“The right niche can make you rich”
Includes: Video + Worksheet + To Do List to help you define your target market.
VIDEO COPY (still need to produce)
Hi ~ Les Proctor with Nicheworks here…
Everybody’s got to work. But when through your work you are able to serve, it ceases being work, and it becomes “service”. If you’re able to get paid to serve, that’s like nirvana. And that’s what this program is intended to help you achieve.
The biggest mistake we all make when we’re doing a marketing makeover is to rush off and sell what we’ve got before we have a good understanding who we’re selling to. Which leads to more of the same. Instead we should aim for a quantum improvement.
That means spending time trying to get inside the heads of your customers. Spend some time with them. What are they reading? Where do they hang out? Do they use any social media or only email? Find a common thread so you can know where to find more like them. This will set the foundation for better understanding their needs and providing top quality above and beyond the call of duty customer service. They will relate to you as a person they like, as well as a professional. And people refer their friends to people they like!
While you’re asking questions don’t be afraid to pull out a pen and start taking notes. In fact, that means you’re being serious, deliberate, mindful in your approach. They will appreciate this.
So let’s get started. This module also includes a small to-do list, and a worksheet to help you better define your target market.
“Make someone’s day and tell ‘em you love em.”
A niche is a subsection of a larger market. The better you are at defining your target market, your “niche”, the better you’ll be able to really speak to your customers, add value, and create meaningful programs — that will lead to more customers, more repeat customers, and more referrals. And the more successful you will be.
Who are the people you really want to work with? Who are the people you want to serve?
TO DO LIST
1. Identify 10-20 of your favorite most profitable customers (as close to perfect customers as you currently have). What do these people have in common that would set them apart from other less desirable customers?
2. Choose 5-6 of your favorite customers to coffee. Ask them your standard list of cocktail party questions leading into how they use, and what they think of your product or service.
[Shaila, in your case you’d want to ask move along these lines: “Where do you come from? How end up doing what you do now? How did you discover yoga? How long have you been practicing/what different types of yoga have you done? If they had to boil it down to one big problem that you help them solve through your service what would it be?] This is what you want… for people to tell you what is the #1 problem you help them solve.
Also you want to find out how you, as a small business person, could reach them (and by extension others like them). What are you reading? Where do you hang out? Do they use any social media or only email? Find a common thread so you can know where to find more like them. If they use social media these are the ones we’re going to want to focus on.
Get short snappy testimonials while you’re doing this. Write them down and put them into a Word Document.
Based on this feedback, start thinking about your own “big ticket” program that you can offer people to share your expertise
Objective#1 in Module #1 is to define your ‘Target Audience’
You want to boil this down to its essence in plain English. For example: “Small Businesses and Entrepreneurs”, “Working Moms seeking a work/life balance”, etc.
Objective#2 in Module #1 is to create your ‘Personal Brand Statement’
Make a list of your key career or business attributes on a piece of paper. Once the list is complete, take a good look at it and pick out the ones that make you unique, and that apply to this situation. These will form your unique selling points, or USPs.
Look at your unique values and key attributes and you should be able to develop a 1-2 sentence brand statement, answering these three questions:
• What value you provide (what problem do you solve)
• How you do it uniquely (your USPs)
• Whom you do it for (your target audience)
Be crystal clear on the value. Don’t confuse anyone with fluffy terms that don’t mean anything. Use English. Translate industry jargon into a language a 10-year old could understand. Also keep in mind, what makes you unique in one place may not be unique in another, e.g. big cities will have lots of specialists and experts in certain fields, small towns only one and that makes him or her unique to that location.
Example brand statement
Here’s a Scottish boiler man with a great statement you can use as an example:
“John keeps families in Edinburgh (target audience) warm (value) through bespoke heating installations using only the most advanced German boilers (unique)”.