The primary reason I’m stressing selecting a niche has to do with the fact that there are two basic steps to acquiring a new client: attracting their initial attention and then motivating them to do business with you.
It may come as a bit of a surprise, but of these two, getting a prospect’s initial attention is often the most challenging part of the whole process. The world is so noisy, with so many marketing messages, it’s tough to break through the clutter.
This is why focusing on a niche is a simple way to overcome that problem. You are no longer addressing a general audience in the hopes that a small percentage of them are interested in your message. By focusing on a niche, you can communicate a very specific message concerning specific problems you can cure.
This instantly adds to your credibility. People assume that if you demonstrate that you understand their problems, then you also know the solution. When prospects see a reflection of themselves in your marketing materials, they’re willing to stop to see what it is you have to offer.
One of the biggest objections businesses face (particu- larly those offering services) is “but my business is different”
When you target your marketing to a very specific group of prospects, this objection quickly goes away.
Food for thought
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Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube