Marketing 101 states thou should target a niche market an inch wide and a mile deep.  Why?  Because you can position yourself as an expert in this field.  Your tailored message helps clients to understand who you are and how you can help.

Now, there are niches and there are niches.

Was invited to a cocktail party organised by the Sydney City Lawyers – as a thank you for speaking at one of their events.

Had a fascinating conversation with a chap who demonstrated the power of a very narrow target market.

He’s an Olympic shooter – been to 4 Olympics.  And his niche?  Gun owners who find themselves in trouble with the law.

The laws in every state vary and are very complex.  He understands them intimately.  And fellow shooters relate to him as he “speaks their language”.

He only advertises in one publication going to 200,000 shooters a month and gets 3 to 4 calls a day from potential clients – Australia wide.

People who realise they’re in trouble and need specialist help.

Which demonstrates the power of specialisation and selecting a narrow niche with a lot of depth.  And knowing where they hang out with an ability to target them cost effectively.

Our conversation threw up an interesting statistic. 

Australians are the second largest consumers of ammunition per years after the USA!

Most of this is used by professional shooters who eradicate animals considered vermin.

Questions for you:

Who are you targeting?  Is your message clear?  What’s the size of the total addressable market and can you get in front of them, economically?

Put another way you need to have message – marketing – media match.

Need help defining your niche?  Determining a message which cuts through?  I offer Clarity and Focus sessions where we’ll work through defining this.

More information here.  Or call me on 0414 913 334.


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