For our purpose here, the word ‘niche’ is defined as: “A special area of

demand for a product or service.”

The word ‘marketing’ is defined as: “Providing an opportunity to buy

or sell a product or service.”

If you put the two words together, niche marketing means buying or

selling a product or service in a special area of demand. All that really

means is that a product or service is being offered and sold NOT to the

world in general …. but instead to a highly targeted group of people

who are *already interested* in, or at least have a common need, for

that particular product or service.

So a niche marketing campaign must be designed to meet the unique

needs and desires of a very targeted audience. At the same time,

successful niche marketers tailor their product or service specifically to

meet the unique needs and desires of that group.

If, for example, you have designed a product to make dog grooming

easy for the everyday dog owner, then your market could include

owners of many different dog breeds.

On the other hand, if your

product is geared toward grooming poodles, it would be a waste of

your time and resources to market your product to people who own

other dog breeds besides poodles.

If you have written an ebook that explains how to start and succeed at

a home business, the people who are looking for that sort of

information will be your niche market.

Those people who are perfectly happy with punching a time clock

every day probably are not interested at all.

Now, let’s examine the niche marketing concept on somewhat

different terms. Current statistics tell us that a majority of adult

Americans are overweight. And search engine clicks prove that

“weight loss” is one of the most popular search topics online.

So we might, in theory, take those two bits of information and think

we could successfully advertise our weight loss program to the public

on a broad scale …. including office workers, new mothers, motorcycle

owners, computer users, fishermen, craft enthusiasts, just about

anyone …. right?


Even though a good percentage of those people might need or want to

lose a few pounds, the probable result will be fewer sales, and a waste

of your precious advertising budget.

Whatever you decide to sell online, you must first identify WHO will be

most interested in buying your product, and WHERE they can be

efficiently contacted en masse for the smallest possible cost. Then you

focus on putting your advertising message in front of those people



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