The Starving Crowd Theory, coined by legendary copywriter and marketer Gary Halbert, is a powerful marketing concept that simplifies the essence of local business success.
It centers around identifying a “starving crowd”.
It is a metaphor for a group of people who are desperate for a solution to a specific problem or have an intense desire for a particular product or service.
Creating demand is a lot harder than serving a starving crowd.
The idea is that success comes not from creating demand but from finding where demand already exists and then serving it.
Rather than spending excessive resources convincing people to want something, you focus on those who are already eager to buy.
Example to think about when going over the key principles below: If you have a hot dog stand, where will you sell best? At street corner or at a night club?
Key Principles:
#1: Find the Demand First: Instead of creating a product and hoping it sells, start by identifying a market where there’s a clear and pressing need. Look for pain points, desires, or problems that people are already actively seeking to solve.
#2: Offer What They Want: Cater your product or service to the needs of your identified crowd. This increases the likelihood of conversions because you’re solving a problem they’re desperate to address.
#3: Easier Sales: Selling to a “starving crowd” is easier because they are already emotionally invested in finding a solution. Your job is to position your offer as the best way to meet their needs.
#4: Faster Growth: Since the demand exists, you can focus more on refining your offer and scaling your business, rather than educating the market or creating awareness from scratch.
More Examples of the Starving Crowd in Action:
- Weight Loss Industry: People seeking quick and effective weight loss solutions. Products like keto diets, fitness plans, or supplements target this demand.
- Emergency Services: A locksmith serving people locked out of their homes or cars is addressing an urgent need.
- Seasonal or Event-Based Demand: Selling umbrellas during a rainy season or water bottles at a music festival directly meets a present and localized demand. The water is typically sold at much higher prices.
Even the best product or marketing strategy will fail if there’s no market demand.
Gary Halbert famously illustrated this concept with a simple question about running a successful restaurant. He asked, “What’s the single most important thing for restaurant success?” After others guessed great food, ambiance, or service, Halbert responded, “A starving crowd.”
The lesson is timeless: It’s easier to succeed when you start with an audience that’s already hungry.