Business Success is Not Just Locations, Location, Location
If you don’t have an ideal location even if you are just slightly off the main thoroughfare you often need to advertise some to let people know where you are. It matters little that you have the product that they want, they are not going to buy anything if they can’t find you.
Everybody has heard stories about a product that was so popular there was no need to advertise. But this is not true. If the product is that popular it is advertised by word of mouth.
In both, the last 2 cases, advertising was critical and even in the first case no matter how good your location, you would be wise to do some advertising, to try to capture those customers that are not likely to be passers-by.
It’s the same with being online except getting the location correct is much harder and advertising is much more critical. Because even if you get the perfect location, as in the first place on the product page you are trying to rank for, that location, unlike a physical one, is not static.
Online Stores Are a Little Different
For example, you can put a huge effort into ranking high on the first page of where you think your customers are looking. Only to discover most of the people that are searching on that page are not buyers. You may get a few sales but it’s not enough o make a living on.
So you put just as much effort into ranking on another page. This starts to improve your income so you start on a new page. In the meantime, your ranking on the page you started on, are beginning to slip. So you have to abandon working on the third page to sure up the first page. As you do that, you discover that this page has become much harder to rank on because everybody else is doing the same thing.
Let’s face it ranking alone is not going to cut it if you want to make a living. You have to advertise.
In short, when it comes to online business you have to advertise or your business dies.