Having been a business owner and marketer for seventeen years (as of 2011), and training people to start their own businesses for over six years now, I’m often asked how to turn a business around fast to make money.
Entrepreneurs today think they’re are facing a difficult economy. “Nobody’s buying,” is a phrase I hear a lot these days.
My usually reply is, “Really? I hadn’t noticed.”
The fact is, if…
… then you’re more than likely to do well, regardless of the state of the economy.
The problem is simple. If you’re not making money today, it’s likely that…
It’s limp. It doesn’t stand out. It’s underwhelming. (And no, it’s not because "the water’s cold.")
If you want your marketing to work, it needs to really speak to people.
The problem is, most business owners who are masquerading as marketers today think their audience is “everyone.” This is, in my opinion, one of the top five marketing mistakes that will bankrupt them quickly.
If your market is “everyone,” your chances of crafting a message that touches them all, speaks to them all, and moves them all to action is virtually nil. Even people who would have a legitimate need for your product or service won’t be interested, because the copy won’t be compelling, even to them!
Niche marketing is not about being a big fish in a small pond, as some “marketing trainers” like to teach you. It’s about targeting a group so well that you know them inside and out. nbsp;You know what they value, what they believe, what their interests are, where they congregate, what they read, and you know how to speak to them in ways that compel them.
It’s far more profitable to have 20% of a niche because you knew what to say to them, than 0% of everyone.
The fact is, unless you’re willing to make a real statement and stick by it – even if others complain – you’re not likely to connect with anyone.
“The risk of insult is the price of clarity.” -Roy H. Williams
One of my NLP graduates made a brilliant business card that said he specialized in helping you, “Have better sex, quit smoking, lose weight, blah, blah, blah.” Everybody talked about it and it really stood out.
The problem is, a few people complained and said that it might be offensive. So he changed it to “More intimacy, blah, blah, blah.” Now, it’s just a business card. It goes where they all do – to the big circular business card heaven under the desk – without even a second glance.
Did the title of this article or the statement of impotence offend you, disturb you, shock or intrigue you? GOOD. That’s because I’m talking to you. If I had just churned out another blog article on “Niche Marketing for Everyone,” you would have hit the back button in three seconds.
Your task after reading this article (should you choose to accept it) is to find a market you resonate with, craft a message that is undeniably you, and then deliver it congruently. Grab people by the ears and make them listen.
Then, stand by it. Defend it rigorously. Even if some people complain. It’s the only way you’ll be noticed among all the other impotent noise.
Please share and comment below and let me know what your little blue marketing pill is.
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