Your Own Super Niche: You Need a Compelling Business Message
Mari Gottdiener started Outsource Solutions a decade ago in San Francisco to help clients improve credit scores and resolve identity theft. A former attorney, she offered an alternative to high-priced and often unscrupulous credit 'cleanup and repair clinics.'
After months of networking at the local Chamber of Commerce and Rotary Club, she generated awareness for her services. Still, she struggled to find clients. Mari realized that she needed to reach a more targeted group of prospects.
Mari determined through research that mortgage brokers had an ongoing need for her services on behalf of their loan applicants.
Mari began networking at mortgage broker trade associations. She published articles about credit repair in mortgage broker trade publications, gave workshops at several mortgage offices and conducted a webinar for a mortgage broker Web site.
Within a few months, Mari had made the mortgage broker industry her own "super niche." Prospects from all over the country sought her out, and she enjoyed a new ability to charge more for specialized services.
"My decision to focus on being the person who fixes credit problems for the mortgage broker sector transformed my business," says Gottdiener. "It became easier to define what I could do for them and their clients. Now, my name gets passed around, and I've developed a special reputation within that market that makes getting business easier than ever."
To Find a Niche: Focus!
Many entrepreneurs think that selling to the widest possible market is the likeliest path to success. The problem is that the "take all comers" approach is not very effective as an overall marketing strategy; marketing becomes expensive when everyone is a potential prospect.
Today's small businesses share a fiercely competitive playing field. Combined with information overload, this means that it's harder to stand out when you have a generic message. If you are merely a "management consultant," a humble "business coach," or a nondescript "financial advisor," you risk fighting it out over price with competitors who offer identical services to yours.
To rise above the fray, you need a compelling business message aimed at the right people. You need to cultivate your own Super Niche.
Niche By Design
You can develop a super niche without spending a lot of money. Start by focusing on the unmet needs of targeted prospects and developing a unique spot in your marketplace that flows from these fundamental principles:
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