When I think about niche marketing I am as hesitant as the next person to eliminate any potential customers BUT it is totally necessary! If you try and please everyone, you will ultimately please no one and will have a hard time succeeding. So, what causes me to make that terribly bold statement?
Yesterday I was at a networking group with a copywriter who had just visited our group for the first time. She asked if she could bounce one of her products off of us and we said of course! She then proceeded to say that she was offering to review any communications that we would send out including emails, blog posts and marketing materials, making sure that they were grammatically and visually correct. Huh. Well anyone who reads this blog knows that is NOT a top priority for me…sigh. Just the other day I sent out a message that said my Free Website Class was being held on February 32nd.
Now don't get me wrong! I am as driven to provide great information and content as the next gal, BUT being perfect all of the time is not one of my main goals. That having been said, Joy (my friend the Denver Bookkeeper) sitting next to me was thrilled that someone would help her make sure that everything went out right. Gotta say, I WANT my bookkeeper or my accountant or my lawyer to have a higher level of persnickity-ness about their communications than my marketer or my hairdresser.
I work on volume and if I had to have someone review every one of the 100's of blog posts or articles or emails I do a year, my reach would go down and I would not have the level of success I enjoy now. That having been said, she could definitely have a great client base if she were to focus on providing service for people who ARE worried about doing things perfectly. Joy would be a great client, a doctor would be a great client, anyone who is in a professional industry probably shares some of that same fear of sending out a “bad” communication!
Yet still she tried to convince me that I was wrong and that I should be more concerned.
You CAN NOT convince someone to buy your product or service without A LOT work. She would do better to focus on providing great products and services to a smaller group of people who are receptive to hearing her message. This is niche marketing at its finest!
Now I am not picking on the new copywriter only…I talk to a lot of realtors every month and the first thing I ask them is who they work with – buyers or sellers, condo owners or single family homeowners, first time homebuyers or move up buyers. Invariably, most of them say ANYONE! Anyone who can fog a mirror is a potential client. ARGGGG. If they would just make a stand and concentrate on some kind of niche, they could do so much more and achieve even more success.
My niche market is working with small business owners, entrepreneurs and realtors on their marketing needs. I know FOR SURE who my target market is, so reaching them becomes easier than if I said that ANY company in the world is my potential prospect.
Please do not feel that choosing a niche eliminates anyone else. I do work with larger companies which have a more entrepreneurial spirit or who have a real connection to who I am or what I do BUT that is my choice. Day to day I am blessed to work with dynamic, interesting and sometimes chaotic entrepreneurial souls who are making a difference in the world!