they made 7 figures just by selling low tickets. And they could show you how to do the same.
Then a few others started copying that angle, which is INEVITABLE. Anytime an angle succeeds, eventually people will copy it. Expect it. And know your next move.
So here we had a GAP and a few people filling it.
The NEXT STEP is it becomes about the “mechanism.”
About the unique way low tickets are sold.
And typically, products SPLINTER.
So someone will identify the MOST PROFITABLE type of low ticket product to sell and pitch an offer based on that.
Or they’ll discover the FASTEST type of low ticket to create and sell.
Or they’ll discover the EASIEST TO SELL low ticket offer.
We’ve already seen some of this.
Someone came out with the idea of making a fancy looking product mockup in Canva. So for $27 it looks like you get a whole bunch of stuff.
And then everyone started doing that.
So the next person came along and took that “mechanism” to the EXTREME, which is what always happens.
So this person created the most stunning, over-the-top digital product mockups.
Here’s an example of one of the pages. That has to be the most over-the-
That’s the most stunning, over-the-top digital product display I’ve ever seen!
So someone finds a GAP.
They create an offer for it.
People copy.
So then a “mechanism” is created to fill the gap.
Then that “mechanism” is taken to the extreme.
At first their was a GAP: Shaving for men was hard.
Then Gillette invented the RAZOR BLADE (the mechanism).
Boom!
Sales soared.
So the next step is for the mechanism to go to the extreme.
So they came out with razors that had MULTIPLE blades! I mean, if one blade is good, more is better!
And so it goes.
The next move was to sell a single blade THROW AWAY razor that was cheap, cheap, cheap.
So you see how the PRODUCT PROGRESSION goes?
And how often you can almost SEE the next step coming?
Like let’s take low ticket products.
The trend now is to sell offers about low ticket recurring billing.
The next logical thing is to EXTREME IT.
So “How to create 10 recurring billing programs in a weekend.”
You get the idea.
Or “How I created 30 low ticket recurring billing income streams.”
I remember WAY BACK in the PLR boom days.
Someone created this totally over-the-top massive package of Private Label Rights products that they sold from the stage at seminars.
It was over-the-top.
As a marketer, you have to say, “What’s the NEXT STEP?” Where’s the gap?
Since they have this boatload of PLR, the next gap might be SELLING IT. That’s obvious.
Or maybe it’s a pitch saying you don’t need crap loads of PLR. All you need is a small number of super high quality PLR products to sell.
Or maybe it’s PLR with some kind of a mechanism built in like “gamification.”
It wouldn’t surprise me to see an offer like, “New A.I. breakthrough creates PLR while you sleep! Imagine waking up to fresh, hot PLR every morning!”
Actually, with Chat GPT, that’s within the capabilities of doing.
What’s the GAP you spot that you can fill?
Instead of just creating products without any plan, BEGIN your product creation cycle by looking for GAPS.
What’s YOU’RE A-B-C?
Here’s another one I’ve noticed:
A – Funnel and email marketing software prices continue to rise, making it hard for people doing side hustles or who are getting started to afford it.
B – A way to do email marketing and funnels that’s affordable
C – Affordable funnels and page creation
Now, there are a FEW solutions at point C.
But what I’ve noticed is these solutions tend to keep increasing their price. They start out cheap and slowly raise their prices.
So for me, a point C would be a reasonably priced solution YOU CONTROL where the price won’t keep going up and up like an escalator.
Now, would this idea be motivating enough for people to buy your solution? I don’t know. You wouldn’t know until you tested it out.
But I think it might be compelling.
To actually FULFILL on the promise would take some doing.
The only way I can think of fulfilling this would be to show people how to use “blocks” on Wordpress to create their pages, so they don’t have to rely on a page builder.
Or, since Elementor is free, maybe you’d combine it with the Woo Commerce shopping cart which is also free.
However, you tend to need plugins to make Woo Commerce look and behave well.
So this would require research to try to come up with a solution.
One marketer came up with a SOLUTION in part to this problem. This was clever as heck:
So Dama Jue created this template and others with a system to create:
* Sales pages
* Shopping cart
* Product deliver
ALL using Thrivecart.
While she didn’t cover the “email marketing” part, her point B was:
“Ability to set up sales pages, shopping cart and product delivery using Thrivecart without any ongoing costs.”
Here’s another product she created with that promise
.
Hopefully you can see how her POINT B SOLUTION fills a pretty big GAP.
To my knowledge, she’s the ONLY one providing complete sales page templates for Thrivecart along with shopping carts AND membership area through Thrivecart Learn.
She ELIMINATED all monthly fees of:
* Page builders
* Shopping carts
* Membership software
That’s a pretty darned big GAP she filled.
No Teachable.
No Kajabi.
No recurring billing shopping cart software.
NADA.
And to date, she’s the only one I know of filling this crystal clear GAP!
The BUNDLE Gap
So Dama Jue is pretty darned smart.
She didn’t find and mine just one GAP.
She found another.
And she’s one of about only 3 vendors supplying a solution to the GAP.
I don’t know who came first.
Here’s the ABC:
A – People need free exposure for their offers and ads are costlier than ever. Affiliates aren’t as easy to get as the old days
B – Free exposure for products
C – Participate in or host bundle offers
A bundle offer is where a bunch of people contribute a product to a “bundle” that’s on a specific topic like list building.
Then a sales page is created and the bundle is sold for $100 or some price.
When people buy the bundle to claim each product in the bundle, they need to opt in to that person’s list.
So each person gets free opt ins by putting their product in the bundle. Here’s an article she wrote that explains the process.
Dama Jue created a product on how to do this and sells it for $2,500, as I understand it.
Now, she’s not the only one with a solution.
There’s another lady who sells a solution for $495 or so by Kate Doster.
And then you have a service called Collaboration Station where you can pay monthly for training and their service. It’s more of a service.
I haven’t really analyzed it.
But I think it’s possible that Dama Jue focuses on creating your own PAID bundle offer.
And Kate focuses on doing your own FREE bundle offer. But don’t quote me on that.
In any event, what I’m saying is there are basically ONLY TWO people filling this GAP with a training product. Collaboration Station is more of service, although they include some training. I don’t know how much.
So this is a pretty darned big GAP and only two people filling it.
I don’t know if their products are complementary or directly competitive. There’s certainly room for two in the market.
Especially when there’s a BIG gap between the prices.
Probably part of the people who buy Kate’s offer go on to buy Dama’s offer.
What’s the GAP you spot that you can fill?
Instead of just creating products without any plan, BEGIN your product creation cycle by looking for GAPS.
What’s YOU’RE A-B-C?
Here’s another one I’ve noticed:
A – Funnel and email marketing software prices continue to rise, making it hard for people doing side hustles or who are getting started to afford it.
B – A way to do email marketing and funnels that’s affordable
C – Affordable funnels and page creation
Now, there are a FEW solutions at point C.
But what I’ve noticed is these solutions tend to keep increasing their price. They start out cheap and slowly raise their prices.
So for me, a point C would be a reasonably priced solution YOU CONTROL where the price won’t keep going up and up like an escalator.
Now, would this idea be motivating enough for people to buy your solution? I don’t know. You wouldn’t know until you tested it out.
But I think it might be compelling.
To actually FULFILL on the promise would take some doing.
The only way I can think of fulfilling this would be to show people how to use “blocks” on Wordpress to create their pages, so they don’t have to rely on a page builder.
Or, since Elementor is free, maybe you’d combine it with the Woo Commerce shopping cart which is also free.
However, you tend to need plugins to make Woo Commerce look and behave well.
So this would require research to try to come up with a solution.
One marketer came up with a SOLUTION in part to this problem. This was clever as heck:
So Dama Jue created this template and others with a system to create:
* Sales pages
* Shopping cart
* Product deliver
ALL using Thrivecart.
While she didn’t cover the “email marketing” part, her point B was:
“Ability to set up sales pages, shopping cart and product delivery using Thrivecart without any ongoing costs.”
Here’s another product she created with that promise
.
Hopefully you can see how her POINT B SOLUTION fills a pretty big GAP.
To my knowledge, she’s the ONLY one providing complete sales page templates for Thrivecart along with shopping carts AND membership area through Thrivecart Learn.
She ELIMINATED all monthly fees of:
* Page builders
* Shopping carts
* Membership software
That’s a pretty darned big GAP she filled.
No Teachable.
No Kajabi.
No recurring billing shopping cart software.
NADA.
And to date, she’s the only one I know of filling this crystal clear GAP!
The BUNDLE Gap
So Dama Jue is pretty darned smart.
She didn’t find and mine just one GAP.
She found another.
And she’s one of about only 3 vendors supplying a solution to the GAP.
I don’t know who came first.
Here’s the ABC:
A – People need free exposure for their offers and ads are costlier than ever. Affiliates aren’t as easy to get as the old days
B – Free exposure for products
C – Participate in or host bundle offers
A bundle offer is where a bunch of people contribute a product to a “bundle” that’s on a specific topic like list building.
Then a sales page is created and the bundle is sold for $100 or some price.
When people buy the bundle to claim each product in the bundle, they need to opt in to that person’s list.
So each person gets free opt ins by putting their product in the bundle. Here’s an article she wrote that explains the process.
Dama Jue created a product on how to do this and sells it for $2,500, as I understand it.
Now, she’s not the only one with a solution.
There’s another lady who sells a solution for $495 or so by Kate Doster.
And then you have a service called Collaboration Station where you can pay monthly for training and their service. It’s more of a service.
I haven’t really analyzed it.
But I think it’s possible that Dama Jue focuses on creating your own PAID bundle offer.
And Kate focuses on doing your own FREE bundle offer. But don’t quote me on that.
In any event, what I’m saying is there are basically ONLY TWO people filling this GAP with a training product. Collaboration Station is more of service, although they include some training. I don’t know how much.
So this is a pretty darned big GAP and only two people filling it.
I don’t know if their products are complementary or directly competitive. There’s certainly room for two in the market.
Especially when there’s a BIG gap between the prices.
Probably part of the people who buy Kate’s offer go on to buy Dama’s offer.