Translator
Want more effective ads? Then fix your niche
Your niche is your most important business marketing strategy. It’s responsible for attracting customers, separating you from the herd of competing businesses and making your business money.
It’s much easier to create effective ads if your niche is truly “magnetic”. That’s because a niche that magnetically pulls and attracts customers is the biggest indicator your business works—even before you create ads to promote it.
Don’t rely on advertising to be the “attracting” factor. That’s what your niche is for.
One thing I’ve learned about niches is this: a great niche will attract great word-of-mouth advertising. When a business gives it’s customers an advantage they can’t get elsewhere, those customers talk. and if customers are referring their friends, your advertising campaigns will be that much more effective. A good niche will skyrocket ad response.
If your niche isn’t working to magnetically attract customers you should look (under the hood so to speak) at the engine that comprises your niche. There are 4 unique niche-building elements…each a strategy in itself. They are:
- A core customer—a specific type of customer who wants your products and services.
- A core product or service—a unique or hard to get product line or a way of delivering service that’s special.
- A core competitive strategy—a strategic way to undermine your competition…like Kinko’s being open 24/7.
- A core image –the appearance of your business that visually “transmits” your competitive strategy.
Let me give you an example of how one Plumber, facing 67 other local plumbers, decided to change his focus from being a general plumber to a unique category specialist. A category none of his competitors wanted.
He narrowed his product and service offering to “toilets”—the segment of his business that made the most money.
Here is the ad
By being the “toilet” expert willing to make service calls anytime day or night, he quickly cornered this lucrative part of the plumbing business. He also grew from 1 truck servicing the community to 6 trucks in less than a year.
If your ads aren’t attracting the leads and sales they should, take a hard look at your niche.
Chances are, if you look at your niche in light of the 4 niche elements above, you may not be different from your competitors.
If that’s true, fix it. Look at each of the 4 niche elements. Take them one by one. Find a way to be unique and special in each of the 4 areas. By being different than your competitors in each area, you’ll create a huge gap between you and everyone else.
Then create ads to reflect your niche strategy. And watch what happens.
David Fowler
