Why is it that so many advertisers get fixated on dominating just the US market?
The world is a big place. These days it’s sad to say that it’s a lot easier and much more luctrative to market internationally vs. domestically. Here’s why:
1. Regulators are on a suing rampage.
2. The US Economy is in the shitter. Take a look at some startling stats:
- There are over 5.5 million Americans that are unemployed and are not receiving benefits.
- All over America, state and local governments are selling off buildings just to pay the bills.
- State and local government debt has reached an all time high of 22% of U.S. GDP.
- 1 out of every 7 Americans has at least 10 credit cards!
- The US dollar is so badly inflated that Steve Forbes predicts the US will go back to the Gold Standard in the next 5 years.
3. The FTC is on an all out witch hunt to crucify direct response marketers in the US. While I believe in a number of the lawsuits the FTC has brought forward in recent history, there’s a number of rules they’ve enacted that are pure rubish.
Things like disallowing counters on websites or striking down on advertisers for creating “a false sense of urgency” is just bs. Creating a sense of urgency is what direct response marketing is all about! It’s how we sell things, which in turn creates jobs and stimulates the economy. Hello! FTC go after the bad guys and stop nit-picking on things that are harmless to consumers. BTW – just got another PayPal scam email while drafting this post – shouldn’t you start addressing that vs. “false sense of urgency!”
4. International media is less expensive. Let’s face it, the cost to acquire a customer in Canada is about 1/2 that of the US. In France it’s about 1/10 of the cost of Canada. Bottom line is that international media is super inexpensive.
5. In South America, Canada, UK, Australia, France, Spain, and other select European countries, customers are less likely commit fraud. They revere American made products and are much less likely to ask for a refund or chargeback.
Overall there’s billions of dollars to be made in international markets. If you find yourself focusing exclusively on domestic marketing than I strongly encourage you to expand abroad. Not only will you make more money, you’ll also hedge yourself from the risk of putting all your eggs into 1 basket!!