He told me that he only became amazingly successful when he made the decision that he was only going to sell insurance products to people who were aged in their forties.
He went to explain that people in their forties were often thinking about creating a nest egg for retirement. They also usually had a home and a reasonably good income and lifestyle.
Because they had a good lifestyle (and were thinking about maintaining this lifestyle after they stopped working) they were very good prospects for his insurance products.
As they were in their forties, these clients still had around 15 years or more to create their nest egg. This meant the insurance products he sold that had an investment element could potentially work very well for them in this time period.
Best of all, because most of his clients were aged in their forties, they were able to refer his insurance services to many of their friends and work mates.
And many of these people were often aged in their forties. (Because most people know people who are similar to themselves in some way or another.)
Choosing who you will sell to can be as simple as asking yourself the following question:
"Who are my best customers and what do they have in common"?
The good news about focussing on a niche is that you don't have to stop what you are doing right now.
Just choose a new group of potential clients that you could add great value to.
Then put into action marketing strategies that position you as an expert in looking after people in that particular niche.
Here's a simple example to start you thinking.
I personally love digital printing as a marketing strategy. (I've found that hard copy printed material can be amazingly effective when used in the right way.)
So digital printer's world-wide is a niche market that I've decided to be of service to in 2015.
I've put together a number of marketing strategies to position myself as an expert in helping digital printers to create profitable new revenue streams.
One of these strategies is a detailed 'paint by numbers' marketing guide I'm releasing shortly on a brand new website.
The marketing guide is called:
"Highly Profitable Digital Printing - How to attract ideal new printing clients and create an extra $100,000 to $500,000 of brand new (and highly profitable) digital printing sales each year"
Any digital printer that reads this guide will have a marketing road map that they can use to quickly increase their sales by thousands of dollars a month.
By writing this guide I will have positioned myself as an expert on helping digital printers to improve their sales and profits with some simple yet highly effective marketing strategies.
In your own business you may want to pick a particular group of clients that you can add huge value to.
A dentist I heard about decided to focus on working with shift workers who couldn't go to the dentist during the day. He opened his dental practice from 6pm to 6am only. And created a highly profitable client base of shift workers and other people who found his dental practice hours suited them perfectly.
Niche marketing is worth considering for many businesses.
'If everybody is doing it one way, there's a good chance you can find your niche by going exactly in the opposite direction.' - Sam Walton
Action Step:
Is there a particular niche that it could be useful for you to focus on in 2015?
How can you position yourself as an expert in helping people in this niche?
Graham McGregor is a consultant specialising in memorable marketing.
You can download his 396 page 'Unfair Business Advantage' Ebook at
no charge from www.theunfairbusinessadvantage.com
