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Web marketers hearts are a-flutter with the Long Tail concept this year. The whole idea that the internet enables you to make money from even obscure groups and needs is very powerful. However, The Myth of the Long Tail and the True Value of Blogging argues that it is easy to misinterpret the long tail idea to your detriment. For example, you wouldn’t want to launch a business specifically targeting an extreme niche audience unless that niche is large enough to sustain your business.

So, in other words, you wouldn’t want to establish a business specifically and solely targeted to fans of fantasy literature about 3-legged squirrels.

Where the long tail concept works better is where you can leverage your pre-existing products and offerings to a broader market consisting of lots of little niches. For example - you’re Amazon, you’ve got lots of books, you can profit by using SEO to make sure your books are easily found by the niche groups who might be looking for them. So you can profit from the (small) number of people interest in fantasy literature about 3-legged squirrels.

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