A Distinct Marketing Advantage

Last week we started talking about ‘riches in niches - and subcultures.’ I told you that when you do target specific niches, you’ll have a distinct marketing advantage, specifically a distinct price advantage. To review, see the blog post. Today we’ll dive a little deeper into two other advantages you gain when you hit targeted niches.

Thanks to Dan Kennedy for allowing me to share some of his thoughts on this topic. To get two free issues of Dan’s newsletter, plus a ton of other freebies, visit this link.

First, you’ll get a distinct advantage in readership. For example, avid fly fisherman who subscribe to Fly Rod & Reel are infinitely more likely to consistently scour ever article and every ad for things that interest them than is the diverse population subscribing to a general interest magazine, like Newsweek. Avid fly fisherman will never NOT open and read a piece of direct mail clearly about fly fishing, but routinely discard all sorts of other mail unopened. To be honest, even “fly fishermen” is probably too broad of a topic. You’d be wise to narrow it down from there but where they fish (geography) fresh water vs. salt water, river vs. lake, etc.

Second, your costs will almost always go down. Niche and subculture advertising media often costs less than big, broad, mainstream media. It is easier and often much cheaper to buy traffic online and to succeed at search engine optimization for ‘odd’ and narrowly defined niches than for generic information.

Third, there is a big absence of competition. Because most marketers are too committed to “bigger is better, everybody needs to be my customer” thinking, you face a lot less competition when you laser target your marketing to a certain niche or subculture.

Lastly, and this is a big one in today’s economy, but when you target a specific niche, you get as close to recession immunity as you can. The last thing people cut back on is the thing that interests them the most. Later in the week I’ll show you some specific examples of what we’ve been talking about the past week. Stay tuned! Again, thanks to Dan Kennedy for his help with this post.

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