Does "Niching" Mean having to say NO?

It’s hard to argue against focusing your marketing efforts on specific niche target markets.

At least intellectually it makes sense.

What invariably stands in the way is the question, lurking-ever-so-subtly in the back of one’s mind…

“If I niche my marketing, won’t I miss opportunities?”

And it’s that thought that causes people to “waffle” in their marketing efforts. The resulting message winds up sounding like…“We specialize in you…and the guy in front of you…as well as all the other people sitting on either side of you.”

Not surprisingly by attempting to appeal to everyone, we unfortunately wind up appealing to hardly anyone. Which when you think about it makes a lot of sense.

A truism that I hold near and dear is that everyone thinks their problems are unique. Whether that’s true or not isn’t the important point. What’s important is that they believe it to be so.

Thus our marketing message needs to reflect that reality.

Which reminds me of the old story about the copywriter and the client. The client was saying that the most effective advertising or sales letters were those that were short and concise.

“My clients are busy people they don’t have time to read a lengthy message” said the client.

The copywriter disagreed and bet the client $1000 that he could write a full-page ad with over 1500 words of copy that he guaranteed would be read by the prospects

“I’ll take that bet” said the client.

“I will win and I don’t even have to write the ad. All I need to show you is the headline” said the copywriter.

“And the headline is what?” asked the client.

THIS AD IS ALL ABOUT YOU.

You get my point.

The more your message is targeted…the more the prospective client sees a reflection of him or herself…the more effective it will be.

But, I haven’t answered the initial question…”By focusing on one group of prospects don’t I eliminate getting potential business from others outside the niche?”

Not necessarily.

Which brings us to the role of websites (or more specifically web PAGES).

What an increasing number of savvy marketers are realizing is that one can set up multiple PARRELLEL campaigns…each of which appeals to a very specific niche market.

For example the financial planner or insurance producer could set up different campaigns that appeal to high income sports talent…boat owners…horse breeders…collectors of fine art…ect.

Each campaign directs prospects to a SPECIFIC webpage. (Which can either be completely individualized with its own URL or simply resides on your corporate website).

Each of these targeted WebPages offers it’s own free report or tip sheet that provides answers to specific questions that this group might have about the services your offer.

From a practical perspective each tip sheet is likely to be a slightly modified variation on a theme rather than an entirely new piece of information that is developed form scratch.

What this approach enables a business to do is appeal to MULTIPLE niches at the same time.

Here’s another idea.

You can often combine two niches into one SUPER NICHE while still maintaining the appeal of “I understand your unique pain.”

The key with this strategy is to make sure that each micro-niche is within a similar “cluster” of specialization. For example you could easily combine real estate and mortgage brokers…chiropractors and dentists…insurance and financial advisors…but it would obviously be less effective to combine insurance with chiropractor or real estate with dentists.

The overarching point that I’m making is that given the advances in technology and the ease by which simple one page websites can be set up, you can easily run multiple niche campaigns for your business. This enables small and midsized business to build a brand image of expertise in more than one area, and eliminate the worry that they are missing opportunities.

Want to learn more? Here are a couple of options.

My newest program INTERNET MARKETING MADE EASY provides you with a step-by-step system for setting up targeted one page websites that appeal to very specific market niches. I also cover the different methods you can use for driving traffic to these micro-sites 24/7/365 and how to fully automate the follow up sequence of messages.

More information about this
sales prospecting tip is available.

Secondly…remember that ultimately it’s all about implementation. Reading, thinking, analyzing…they all have their place…BUT in the final analysis, it’s about actually putting these plans into ACTION.

What’s one of the biggest barriers to implementation?

Time…or rather, the lack of it.

That’s why if you are SERIOUS about growing your business…about developing multiple niche markets…perhaps we should talk.

As you may be aware, on a highly selective basis we are taking on a few projects in which we dramatically reduce our retainer and earn the majority of our income on success fees.

In order to qualify for this program you need to have business growth goals in excess of $500,000, a reasonable amount of money for marketing and a strong DESIRE to take your business to the next level.

If that’s you, shoot me a quick email and we’ll set up a time to TALK.

Hope this was helpful.

Thanks and Best regards,
Mark
mark@gentlerainmarketing.com
770-643-8566