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Niche Marketing advice

Discussion in 'Business & Tax Advice' started by dizz, Aug 5, 2009.

  1. dizz

    dizz Elite Member

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    Hello one and hello all,

    Today's lesson involve niche marketing. I am certain that if you put in your niche into some blanks or spaces, you may or may not find something useful. See, I am not guaranteeing anything, but it may sound like it... This is just advice, take it for what you will. Have fun and make sure to alter it for your needs because everyone's needs are different. But I will still try to be as specific as possible. Let us know what you think about what we have worked on and put up here, regardless if it is dislike or like.... Oh and there is enough material to hopefully keep you pondering for days.
     
  2. dizz

    dizz Elite Member

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    [FONT=arial, Arial, Helvetica] 1. What is a niche? [/FONT]
    [FONT=arial, Arial, Helvetica]A niche fills an unmet customer need. Niches are at the heart of every successful industry, business, product, or service. [/FONT]
    [FONT=arial, Arial, Helvetica]Niche marketing is the opposite of mass (general) marketing. It targets specific people with specialized needs. [/FONT]
    [FONT=arial, Arial, Helvetica]Niches are what build industries, businesses, and jobs. [/FONT]
    [FONT=arial, Arial, Helvetica]Having a niche is the only way to eliminate direct competition. [/FONT]
    [FONT=arial, Arial, Helvetica] 2. Why are niches so important? [/FONT]
    [FONT=arial, Arial, Helvetica]Niches provide specific customer needs that have been ignored, overlooked, or neglected by others. [/FONT]
    [FONT=arial, Arial, Helvetica]The ability to create a niche is the quickest way to financial success. [/FONT]
    [FONT=arial, Arial, Helvetica]A niche levels the playing field - if you have little money, zero connections, or no experience. [/FONT]
    [FONT=arial, Arial, Helvetica]The highest paying skills are the ones that focus on a niche segment of their market, rather than the mass (general) market. People who specialize are paid the most. [/FONT]
    [FONT=arial, Arial, Helvetica] 3. How Can I Out-Niche My Competition? [/FONT]
    [FONT=arial, Arial, Helvetica]Make it more convenient for your customers, by learning how to creating a niche. Then you'll soon make it more inconvenient for your competitors to compete with you. Don't just wait to find a niche, create one! That's the key. [/FONT]
    [FONT=arial, Arial, Helvetica]There are always prospective customers that you or your competitors have never seen. The first one to create a niche that appeals to them - will win them. [/FONT]
    [FONT=arial, Arial, Helvetica]Increased profits are waiting for the person or business that can create the next niche in their chosen industry. [/FONT]
    [FONT=arial, Arial, Helvetica]People want products and services that cater more to their personal needs. The person or business that can be the first to cater to these specific niches (needs) will win this new breed of customer. [/FONT]
    [FONT=arial, Arial, Helvetica]Focus on what new, specific niche you can fill or improve on, that others won't, can't or haven't filled yet. This could fling you ahead of your competition before they know what hit them. [/FONT]
    [FONT=arial, Arial, Helvetica] 4. How Can I Use Niches To My Benefit? [/FONT]
    [FONT=arial, Arial, Helvetica]You can benefit by focusing on smaller (specialized) segments of your industry. This is niche marketing at its best. Take the bow and arrow approach, not the shotgun. [/FONT]
    [FONT=arial, Arial, Helvetica]Remember, your competitors are constantly looking for ways to steal your customers, by appealing to the special needs you're not filling. You priority should be to find or create the niche first - and steal theirs. [/FONT]
    [FONT=arial, Arial, Helvetica]Avoid trying to be all things to all people; this carries the most risk. The key is to "specialize." Create a niche-and grow rich. Specialization (a niche) in all fields of endeavor earns the most, including the business you're in. [/FONT]
    [FONT=arial, Arial, Helvetica] 5. What's The Easiest Way I Can Create A Niche? [/FONT]
    [FONT=arial, Arial, Helvetica]Listen to people's problems, complaints, and irritations. They're signs of niche opportunities. [/FONT]
    [FONT=arial, Arial, Helvetica]Does creating unique market niches involve huge cost? No. But it does involve focused attention to your customers spoken and unspoken needs, problems and complaints. [/FONT]
    [FONT=arial, Arial, Helvetica]Get in the habit of listening to customer problems and complaints about your product or service. These complaints and problems are your golden seeds of opportunity for creating niches - if you know how to work them. [/FONT]
    [FONT=arial, Arial, Helvetica]Potential niches are everywhere; it often takes a customer complaint to make a specific niche come alive in your mind. Take the time to think about the power of a niche, you'll suddenly find yourself creating more each day. [/FONT]
     
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  3. dizz

    dizz Elite Member

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    If you don't find a niche market for the product or service you offer, you will have a difficult time being successful. Most newcomers who wish to do business on the Internet often market to everyone they can find with the expectation that everyone will do business with them. This is the same as throwing mud against the wall and hoping some of it will stick. They have not yet found their niche market.
    What is niche marketing?
    A niche market is composed of individuals and businesses that have similar interests and needs, which can be readily identified and that can be easily targeted and reached.
    Finding a niche for your business means finding a great product or service for a highly targeted audience.
    Here's the process to find your niche business
    1. Find a niche product or service you are passionate about. This will greatly improve your chances of being successful. Why? Because it's the only way you're going to be able to devote the kind of time and effort to create a meaningful web site, build up the right traffic, generate worthwhile income, and enjoy what you're doing.
    2. Choose a niche product you are knowledgeable about. Reflect on what skills, hobbies or products you know the most about. If you don't have the knowledge yet, then choose a niche product that you would love to promote, then spend the necessary time to research it, so you can eventually become an expert in your marketing field.
    3. Define your niche market - do the necessary research to see if there is a market for your niche product. To create a profitable business for your niche product, you need to ask yourself these questions:
    a) Is there sufficient demand for it? - if you choose a field that is too broad it may be hard to stand out from the competition. For example, camping equipment could be your niche product. Well, unless you are a large corporation such as Sports Authority (a large retail store in my town), you won't stand out from the crowd. However, a more highly targeted niche product could be Coleman Camping Equipment.
    b) Keyword research - use keyword tools such as the overture suggestion tool (http://inventory.overture.com/d/searchinventory/suggestion) or wordtracker (wordtracker.com) to find how many people are searching each month on keywords related to your niche product.
    Here's an example:
    According to overture (at the time of writing this article), the keyword phrase "camping equipment" was searched 76164 times in one month. If you do a search on Google.com for camping equipment you will find 1,610,000 web sites show up - heck, that's too competitive.
    However "coleman camping equipment" generated 1242 searches in one month according to overture. Google.com shows 93,200 competing websites. That's much better though still somewhat competitive.
    Tip: Notice there are not many web sites (even the top ones), that have "coleman camping equipment" in their titles. This is just one of the ways to obtain a high ranking on the search engines for your newly targeted web site. This will then provide lots of targeted traffic to your site.
    c) Take a survey - you may already have products or services that you selling to your customers. If so, ask questions within your survey about what product or service would help your customers business. If it can help them save time by gaining more knowledge or automating tasks, you could have a winner.
    d) Create Your Own Unique Selling Position (USP) - study your competition to find out what they emphasize about the product which makes them stand out from the crowd. Then decide on something that will make your business unique from the others. It could be something unique about the product (ie discount coleman camping equipment) or you could choose a more highly defined target market (ie boyscout organizations and clubs throughout the USA that use coleman's camping equipment).
    4. Build and promote your web site - to develop a profitable web site for your niche product you need to create a number of informative pages that will not only attract visitors from the search engines, but inform and move them to purchase from your site.
    Niche marketing is the key to developing a profitable business that will make you stand out from the crowd. By doing the necessary research and building an informative web site, you will become an expert in your niche marketing field.

    [FONT=Arial, Arial, Helvetica] [/FONT]
     
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    Last edited: Aug 5, 2009
  4. dizz

    dizz Elite Member

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    [FONT=arial, Arial, Helvetica]
    [FONT=Arial, Arial, Helvetica]In [FONT=Arial, Arial, Helvetica]today's hypercompetitive marketplace, long gone are the days of mere prospecting and crafty (and often misleading) sales tactics using 1,001 approaches to "close the deal." Due to the information revolution, prospects are now more informed, more educated, and incredibly more sophisticated than ever before. Using a plethora of techniques such as these are no longer effective -- or in the very least, they are not as effective as they used to be.
    [/FONT]
    [/FONT]​
    [FONT=Arial, Arial, Helvetica]Let's face it. People can no longer be "sold" let alone tricked. With information at their fingertips (such as with the Internet), they can find out almost anything in a matter of seconds. However and unfortunately, there are many companies still training their salespeople to use these outdated approaches. Prospects not only see them coming but they also consider such techniques to be insulting. I do say "outdated" because, in our knowledge based economy, more and more sales tactics are being frowned upon with each passing day.
    [/FONT]
    [FONT=Arial, Arial, Helvetica]Like direct mail marketing (now considered more as "junk mail"), telemarketing and unsolicited commercial email (also known as "spamming"), more and more prospecting methods are slowly being added to the list of taboos. Trying to find and sell clients is sadly becoming an increasingly difficult endeavor[/FONT][FONT=Arial, Arial, Helvetica].[/FONT] [FONT=Arial, Arial, Helvetica] Therefore, what is a better, more effective, and certainly more "politically correct" approach to generate good quality prospects? In essence, a solution to this dilemma is to generate leads (not clients) that are already pre-qualified and pre-sold, even before prospects are marketed to.
    [/FONT]
    [FONT=Arial, Arial, Helvetica]Find More With Less[/FONT]
    [FONT=Arial, Arial, Helvetica]The first rule in pre-qualifying prospects is to specialize. The most common mistake newcomers to any field of business make is to think that by expanding their portfolio they will secure more business. Nothing can be further from the truth. Specializing and narrowing one's focus as much as possible will paradoxically increase the likelihood of getting more business.

    [FONT=Arial, Arial, Helvetica]Specialization is in itself a fundamental marketing process. It's amazingly effective in creating "top-of-mind" awareness among a specific target market. For instance, an accountant specializing in car dealerships will get more business than a general accountant will. An advertising consultant specializing in print media for home furnishing stores will get more business than a typical advertising agent will. A photographer specializing in weddings will get more business than a regular photographer will. And the list goes on and on.
    [/FONT]
    [FONT=Arial, Arial, Helvetica]Over the years, specialization has been referred to as "niche" marketing. As more and more businesses get started (and the more inundated with marketing messages our society becomes), the less time, energy, and money people will have to spend in making choices for those with whom they will choose to do business. Specialization helps to solve that problem.
    [/FONT]
    [FONT=Arial, Arial, Helvetica]Let's say that you're thinking of referring clients to one of two car salespeople. One of them is a typical salesperson while the other specializes in first time car buyers (e.g., students, young drivers, newlyweds, late bloomers, etc). The latter offers special creative financing methods for those new to credit, additional car-specific driver training information for new drivers, and rate comparison charts that suggest insurance companies with the lowest possible rates for newly licensed drivers. Now, to whom do you think you will refer more people (and do so in an instant)? This is the power of narrowing your focus.
    [/FONT]
    [/FONT][FONT=Arial, Arial, Helvetica]Be an Expert
    [/FONT]
    [FONT=Arial, Arial, Helvetica]Consumers will choose when they have a choice presented to them to go to a business that specializes in a unique area in which they have a need. Think of a laser, which is basically a beam of highly concentrated light. You want to focus like a laser on your niche and, when you do, you will as a result burn you, your business, and your product into your prospects' minds.

    [FONT=Arial, Arial, Helvetica]Specialization casts an aura of superiority and exclusivity. When you deal with a specialist, you will automatically assume that this person has greater expertise, has greater knowledge about the field, and offers greater service since, by catering to a unique market, it implies that he or she will have a better understanding of your situation, needs, and concerns.
    [/FONT]
    [FONT=Arial, Arial, Helvetica]Additionally, niche marketers generate far more serious prospects than general, curious ones. Specialization is the wave of the future. And the greater the competition will become, the greater the need for more specialists. For example, why do you think there is a trend in specialty stores these days? They are popping up everywhere! Today, there are stores selling only dry foods in bulk. There are vitamin and food supplement stores. There are electronics stores. There are toy stores. There are candle stores. There are even mothers-to-be and baby clothing stores!
    [/FONT]
    [FONT=Arial, Arial, Helvetica]The need to specialize is obvious. With the media storming you with information and with your very limited time to be able to shop around for the best product from the best company at the best price, you will more than likely go the store that pops into your mind and do so only when the need presents itself. For instance, you can buy a toaster from a department store, a home furnishings store, a kitchenware store, an appliance store, a grocery store, and a drugstore -- even a bank! Heck, if there were a store specializing only in toasters, you'd probably go there first. So ideally, your job is to find your niche and to narrow it down as much as possible.
    [/FONT]
    [/FONT][FONT=Arial, Arial, Helvetica]Become a Celebrity[/FONT]
    [FONT=Arial, Arial, Helvetica]You want to be the leader in your category or in your unique area of expertise. By doing so, free publicity will flow to you quite easily. Non-traditional mediums will seek you out. Specialized publications, strategic marketing alliances, and community television stations are wonderful mediums through which you can get the word out effectively at little or no cost.

    [FONT=Arial, Arial, Helvetica]For instance, I once met a computer consultant who ran his own show for free on cable television -- yes, free! As a programmer specializing in financial institutions, he hosted a show during which he interviewed guests ranging from bankers and corporate executives looking to hire computer consultants, to other consultants in areas similar to his own.
    [/FONT]
    [FONT=Arial, Arial, Helvetica]He also took calls on the show, had his phone number displayed at the bottom of the screen at all times, and had an question-and-answer format where people watching the show had the ability to ask questions to which he (or his guests) would answer directly on the air. The show was not meant to advertise him directly but meant as a public service gesture.
    [/FONT]
    [FONT=Arial, Arial, Helvetica]Publicity is remarkably different than advertising. It is far more credible and believable. And there are many ways to get publicity out there, let alone free publicity. In a hypercompetitive marketplace, specializing causes people, other mediums, as well as other companies (looking to refer clients or to form strategic marketing alliances) to seek you out. Your goal is to become known as an expert in your field. If you have narrowed your focus to a very specific, highly specialized field, publicity will come easy to you. The media (and particularly those that are specialized as well) love to hear from people who are uniquely qualified. I know as I used to work in and with the media.
    [/FONT]
    [/FONT][FONT=Arial, Arial, Helvetica]Get Out and About[/FONT]
    [FONT=Arial, Arial, Helvetica]Do you write articles for your local newspaper or in the very least in the op-ed section? Do you send out news releases to all the TV, newspaper and radio stations in your area? Do you offer free seminars during fundraisers for non-profit organizations regarding your area of expertise? Do you offer to speak at luncheons, clubs and organizations such as the Rotary? Do you offer free services to charities or sponsor community projects? As you can see, the list goes on. There exists a multitude of publicity opportunities out there and I encourage you to vigorously seek them out.

    [FONT=Arial, Arial, Helvetica]A hair transplant doctor I know sent out news releases to all the TV stations and offered to perform a hair transplant live on the air as part of a suggested medical documentary. With the consent of the patient, cameramen taped a live surgical procedure where the doctor continually answered questions asked by the reporter. The doctor's name and his phone number were frequently mentioned, and the piece aired during that station's regularly televised newscast at dinner time. The segment only lasted 15 minutes.
    [/FONT]
    [FONT=Arial, Arial, Helvetica]Nevertheless, not only did it cause his practice to get flooded with calls, but the doctor also had a bright idea to obtain the permission to mass-copy the televised report on videotapes. He mailed them as part of his information package to potential patients and referral-sources, and even digitized them so that people may view the procedure online while visiting his website.
    [/FONT]
    [FONT=Arial, Arial, Helvetica]I know of an insurance agent who decided to specialize in life insurance new families. His company didn't require it of him but he decided on his own to develop an expertise in this area. You'll often find him at bridal fairs, home buyers seminars, home furnishing stores, home shows, banks, mortgage and lending institutions, car dealerships, toy stores, and so on. Now, for a typical insurance agent to do this kind of stuff may or may not be a waste of time. But how much more effective will he be if he promotes himself at those special events or locations as an agent strictly catering to new couples and families?
    [/FONT]
    [/FONT][FONT=Arial, Arial, Helvetica]The Write Way[/FONT]
    [FONT=Arial, Arial, Helvetica]Write articles based on your unique expertise. Send query letters to publications for an article you wish to contribute. A query letter is one in which you address the editor and propose a topic for an interesting article you wish to write. Make sure that the headline of your query grabs their attention and makes them want to read it. Make your article somehow related to a free report you have to offer. Give them a brief outline of your article along with a summary of your free report as a sort of "tickler."

    [FONT=Arial, Arial, Helvetica]Send the same query letter to as many newspapers as you can, especially specialized publications read by your target market. Of course, don't limit your efforts to newspapers and magazines. There are also newsletters from other companies, news and discussion groups, bulletin boards, electronic newsletters from other organizations, trade associations, trade publications, web sites with online article archives, news shows, and most important publications from strategic marketing alliances.
    [/FONT]
    [FONT=Arial, Arial, Helvetica]Don't forget to include in your query letter that you're not looking for any compensation -- at least, not for now -- but ask if you can add a byline at the end of your article. A byline is a small bio or resource box showcasing the author and how he or she can be reached. It's also a good way to generate leads by offering your free report.[/FONT]
    [/FONT][/FONT]
     
  5. dizz

    dizz Elite Member

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    [FONT=arial, Arial, Helvetica]People have a basic need to feel safe. It's a fact, people will fight harder, work more hours and take action quicker to protect what they have, than they will to gain more. [/FONT]
    [FONT=arial, Arial, Helvetica]People hate to lose what they've worked so hard to gain. This article will show you how to carve out a niche - by adding the safety factor to your product or service. [/FONT]
    [FONT=arial, Arial, Helvetica]People are concerned with safety, because without it quick losses can happen. Many years of work could be wiped out in seconds to those who neglect the vital principle of safety. [/FONT]
    [FONT=arial, Arial, Helvetica]We're worried about the safety of our finances, how to protect them in shaky markets, rising cost, and from fast talking salespeople. [/FONT]
    [FONT=arial, Arial, Helvetica]Yes, the vital need for more safety is a daily need that never goes away. If you can show others how your product or service can add safety to their life, you'd have a powerful niche. Don't you agree? [/FONT]
    [FONT=arial, Arial, Helvetica]People will pay extra for the feeling of security, it's a basic human need we all have. This article will show you ways to use your product or service to appeal to the need for safety we all crave. [/FONT]
    [FONT=arial, Arial, Helvetica]If you don't have a product or service, the goal of this article is to stimulate you to find a niche product or service that caters to peoples need for safety. [/FONT]
    [FONT=arial, Arial, Helvetica]No matter what product or service you have, this article will show you how to use the principle of safety to sell more of your product or service. [/FONT]
    [FONT=arial, Arial, Helvetica]Whatever you can do to make your potential customers feel more secure, however small, will be a major plus in growing your profits. [/FONT]
    [FONT=arial, Arial, Helvetica]People hate to experience loss, be ripped off, or waste money. Each day try to think of little ways you can help people achieve the above goals with your product or service. [/FONT]
    [FONT=arial, Arial, Helvetica]Helping people feel more safe and secure has a direct financial benefit we can all quickly see. [/FONT]
    [FONT=arial, Arial, Helvetica]Always be on the look out for how you can give your customers more safety, many will reward you with more business. [/FONT]
    [FONT=arial, Arial, Helvetica]Features exist within your product or service that can give your customers that extra sense of security. It could be found in a host of things - such as your money back guarantee, your fanatical customer service, or quick response to customer questions or problems. [/FONT]
    [FONT=arial, Arial, Helvetica]Your customers want to feel you'll be just as concerned about their happiness after you get their money - as you were before you got it. Think about it, don't you feel that way when you buy something? So, try to emphasize things that will give your customers that feeling of security they're always looking for it. [/FONT]
    [FONT=arial, Arial, Helvetica]Working to create risk reducing features and benefits in your product or service will be time wisely invested. It will give you the niche people are always seeking. [/FONT]
    [FONT=arial, Arial, Helvetica]If you're not coming up with ideas to lower your customer's risk, you're opening yourself for your competitors to steal them from you. [/FONT]
    [FONT=arial, Arial, Helvetica]People don't want to be hurt, ignored, swindled, abandoned, or regretful. It's your job to create product and service niches that help reduce the above risk. You'll often be rewarded with customer loyalty, referrals, and profits. [/FONT]
    [FONT=arial, Arial, Helvetica]Do you have a product, service, or offer that will help people protect, preserve, or conserve what they already have? Then you have a huge market of people waiting to do business with you now! [/FONT]
    [FONT=arial, Arial, Helvetica]Everyone wants to protect his or her time. Can your product, service, or offer help your customer protect and conserve their time? Everyone wants to preserve their money, protect their family, conserve their resources, and hundreds of other things. [/FONT]
    [FONT=arial, Arial, Helvetica]Can your product or service help your customer avoid loss in any shape, form, or fashion? Then play it up and watch your sales increase. Make a feature of your product, service, or offer safer than your competitors and they may find your safety niche hard to beat. [/FONT]
     
  6. dizz

    dizz Elite Member

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    [FONT=arial, Arial, Helvetica]If your web-based business solves a specific problem, then your chances of online success are good -- this is not a facetious statement because you'd be surprised to know how many businesses go online with no clear objective whatsoever. But in order to increase those chances, an immensely important step in marketing effectively online is required -- targeting. [/FONT]
    [FONT=arial, Arial, Helvetica]This is where many marketers fail, for they are trying to be "all things to all people." Their web site may offer a product that solves a specific problem. And unquestionably, the marketplace -- and the potential -- on the Internet is huge. But it is also for this very reason that general offers either get easily drowned in this boundless electronic ocean or fail to capture the netizen's attention due to the vagueness of the offering's nature. [/FONT]
    [FONT=arial, Arial, Helvetica]Since the marketplace is so vast, attention span so short and competition so enormous, there is no better place for market targeting than on the Internet. Today's rapidly changing, technology-driven marketplace mandates a sharper marketing aim. If your business doesn't have one, you're going to either have a really tough time or require a huge marketing budget. [/FONT]
    [FONT=arial, Arial, Helvetica]Therefore, try to discover the demographics as well as the psychographics of your niche -- your niche being your core, largest or most profitable market. If you don't have a narrowly defined market, then identify it or isolate one. And once you've defined it, it will then be easier for you to market your offer in front of an audience that will most likely be genuinely interested in it. Otherwise, without one you'll be merely shooting blanks. [/FONT]
    [FONT=arial, Arial, Helvetica]Demographics are the basic qualities and characteristics of your market. They include age, gender, culture, employment, industry, income level, marital status, location and so on. For example, does your product cater uniquely to women? Is it more appealing to a specific industry? Does your product complement another type of product? Is your market mostly made up of French Canadians? In other words, who buys from you specifically? [/FONT]
    [FONT=arial, Arial, Helvetica]If you were to answer that last question with "everyone," then you are falling in the "all things to all people" trap mentioned earlier. Avoid it as much as you can. But if you do cater to a diverse market, then the trick is to find out who buys from you the most or the most often. Above all, ask yourself this all-important question: Who is my perfect customer? [/FONT]
    [FONT=arial, Arial, Helvetica]On the other hand, psychographics consist of the emotional and behavioral qualities of your target market. They include emotions, rationales, buying histories, psychology and thought processes behind the decision to buy your product. For example, they include your customers' interests, associations to which they belong, previous purchases they've made, other similar or related products they've consumed, activities in which they're engaged, the length of time they remained with a particular company in the past, and so on. [/FONT]
    [FONT=arial, Arial, Helvetica]Stated differently, demographics define the qualities of those people who may *need* your product, while psychographics are the qualities of those who may not only need but also *want* your product. Before you target your market, profile your customer -- your perfect customer. You can start by conducting some marketing research among your current client base, potential clients and clients of other similar products or companies. But never underestimate the gold mine that can be found in your own backyard -- your clients. [/FONT]
    [FONT=arial, Arial, Helvetica]In order to illustrate the difference between demographics and psychographics, let's look at cosmetic surgeons and particularly hair transplant doctors. Hair restoration caters typically to men who have experienced hair loss and are able to afford such an operation. In other words, men and bald men specifically are potential patients because they may need more hair. [/FONT]
    [FONT=arial, Arial, Helvetica]But psychographics on the other hand go a little further. In this example, they are comprised of men who not only need more hair but also want more hair. This is important since not all of them do -- it's a matter of personal priorities, just as the type of clothing one chooses to wear. If you think about it, would you consider all bald men as potential clients? Hopefully not. [/FONT]
    [FONT=arial, Arial, Helvetica]Therefore, in order to target this specific market as precisely as possible and thus generate higher quality leads, doctors must take their patients' psychographic profile into account. Elements include their lifestyle, their interests, the type of industry in which they work (since certain industries are more image-related) as well as their previous buying habits (such as men who have already invested in other forms of hair replacement solutions). [/FONT]
    [FONT=arial, Arial, Helvetica]Once done, they can easily find places on the web where this perfect customer hangs out. They fish where the fish swim. For example, there are web sites and even "vortals," which are niche-based portals, catering to bald men seeking a hair loss solution (like regrowth.com). There are even discussion lists and ezines whose subscribers consist of people suffering from thinning hair. And of course, the list goes on. [/FONT]
    [FONT=arial, Arial, Helvetica]Nevertheless, keep in mind that less is more. Narrow your focus to a specific niche and, paradoxically, you will broaden your sales. Arm yourself with as much information as possible about your perfect customer, and then target *that* customer more than any other. While you can't be everything to everyone, you shouldn't be targeting everyone for everything. [/FONT]
     
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  7. dizz

    dizz Elite Member

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    Texas
    [FONT=arial, Arial, Helvetica]
    When making a purchasing decision, people have their "rip off radars" on high beam. They're wary and so they should be -- after all, they're about to spend money so they want to be sure they're not going to get ripped off, AND they want to be sure they're going to get the absolute best return on their advertising dollar.
    Anyone can claim something generates great results. And they often do.
    Here are some ways to dissolve skepticism and prove your claims:
    Testimonials
    You can never underestimate the power of testimonials. Testimonials will add enormous power to your copy. Because a 'real' third person is backing you up, your claims have much more credibility. The best testimonials to use are ones that tell about specific results a client has achieved. eg.
    "Our turnover has more than DOUBLED in the last financial year, during a recession and much of that has been due to your great service."
    "I lost 30 pounds in just 6 weeks and it was so easy"
    Test Results
    Prove to your prospects that your product or service really works by including any test results that prove that or position you above your competitors. Make sure that they are independent tests so they are seen as being reliable. Statistics can also work wonders in backing up your claims.
    Money Back Guarantee
    When prospects are deciding between companies and between products there is always a conscious or subconscious fear in the back of their minds... a fear that they are going to be ripped off, or the product isn't going to live up to its promises. After all, your prospect is about to hand over money so he/she wants to make sure it is money well spent.
    There are many ways (including the ones mentioned in previous sections) to prove to your customers the reliability and quality of your service or product but none of them compare to offering a guarantee.
    If you offer a powerful money back guarantee, you are showing your prospect that you are willing to stand behind your product. You are willing to put your money where your mouth is. You are willing to risk a refund because you believe in the product so much.
    You've probably seen some businesses using a half hearted approach at offering guarantees. These simply don't work. eg. Personal service guaranteed. A guarantee is useless unless you offer a refund or replacement as a result of not living up to that guarantee. You need to state these terms in your guarantee.
    Case Studies
    Give an example of a before and after situation relating to one of your clients. This helps build credibility and it also helps your reader picture themselves owning the product.
    Comparison Chart
    If the features and benefits of your product are proven to be better than that of your competitors, use a comparison chart which illustrates this.
    Your Sales **************
    So you're about to meet with a prospective client to sell them your products or services. You're fairly clear on what to say to them to excite them about doing business with you but unless you're in a position to ensure that they sign up on the spot or if there are the minute they leave your premises.
    If your prospective client needs to go back and think about your proposition and/or if there's another decision maker involved, it's very important that you leave them with something that will ensure they stay excited about using your services. Not only that, it's also important that the information they take away helps handle any objections they may have.
    [/FONT]
    [FONT=arial, Arial, Helvetica]Professional looking corporate profile which gives details of your company history, your products and services and most importantly, the benefits of doing business with you. The more professional this document looks, the more professional your company will look in the eyes of your prospect.[/FONT]​

    [FONT=arial, Arial, Helvetica]What clients say ... a list of testimonials with punchy headlines (the more the better)[/FONT]​

    [FONT=arial, Arial, Helvetica]Imagine getting results like these - a sharp list of results you've achieved for clients (a paragraph or two on each one)[/FONT]​

    [FONT=arial, Arial, Helvetica]Client Success Stories - This is a more comprehensive case study document which gives a before and after picture.[/FONT]​

    [FONT=arial, Arial, Helvetica]Quality color copies of any press coverage you have received.[/FONT]​

    [FONT=arial, Arial, Helvetica]Frequently asked questions document which addresses the most common objections or fears felt by prospects[/FONT]​
     
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    Last edited: Aug 5, 2009
  8. onetoo3com

    onetoo3com Registered Member

    Joined:
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    Dizzspaceteam, I'm going to read it again. Those words you chose have changed my way of thinking. I thought I was a good salesman, and I was one of the best, but I am still set in my ways from over 20 years ago. Now I have to change dramatically or fail miserabley. A choice I have to make, and with this from you I hope to understand more about IM and be succesful in IM. Once again another great deal of information from Dizzspaceteam. Thank you very much.