Niche Marketing - Introducing a Different Way to Identify Who You Serve in the Marketplace
Niche Marketing - Introducing a Different Way to Identify Who You Serve in the Marketplace
You definitely have to get specific about your market, but I don't like to call it a "niche" because we’ve heard that word too much. I will use "niche" sometimes as a frame of reference because everyone's familiar with that word, but the place I work from is "who needs you most", and discovering the group of people that you can serve to the greatest good. That's much more comfortable for a few reasons.
Finding a niche often becomes a task: to find a group of people, go after them, grab them and tackle them and sell to them. It becomes inauthentic.
If we frame it as finding out who needs us most, it becomes a very different situation. It’s critical to understand who your ideal prospect is. For instance, if you’re both a therapist and an ADD coach, you've got to recognize they are two different businesses. They truly are. When you have two different skills, two different genres that you're working in, they really are two different businesses.
Here's a little gem: a confused mind always says no. When you approach people about who you are, what you do and how you can serve them, it would be very confusing if you said, "I do coaching, therapy, work with ADD, and work with moms."
Since we know a confused mind always says no, we have to get very clear about how we can serve and who we serve. Once you know who your ideal client is, define your message in terms of the concrete benefits you can offer them.
Using the example of the market of moms with ADD, if a mother with ADD came to you and said, "I heard you do this. How can you help me?" how would you respond to that? If you say, "I help moms with ADD to have more rewarding, stable, and satisfying lives," that’s too unclear. It is not addressing a transactional problem.
A transactional problem is something that someone recognizes that can have an absolute solution to it. You want to make sure that in the business you are in that you solve transactional problems.
When you change your message to say that you can help moms find more time for themselves in their week, you can help moms organize themselves and their children so that there is less chaos in the house, and that you could coach or support a mom in being less stressed when she's spending time with her family, that speaks specifically to the problems your prospect is having.
Whether you call it a niche or another term, be sure you clarify your message so that within a couple sentences your prospect knows exactly what you offer that will create a positive change in their lives. This one tip alone will bring you more ideal clients and leads.
Niche Marketing Introducing a Different Way to Identify Who You Serve in the Marketplace - To learn more about this author, visit Suzanne Evans's Website.
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We’ve all heard how important it is to identify our "niche" or even "sub-niche" business. Entrepreneurs often struggle with pinpointing exactly who to serve.
You definitely have to get specific about your market, but I don't like to call it a "niche" because we’ve heard that word too much. I will use "niche" sometimes as a frame of reference because everyone's familiar with that word, but the place I work from is "who needs you most", and discovering the group of people that you can serve to the greatest good. That's much more comfortable for a few reasons.
Finding a niche often becomes a task: to find a group of people, go after them, grab them and tackle them and sell to them. It becomes inauthentic.
If we frame it as finding out who needs us most, it becomes a very different situation. It’s critical to understand who your ideal prospect is. For instance, if you’re both a therapist and an ADD coach, you've got to recognize they are two different businesses. They truly are. When you have two different skills, two different genres that you're working in, they really are two different businesses.
Here's a little gem: a confused mind always says no. When you approach people about who you are, what you do and how you can serve them, it would be very confusing if you said, "I do coaching, therapy, work with ADD, and work with moms."
Since we know a confused mind always says no, we have to get very clear about how we can serve and who we serve. Once you know who your ideal client is, define your message in terms of the concrete benefits you can offer them.
Using the example of the market of moms with ADD, if a mother with ADD came to you and said, "I heard you do this. How can you help me?" how would you respond to that? If you say, "I help moms with ADD to have more rewarding, stable, and satisfying lives," that’s too unclear. It is not addressing a transactional problem.
A transactional problem is something that someone recognizes that can have an absolute solution to it. You want to make sure that in the business you are in that you solve transactional problems.
When you change your message to say that you can help moms find more time for themselves in their week, you can help moms organize themselves and their children so that there is less chaos in the house, and that you could coach or support a mom in being less stressed when she's spending time with her family, that speaks specifically to the problems your prospect is having.
Whether you call it a niche or another term, be sure you clarify your message so that within a couple sentences your prospect knows exactly what you offer that will create a positive change in their lives. This one tip alone will bring you more ideal clients and leads.
Niche Marketing Introducing a Different Way to Identify Who You Serve in the Marketplace - To learn more about this author, visit Suzanne Evans's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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