If you’re really good at doing this, then you’ll find a way of contacting the people who received your flier or initial message, and discover if they have any need of your services. But it is a bit hit and miss, to put it mildly.
But what to do – at least doing this is doing some marketing, a lot better than none. Well, that’s perhaps true. But better, and more easily available in these days of the internet, is determining an easily identifiable ‘niche’ market.
Yes, it’s a marketing term, but niche basically refers to a section of people whom you know have the kind of problem that you are really good at solving.
Here are some examples:
- Broad Market
- Cleaning Services
- Life Coaching
- Business Consultancy
- Niche within this
- Paediatric Chiropractic
- Curtain Cleaning
- Relationship Coaching
- Sports Massage
- Sales Specialist
- Addiction Specialist
Why is it a good idea to have a niche at all?
Particularly in the areas of trades and professions, people tend to want a specialist. Think about it, if you have something wrong with your central heating, you don’t just want any old plumber, it has to be someone who knows about central heaters. Or if you are suffering from a frozen shoulder, and could choose from a number of osteopaths, wouldn’t you choose someone who has had success in treating frozen shoulders? There might of course be other reasons you would choose one service over another, but from the point of view of wanting a specialist, identifying yourself as the person who can solve a particular problem really works.
It also makes it easier for you to find your prospective customers. If you specialize in selling artwork to businesses, as opposed to anyone, then you can really focus on what your targeted businesses might want, and meet that need.
If you specialize in offering courses in how to make cold calls, instead of just helping people to sell, then you’ll be marketing to companies that need to make cold calls. And of course, you can always add on at product or service to a niche at a later date.
Another reason to specialize is that you’ll become known as the expert in that area; and indeed you might tailor your own continued training in that specific area. This all helps you stand out from the crowd; and as a result you might set higher fees, to reflect the fact you are the expert.
Your marketing costs are likely to be reduced as you’ll be able to focus your marketing, and measure it, in ways that were impossible before.
You’ll be more likely to get better results as you perfect your skills in one area, and that of course feeds back into the marketplace, and more customers come your way.
However, by far the most common argument I hear against this way of identifying yourself is that you like variety, and to work with a whole lot of different people or symptoms or problems. You might even have used the phrase “my work benefits everyone.”
It may well be true, but just because you are focusing your marketing on a particular niche doesn’t mean to say you don’t work with anyone else who comes along – of course you do.
The trouble with saying ‘my work benefits everyone’ is that it makes it more difficult for you to reach anyone at all. It’s so general that members of the public out there may not notice what you can do for them, as you don’t stand out. And standing out is what niche marketing is all about.
However, there is one final, and crucial bit in all this. If you only select a niche because you think it’s a good idea and it’ll bring in more custom, then you will be limiting yourself, even if you do have customers.
Because if your heart isn’t behind what you are choosing, then you’ve cut yourself off from a source of incredible energy that can really help make your marketing easy.
So, stop right now; be still; and ask yourself this question:
“What does my heart really want to do with this information? Is there any step that needs to be taken?”
Be willing to allow yourself to hear an answer from another part of you, and commit to acting on that. Post below if you want to share it with us!