Bring in More $$ by Marketing to Fewer People

Yes, you read the title correct.  You can actually make MORE money by marketing to fewer people.  This is the premise behind narrowing your focus or niching.

Humans want specific solutions.  To help a headache they want headache medicine and not general pain medicine.Pain Medicine

Think about pain medication. Huge market. If you have a headache, are you going to buy the general pain medicine or the pain medicine specifically for headaches?  The outside package for both OTCs is different, one niches and the other is a generalist trying to cover a broad market, and the actual products are identical.

Research shows marketing as a headache medicine produces tons more sales.

Humans like to be specific. We like to buy things that address our specific needs, not general “fix everything” type of approaches.

Just like fitness and exercise can be narrowed to fitness and exercise for women. You can narrow this further to fitness and exercise for women over the age of forty, and now you have a product that is “Fit Over Forty“.  You will have more sales, thus more profit with this narrow focus than just marketing as a fitness and exercise expert.

Niche Work

There are several ways to define a niche. But your first step needs to come from within. Who do you want to spend your time working with? What kinds of people do you enjoy helping? What kinds of people do you care deeply about and want to help grow and prosper?

Remember, you’ll be building your business around your niche, so you don’t want to build it around a niche you don’t like. These next four questions to ask are key for assuring your niche is profitable – you can make a living.

1. Does your niche group have a strong emotionally compelling problem or issue that you can help with?
2. Is your niche group looking for a solution to their problem – seeking help?  It is much tougher to market a service or product for a problem the target market does not even know they need.
3. Will the help you provide either make your niche group feel much better or solve a big problem for them?  I like to say you want your help to give them better sleep at night.
4. Lastly, is the niche group willing to pay for the benefits they will receive because they see the value to their life, business and/or happiness? What you are digging at here is whether the niche group ranks the solution to their problem high enough to pay for help.

These questions are aiming to prevent you from setting up your business around a need a market is not seeking a solution for nor is willing to pay for  These are tough challenges to overcome even with an outstanding brand and clever marketing campaign.

What this means is it is going to be super challenging to find a product or service to offer for the niche group women 30 – 40 years old that are successful, happy, have little stress and are practicing preventative care that they will pay for.

First, she doesn’t have an  emotionally compelling problem. She feels good now. Second, there is no big difficulty to solve in order for her to feel the immediate benefits, even if she might feel a sense of peace knowing she was preventing problems.

Lastly, she might pay for this kind of preventative help as long as she had the extra money because she knows it is a good idea. However, it will likely be a lower priority which will take more effort on your part to prompt her to action.

Tweak to a Profitable Niche

With a little tweaking you could niche successfully to 30-40 year old women who get chronic debilitating headaches. The headaches zap her energy, wear her out, she is unable to be in a good mood around her children, she feels grumpy and isn’t enjoying life. She now has an emotionally compelling problem you can help with.

Increase your sales and profit by narrowing your focus

She wants to feel good, have the pain go away and have more energy and focus for her kids.

She is definitely willing to pay for this because she wants relief and feels desperate. Your help will change her life for the better.

Now you have a niche that allows you to work with your ideal client and make a living from helping them.

 

 

How a Niche Expands Your Reach

The hardest part of niching for business owners to understand is that by narrowing and solving your problem for your target market – over the top happy clients, you will begin to expand your reach outside of your narrow niche without having to market that broad.

So lets say you have seen 10 ideal clients and resolved their headaches and brought peace back into their life through a meditation focus.  Now, your estatic clients will bring in their husband or their kids or their mom or friend because she knows you, likes you and feels a connection with you.  Her enthusiastic recommendation for you attracts others to go to you for their problems, even non-headache problems.

Now your niche business is growing, even outside your niche. The key is to stay focused on your niche as the ‘headache healer.’  This narrow niching brings in more business in the long term.  With this niche you solve an emotionally compelling problem for a narrow group of people that are willing to pay to gain the positive result you will bring.

Your approach (meditation focus in this example) while solving the problem and your achievement of the desired result can broaden your reach beyond your niche without having to market more.

Entrepreneurs that go too broad (are generalists) struggle with their marketing as they feel they need to include 5 or more different problems they solve in each of their marketing pieces.  The trouble with this is none of their marketing pieces compel their ideal target market to act, to buy – in branding we say this is a weak marketing piece.

To build a successful business, you must find a way to compel people to buy.   Lack of a narrow focus is a top reason businesses struggle to inspire their market to act, to buy.

Being Proper is Out – Being Yourself is In!

I grew up in a generation that placed a lot of value in doing things ‘correctly.’  This has made adding in my personality into everything I do awkward the first couple of times.

Are You Being Proper?

Let me give you two examples.  How many voicemail messages start: “You have reached Jane Doe and I have stepped away from the office or on the phone with someone … at the sound of the beep leave your…”

What about a website about page that goes something like: “Jane is an award winning speaker, writer, consultant…  She writes for … and consults with clients like … She graduated from … with two degrees in …  and is a member of the associations …”

Being Proper Does Not Get You Standing Out

But if you are committed to being authentic and getting seen by those who need your help, you must drop the urge to follow the template of being proper and instead, get used to interjecting your uniqueness.

Personality in Your Offerings

I ask my clients, think about what if your competition copied you – they offered all the same services as you, and offered it at the same price as you and graduated from top universities and programs?  Why would people go with you?  How will you attract ideal clients? The reason people are drawn to you is because of YOU, your personality, your brand, your unique approach, your passions.

Think about the elements that are unique to who you are – experiences, skills, maybe you are passionate about music that your audience can relate to.  Or maybe you lighten conversations with humor, have a unique area of interest, or relate your work to your traveling experiences throughout the world.

Online Businesses that Stand Out Because of Brand

Some fun examples of authentic online businesses with lots of uniqueness in their brand, their personality, and passion about what they do are:

 

Mari Smith - upbeat, gracious and friendly Top Social Media GuruMari Smith –  she is an upbeat, smiling social media expert with a soft Canadian/Scottish accent that understands the small business entrepreneur and is passionate about seeing them succeed.  She gives generously of herself and advice often answering posts herself even though she has a team of assistants. There are thousands, probably millions of social media deemed experts but she is in the top 10 lists consistently in the past two years because of her brand, her personality, her generous ability to draw people to her with her upstanding values and compassion for the little guy.

 

Marie Forleo Hip Hop Dancer Now Small Business Guru
Marie Forleo – is an witty dancing machine that inspires women entrepreneurs to go for their big dreams.  She incorporates her background as a hip hop dancer and choreographer for MTV into her videos.  There are other great programs out there but women (and some men) are drawn to her program for its fun dance element, inspirational “I can” attitude, and her sassy voice both on and off screen.

 

 

Danny Iny - down to earth guy that breaks up complex marketing into bite size steps
Danny Iny – is a down to earth, common guy that shares his life openly in his posts and resources on successful online marketing for the beginner.  His draw is in his non-slick, step-by-step approach where you really feel like he is rooting for and believes in you.

 

Who Are You?

Take a moment to ask yourself if you have held back in any way because it has been engrained in you to do things the ‘proper’ way.  If your answer is ‘yes’, time to step out and let the world get to know the brilliant you.

What about you can breathe life and sparkle into your website about page, blog posts, marketing pieces, voicemail and more?  Is it some fun personality quirk like a witty humor, southern belle charm, or zippy one-liners that catch people off guard?

It could be a passion for your dogs, eating chocolate (that’s me), or obsession with magic.  Find at least one and maybe two or three unique characteristics of you that are personal but not private that you are willing to share with the world so they get to know you which leads to liking you.  It can be as simple as taking the high-road consistently, a serious Scrabble player, compassion for children everywhere,  or celebration of being a present day geek.

Goal All Along

The aim here is to be genuine in attracting people to you so they follow you.  Over time they will get to know, like and trust you.  Once someone knows-likes-trusts you, then they are ready to buy from you.

This is part of the process of building a community, attracting people that believe in what you do, building a lasting relationship with people that are in harmony with you.

This coming week as you go throughout all your daily activities – let your personality shine through loud and clear to attract more clients.

 

Best Online Weapon Exposed!

I love spy shows.  James Bond movies are thoroughly entertaining with all their gadgets and adrenaline pumping scenes.

The goal of James Bond movies is to catch the bad guys while using an array of fun and surprising gadgets with the occasional display of gun powder.

James Bond is British Intelligence's secret weapon, email is online secret weaponIf we are talking about a business that is online, the goal is to create relationships.  You may be saying, no, the goal is to sell a product or service.  Agreed, but better than this is cultivating a relationship.

Building Know-Like-Trust

Before successful selling of a product or service can occur you have to build  know-like-trust.  And then after selling, you still want know-like-trust.  Most online gurus will tell you that the truly successful businesses do not aim for one sale but for multiple sales from a customer.  Some times this is referred to as a lifetime customer.

How can you build know-like-trust before and after the sale online?  Sounds like it involves a lot of time and money.  Yes, there is time involved but not as much as you may be envisioning and money, none beyond the website.

Secret Weapon

The secret weapon for British Intelligence is James Bond in the Bond movies.  He captures the bad guy every time in the so far 23 movies.

The best way to capture know-like-trust of your online audience is through email.  You may be thinking, it can’t be that simple.  Pretty much yes.

The big picture is you attract people to sign-up for your email list by thinking like them and offering something that can’t refuse – a report or video  or recorded webinar that shows them how to get results on a problem they have been struggling with.  You send them an email with a link to your offering but this is only the beginning.  You immediately start to send them an email with no promotion, but reaching out to them on a personal level, offering to help.  Then a couple days later you share a bit about yourself that shows your humanness – some call if vulnerability.  Nothing long or detailed but has your voice, your brand in it.  Along the way you also share some other valuable tips and resources that help them more with their struggles.

After two weeks of this process of personal, short and branded emails you then introduce your offer for your product or service if they want to solve more of their stuggles.  For the prior two weeks you have built up know-like-trust so you can guess their answer – in most cases yes.  The conversion rate into a sale with this process is 60% and more.  The term for this online relationship building process is email relationship marketing.

Business Model

There is no mind game involved, it is old fashioned helping, helping, helping and then asking for a favor in the form of a sale.  Sound familiar?  Yes, this is also called the NPR (National Public Radio) model where they offer free, high qualify radio programming and then a couple times a year run pledge drives to cover the costs of the broadcasts.  Die-hard listeners are happy at this point to contribute monetarily as they received a huge amount of benefit from the free programming.

Remember, before and after the sale.  So after the sale you continue to connect with them with personal, branded and valuable emails.  The focus on relationships building and strengthening in this model is critical.  Does this work?  Is it worth the time?  Here are some businesses that are extremely successful with this model: Copyblogger, Guest Blogging with Jon Morrow, Johnny B. Truant, Mari Smith, Firepole Marketing

Here is a really tough question for you? Which of the Bond movies was your favorite? Mine – For Your Eyes Only with Roger Moore as James Bond.