The second criteria is, you got to sell products where there is a "NEED" and not a "want".
For instance, let's say you're selling a shirt. A shirt is something that they don't need right now. There are plenty of shirts that they can wear, correct? They don't need it right now.
What is a "need" then?
A need will be like food, right? But we're not referring to that, because we're not selling food. I'm not referring to food, shelter or any of those kind of human needs.
The message of "need" in here is what the consumer will still need at this moment of time.
Let me give you an example...
If someone has a pet. Let’s say, a pet cat. The pet owner will still wants to make sure that the cat is healthy and probably, the cat owner still wants to train the cat, right?
So there is still a need to have that knowledge of "cat training" or "cat health" product.
Here's another example...
Despite the down economy, if someone wants to lose weight, that person will still have the need to wanting to lose weight. So this person may still want to have the knowledge on how to lose weight or a product that can help him to achieve that.
Let's say someone is single and he or she wants to have a relationship. This person will still have the need to have that knowledge on how to attract another girl or a man. There's still a need for that.
Do you see what I mean? So it doesn't means that you need to sell mask or toilet rolls.