Make Your Message Compelling and Clients Will Flow to You
by Victoria Player
I believe one of the most under utilised marketing weapons for small business owners is the power of niche marketing. Niche marketing is simply marketing to client and customer groups that fit the demographic and psychographic profile of your target market.
I'm sure that you've come across the well-known phrase 'Know Thyself' which is the famous inscription on the Oracle of Apollo at Delphi in Greece. In authentic marketing terms this phrase is important but there's an even more vital dictum to be aware of - Know Thy Client!
If there is one pattern I've noticed in service professionals and small business owners who are struggling to attract clients it is that they are very unclear about exactly who their target audience is. When asked to define some of the characteristics of their ideal clients they are often a little sketchy at best. At worse some have the widest definition of 'everybody' in an attempt to throw out their net far and wide in the hope of catching anybody!
Paradoxically the truth can't be more different. Believing that you'll turn away clients and opportunities if you niche is actually completely and utterly invalid. It comes from a "lack" mindset, one based in fear. The adage "when everybody' is your customer, nobody is your customer" is absolutely true and profoundly important. You can't be all things to all people. When you decide to specialise and narrow your focus something very magical happens.
To attract clients consistently and with little effort, your marketing message must be clear and concise. There's no way around it. If what you say about your business and what prospects read about it isn't sounding irresistible and compelling enough to them, they'll move on to the next offer.
If you can't describe your target clients in vivid detail and convey a compelling message to them you will simply struggle to find them let alone attract them into your business. How can you hit a target if you can't clearly see it?
So, your task is to stand out from the crowd and make prospects stand up and listen to what you have to offer. This is why it's so important to define a niche. So, what's stopping you?
Here a just a few of the benefits associated to defining a niche:
1. Your Product or Service Becomes More Desirable
You start to create a set of tailored products and services that work very well for your specific niche. People want to buy things that are made just for them, that solve their unique problems. Would you rather buy mass produced suits or would you rather buy a suit that has been made-to-measure?
2. Your Name and Brand Spreads Rapidly
People in groups talk! Solicitors talk to other solicitors. Property agents talk to others within the property arena. Investment bankers talk to investment bankers. If you're good and you provide products and services for a specific niche, your name will travel fast.
3. It Becomes Easier and Less Expensive to Prospect
If you pick the right niche, it becomes very easy to contact your prospects. Most good niches have a list of people who are either members of a group in your niche or who have purchased things associated with your niche. Instead of spending money on what I call 'spraying and preying,' why not spend your money on getting your message to exactly the right people in your niche who actually want to hear your message.
4. You Become Known as THE Expert
When you focus your attention on one specific niche and tailor everything you do to that niche, it won't be long until you become know as THE credible authority within your field. Don't forget that clients seek out experts, not only that but they're usually more than willing to pay higher fees for the privilege!
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ABOUT THE AUTHOR:
Victoria Player works with coaches and other women entrepreneurs to reach MORE people, change MORE lives and create a better lifestyle for themselves and others by utilising email, information products and the Internet. To get your FREE audio training program packed full of practical how-to business building advice, visit www.VictoriaPlayer.com