Sometimes it seems there is so much “noise” from advertising and in so many different forms – there’s just no way your ad will ever stand out from the crowd. In fact, it is true that now more than any other time in the history of advertising, there have never been so many different forms of messaging available.
Thought the blimp with it’s LED lights was cool? How about a billboard that looks like the biggest flat screen you’ve ever seen – and it changes pictures while you drive by! Seen an ad while you pumped gas or while you waited in line at the check stand? Ever seen a sporting event sponsored by an advertiser? Or a product placement in a movie or television show? Who hasn’t? And the list goes on and on.
Advertising is literally everywhere.
So what’s the answer? Bigger? Louder? More? Would you believe smaller? Softer? Less? You see, when you know your business and know your customer – you don’t have to yell at all. You can practically whisper right in their ear. It’s called “niche marketing” and its far more powerful than you might have guessed. Let’s look at it from another angle.
The world is flat which means you’re not just competing with the guy down the street – you’re competing with businesses all over the city, all over the internet, all over the world. BUT….looking from yet another angle – this means you may have clients all over the city, all over the internet, all over the world. You just have to find them….and the best way to do that is to know exactly who they are and what they want from you.
How do I do that, you ask? Well, the first thing is to really, really know your business and what your customer expects from your business – what they really, really expect. Once you’ve got that down, there are a few other things you can do…..
- Don’t fear the idea of selling to a “few”. A niche is defined as “specially suited to a person’s interests” which means not for everybody but for a specific group. find your niche.
- Make your niche feel understood and special. This keeps the click together and makes you a go-to authority on their special needs. Become the one who “get’s it”.
- Once you’ve found your niche – stick by them no matter what. If they deem a trend over or no longer on their most wanted list, so do you. They upgrade to a newer version, yup, so do you. If your niche wants it, you know it and have it.
The interesting thing to remember is that in the struggle to be deemed “cool” it may start out with a niche of trend setters…..but before you know it, everybody wants to give it a try. Find your niche and let your subtle marketing message be the very thing that sets you apart from the crowd.