Many online marketers fail because they do not know what their business is. Those who write ebooks and short reports believe they are in the ebook information business, while software creators or marketers both think their business is software. Neither one is even close.

When people trying to run a business do not have a clear idea of what that business actually is they will be unable to produce business plans, write compelling sales copy or build a loyal following. In short, they will not have a business at all.

Regardless of what your product is, your only business is MARKETING. It doesn't matter if your business is online or in a retail store in a mall. Your business is MARKETING. Successful marketers develop a marketing mindset. No one was born with it. They learned how to think like a marketer and to make decisions marketers need to make.

Your first step in this process is to develop a marketer's mindset, rather than an ebook seller's mindset, for example. If you've been selling products on eBay or on your own website, you've probably been consumed by finding interested niches, driving traffic, testing ads for conversion rates and building a list. As necessary as those tasks are, they are the product of a seller's mindset and, while you might make some sales with that mindset, your business will not soar to new heights.

In order to develop a powerful marketing mindset, you have to learn to focus on the one question that will govern every step you take online. All of your business decisions have to be looked at though this question: "How will this action provide true benefits and create loyalty among my customers?" If you cannot provide an answer to that question, you might want to rethink your plan of action.

For all the planning, designing, researching and testing that goes into a successful marketing campaign, the customer is actually in charge of your business. All your success depends on a sale of your products or services and that is 100% dependent on your customer and THEIR needs.

When you develop a successful marketer's mindset, you will understand the motivations that make your customers buy from you. You have to find out what they need and what they want before you start offering products to them. If you are a member of several forums, read the questions that are asked in any category and focus on providing solutions to them. That's a ready-made, customer-driven market for your specific answers provided as a short report, longer ebook or services.

In the past, marketing was all about selling products to a constantly changing market made up of anonymous customers who made a purchase and disappeared. Giant sales based on holidays or current events were designed to bring that anonymous customer back to the store or service to make another purchase. The customers were still anonymous.

Today's marketplace, the worldwide Internet, has demanded a shift from anonymous marketing to building personal, nurturing relationships with customers and that demands exceptional, over-the-top customer service, to start with. Your customers need to develop a personal, trusting relationship with you or they won't even open your emails and, eventually, will just unsubscribe. Click...Gone!

What used to be an Internet of quickly-built, simple web pages promoting products to an anonymous audience no longer exists. The new marketing principles are based on a social Web, with people interacting directly with each other and mega businesses. Open communication and honest answers have become the driving force behind any online relationship.

Those relationships are dynamic, vital and dependent on the customer's behavior, attitudes and interests. Now, a single customer in a very small town, way out in the country someplace, can reach out and grab the attention of a mega company on the other side of the globe and have an effect on their customer service or the products they provide.

Now that's worth thinking about!