If you fear losing lots and lots of money getting into media buying, here's a hint that can massively reduce your risk of failure: 'A hungry fish will bite the poorest bait' By fully understanding this idea, you can skyrocket your success chances of creating a winning campaign before you even upload your first banner. A critical point before deciding if you should get into a certain market is to estimate how 'hungry' it is. Because the hungrier the market is, the higher are your chances that people will act on your offer. A simple example: If someone has diabetes, or worse, cancer, how passionate do you think is this person to hear about possible solutions? EXTREMELY. That's a group of people that wouldn't even think a moment before reading through a 36 pages long sales pitch, if there's only a small possibility that this could help them to get rid of their big-ass-problem. On the other hand... do you think a guy who's into spending his sundays bowling with his buddies would give a damn about a course teaching him how to play better? Of course not. He's there to have fun, drink beer, tell dirty jokes and enjoy himself. No irrational passion or big-ass-problem in this case. Therefore: No good market to get into. So, before you pick a market, make sure you ask yourself: How high is this markets passion-index? It could save you a lot of time, a lot of money and might even help you to hit a money making sweet spot more often and much faster in future.