I've always said, the riches are in the niches with a limited understanding of what I meant, until recently. For the last few months, I've been reinventing my marketing plan, developing and implementing an information marketing system for my Mortgage Advisor practice and Automatic Appointments. My most profound revelation came when I started defining my message and service delivery systems. The first step I took to defining my core marketing message was to define my TARGET MARKET. What followed was to describe the pain or problem for the target market, then the solution I provide and what makes me unique while promising to take away the risk.
With the recent post, "How do I Persuade You?", Seth Godin makes a point about not relying on your company's or your own point of view as to what influences or persuades your prospects to make decisions. Tracking back to Seth, new to my Google homepage, John Windsor's post, "Puncturing Persuasion", aside from mentioning one of my favorite references, Robert Cialdini, makes two points: Ask questions and don't market to the masses. And that's the point of first relegating yourself to communicate with a very specific, seemingly small, demographic and pyschographic audience.
The number one reason most professionals fail to communicate to a niche is the fear of losing business. Other reasons are:
- When speaking or presenting, they don't start their communication by asking questions to see if their audience is within their niche
- They believe they need to serve anyone and everyone
- They don't realize they can market to many niches
As soon as I started being micro-specific about my target audience, the lights started getting brighter.
- Immediately, I knew where to find my prospects
- My prospects now know how to find me
- I eliminated the competition.
I am super focused on how to communicate with my client like nobody else. WOW, did my job just get easier.