I am dabbling in a couple of niches...
...and I'm completely lost. On why the buyers buy.
The niches are online guitar lessons and woodworking plans.
Obviously "why would anyone pay for these?!" right. But SOME people do. Enough to generate low 7 figures per year for these companies.
Why would someone would pay for a single plan? They want to build that exact thing. It makes sense. Or why someone would buy a single lesson or a course on a specific topic. Because they have that specific desire or need. One can hone in on the painpoints related to that and "turn the knife". But why would someone buy 16,000 woodworking plans? Why would someone join a membership site for 1000's of guitar lessons?
I understand a little about the demographics of these 2 groups. Older men who have the time and money to relive their youth for guitar. For woodworking it's the same but more about accomplishment and stress relief. I know why they are into their given hobbies. But I just don't know what angles to use to find the buyers of these things in the larger market.
I have read Cashvertising, Scientific advertising, Breakthrough advertising, and many other infamous copywriting books. I've even read some Carl Jung books based on a suggestion from Ronnie Sandlin. Everything makes sense when dealing with specific offers. But for these broad "all-in-one" offers I don't get it. What am I missing?
An example I just thought of while doing research on this topic...
I have a friend that occasionally visits websites that some of the affiliates here advertise their "dating" offers on. This friend has zero interest in those offers and will never convert on them, but he's in the market right? When you target those sites, he's part of the pool of people. There's a certain kind of person that converts on those quiz dating offers—I assume desperate dumbasses. I guess there must be needs of a market, and then needs of the actual buyers.
I've done surveys on buyers and always seem to get vague or useless answers. For example, in the guitar market, I came to realize that people were triggered based on a dark event. Recently divorced. Their kid died. They got sick. So they turned to guitar to help them escape their problem. I'm not sure how to use that in advertising though. A testimonial pre-sell page based on those type of issues?