HOW DO YOU WANT TO BURN UP YOUR MONEY?
Visualize the mass marketing person as standing smack in the middle of a major league park. On the ground, in front of this person, is a large pile of various denominations of currency. The mass marketing person just set this pile of currency on fire. He wants to attract the attention of the seated spectators using the smoke from the burning currency. He has put out the word that smoke from burning currency will clear all eight sinus cavities.
Since the ballpark is so huge, by the time the smoke reaches the park's perimeter, it will be severely diluted by the size of the park and the distance from the fire to the spectators. Although the spectators might know about its benefits, the area is so spread out that they’ll hardly smell the smoke. The end result will be minimal unless a tremendous amount of currency is set on fire to produce much more smoke.
On the other hand, I see a niche marketing person as someone who takes the same pile of dollar bills, goes over to a pre-determined section of the bleachers then sets his pile on fire.
He knows, from prior research, that the crowds in that section of the bleachers are interested in clearing their sinuses. Because of the smaller area, they will also be able to strongly smell the burning currency. The niche marketeer will have better results using the same amount of money because it’s impact is targeted.
Whether it’s a baseball field, the printed media or the Internet the results will be the same. That is, it’s much easier to attract the attention of a smaller crowd that you’ve identified as being interested in what you have to offer.
BEFORE YOU LIGHT THE PILE…PLAN THE BURN
So, why would you want to advertise your services to a niche market over a mass market? In other words, why would you want to target a smaller segment of your community over the entire community? Simple…It’s more effective, less costly and produces better results.However, before you start burning up your cash for marketing efforts that might or might not work for you, it’s imperative you plan your marketing strategy. The first thing that should be listed in your plan is the type and size niche you’ll want to market.
Part 2: Three Steps to Finding Your Niche
By using logical planning and execution of the above steps, you’ll succeed in positively affecting the well being of your customers in your chosen niches. You’ll also be amply rewarded both financially and emotionally for your efforts.
