A question was asked in a popular forum about how to "not" convince someone to do business with you... In other words, how to attract business rather than try to persuade people to do business with you.

Here was my "shotgun" answer, for the record. (Comments? Let me know!)

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Narrow your focus and you will broaden your sales.

In other words, be a 'niche-picker.' Pick a niche and present yourself as an expert specializing in that niche only. You're positioning yourself as the authority in that niche, and imply superiority without stating it outright.

Take the case of a mechanic.

Rarely would you call a general mechanic an "expert mechanic," unless she has invested a considerable amount of resources in branding herself that way, or in educating herself deeply in the world of mechanics backed by many, many years of experience.

On the other hand, it would be easy to dub a mechanic -- even a new one, for that matter -- who specializes in, say, imported car brakes as an "expert mechanic."

Similarly, by finding and dominating a niche, you can become an expert by default -- not by experience or education, and much less by making the claim to such.

Plus, you will magnetically attract clients that way, too -- because you offer a unique expertise in one area. (And over time, you will attract other types of clients, too, almost as a natural byproduct. Effortlessly.)

Specializing and narrowing your focus as much as possible will cast an aura of expertise and superiority, and increase your likelihood of getting more business. And with the Internet not being bound by the limits of geography, niche marketing has an even greater place online.

It's a catch 22. The biggest obstacle with newbies is trying to be all things to all people. When they first start out, they try to be like the 'Big Guns' and attempt to sell everything to everyone, with the erroneuous presumption that, if one's has more to sell to more people, then one will make more sales.

Problem is, if you're new and do this, you're competiting with the 'Big Guns' who have already established brand equity and track records. And the more general you are, the more competition you will have. (And if you're online, it's even worse, because now the entire world has become your competition.)

Additionally, the more people you try to appeal to, the more you will need to "paint" your marketing message with broad brushstrokes in order to appeal to everyone... Which will work against you because of your lack of experience and a track record, your increased competition, and your indication to your market that you're not specifically interested in their specific needs, goals and concerns.

An accountant specializing in car dealerships will get more business than a general accountant will. An advertising consultant specializing in print media strictly for home furnishing stores will get more business than a typical advertising agent will. A photographer specializing in weddings will get more business than a regular photographer will. And the list goes on and on.

For example, I'm a copywriter. Does it apply to copywriting, too? Sure! For example, there's one copywriter who specializes strictly in Martial Arts (e.g., studios, equipment, teachers and the like). And he's doing very well.

I for one, in my early career, specialized in cosmetic surgeons -- and specifically hair transplant surgeons. (Yanik Silver specialized in dentists. Corey Rudl in cars. Paul Myers mentioned his niche. And the list goes on.) Since then, I've grown so much since that I've now expanded my copywriting practice to what it is today.

I agree with Harmony to the extent that you shouldn't tell people what makes you unique and why they should buy from you. You should imply it. Having a USP (a unique selling position as well as a unique selling PROposition), for example, makes that job a whole helluva lot easier.

As Peter Drucker once noted, "Perceived truth is more powerful than truth itself." Thus, imply superiority rather than stating it outright. (When you do the latter, it can be counterproductive because you make your apparently self-serving claims suspect at best.)

I recommend some of my articles:

http://successdoctor.com/articles/article113.htm
http://successdoctor.com/articles/article5.htm
http://successdoctor.com/articles/article120.htm
http://successdoctor.com/articles/article57.htm

Finally, I also suggest that you get my free ebook, "The 10 Commandments of Power Positioning," and you'll understand the concept of "positioning" versus "prospecting."

Go to: http://SuccessDoctor.com/free/.

Agree 110% Michael.

A few other added bonuses to focusing on a niche...

1. Word of mouth. It's much easier for people to remember and
pass along information when you focus. For example, I've had
many people come to me, via word of mouth, based on my
positioning in the "product development niche" Have I helped
people in other areas - sure, but people will remember what you
want them to remember (assuming you follow through) and that
will get you a TON of free referrals.

You want people to say "Oh, you need help with X, well the person
to go to is...."

By spreading yourself too thin, limiting the focus of your personal
branding - you will miss out on this free advertising.

2. It's far easier to maintain your expertise in 1 area than being
OK at 10 things. To fend off competition, maintain your status
as leading resource in your field - it's so important to stay on top
of your market - both from an input and output perspective.
Generalizing means you are unable to do this - limiting your ability
to "break-out" as an expert in your area.

Great thread!

Jeff

Wonderful article and great tips guys.

I struggle with the niche issue myself. I write because I have such a large variety of interests. I crave knowledge and information about so many things, and I get bored easily.

And that is the downside to focusing on a niche. I've written about website hosting for so friggin long I sometimes can't stand to even think about yet another hosting project. And there are days I wish I'd never even heard the word "Affiliate".

When carving a niche for yourself, you need to be prepared to have that niche on your shoulders for a long time. No matter how much I diversify now days... I still get hosting and affiliate inquiries.

I wouldn't mind creating a new niche. It really makes targeting your market - and thus earning more money - that much easier. But choosing the next one is something of a struggle So for now, I tolerate the hosting and affiliate projects, while slowly exploring other areas too. It's such a big... fun world out there!

- Kathy

Yup, I know how it feels.

Very often, a good tactic <u>IS</u> to create a new niche. As Dan Kennedy once noted, if you don't have a USP, very often the best thing to do is to manufacture one. Something that may relate to what you're doing now and expands on it, or something totally different but where the skills are portable enough that it can easily transfer to the new niche.

When I first started out, I specialized in hair transplant surgeons. A small but very lucrative niche. One of the reasons many surgeons sought me out was because of my knowledge of the laws that inherently govern the industry -- namely the College of Physicians and Surgeons. Laws like no use of testionials, no claims of superiority over your peers, no claims of results, etc, etc, etc.

That's why I like positioning, because it helps you to imply superiority without claiming it. And, like a niche, it could very well be something that's assumed. But what you're doing in turning the "assumed" into the "assured" in the minds of people.

Take, for instance, the case of a hair transplant surgeon who uses a special "dissection" process. When he implants the hair, he first dissects the strands through electronic stereoscopic dissecting microscopes. (Whew! That's a mountful.)

In English, it means (sorry for being graphic) removing the excess fat and tissue from the hair bulb so that, when transplanted, it reduces scarring and grows, singularly, as if it were native hair... As if the hair was meant to be there. (How many transplants use "plugs" that are so noticeable?)

The question is, is it really <u>THAT</u> special? No. A great number of surgeons were doing the same thing. But you see, nobody was promoting it that way, and laypeople (patients) don't know any better.

So ...

We positioned the doctor by calling his process, "Micro-Follicular Dissection Process" and "Native Hair Duplication System," and so on. The tagline was, "It's what you DON'T see that counts..." (Or something along those lines.)

He focused not only on a niche but on a very specific process within that niche, and stuck to his guns. The result? That doctor became an instant "expert."

My own copywriting and consulting practice evolved to include other doctors, such as other forms of cosmetic surgery. (Hence, the name "The Success Doctor," because in my early career, I specialized in helping doctors become successful! )

And later, other professionals sought me out, such as lawyers, doctors, vets, chiropractors, dieticians, beauticians, hair salons, stock traders, investment analysts, insurance companies and the like. Why? Because many of these industries heard about my skills, and the fact that their industries are as highly regulated as the hair transplant field.

(It was nice to have a break from the original niche, too.)

Anyway, I'm going on a tangent. But here's my point: I say, create or focus on a new niche, one in your skills can be a logical fit within your current skillset. If you're tired of hosting, then website design companies, Internet marketing firms, search engine optimization experts, etc, are a natural "fit."

If you're doing those already, then maybe a specific type of application service provider (ASP, like credit card providers, software companies or online services like autoresponders) or a similar service provider (for example, if we look at the offline world, office rental and supply stores are similar to hosting companies), or any type of "service provider," like the host.

Hey Michel - always wondered about "Success Doctor" - it's such a great
identity!

Another interesting tangent on this topic is niches within niches - and when
to stop carving up your market.

For instance, I just had a great call with an up and coming author this
morning who has self-published, and sold very well 2 books aimed squarely
at Afro-American market. These were topics that were of interest
directly to that market - focused on areas of lifestyle and sold largely
offline.

Now, he has developed a book on self-publishing - which is a niche in itself.

However, he decided to really target the book to Afro-Americans again
- clearly citing examples of Afro-American success stories in self-publishing,
of which there are quite a few.

Great!

Except, how do you specifically reach - online - lists of Afro-Americans who
are interested in self-publishing?

It was an interesting dilemma - he knew there is a niche out there - had
experience selling other products into that niche, but couldn't figure out
how to get his exceptional product out there without offending large portion of lists aimed at niche self-publishers who are not Afro-American.

My advice was to stick wtih the self-publishing niche and give concrete
examples and marketing that would appeal to the Afro-American market
- that way you get best of both worlds.

Interesting case study in getting too deep with your niche for certain
products. Tony Blake uses a great phrase called Message To Market
Match - a perfect way of selecting your niche.

Cheers...

Jeff Smith

I would still cater to the African American market... Perhaps offer the product on two separate websites: one general, and the other for African Americans. Just to test.

About targeting, well, I'm sure there are TONS of ways to do that. There are tons of "areas" that target this niche, either directly or indirectly. I'm sure there are Afro-American self-publishing type sites out there.

But also, look at other sites catering to this market, even though they may not logically fit. As long as the people visiting these sites fall into that person's target market, that's all you need.

I did a quick search and found over 5,000+ searches for african-american "publishing" "writing" "author" etc. But there are over 25,000 (a good, deep niche) for related subjects, like African American "poetry" "entrepreneur" "inventor" "marketing" "books" "magazines" "chat rooms" "news" "greeting cards" "children's books" etc, etc, etc.

To save space, check out my article on "targeting" at:
http://successdoctor.com/articles/article79.htm

Good point Michel - can't ever assume these things. Definitely worth testing.

I did the same searches as you, only issue was that many of the categories would be more related to people looking for actual books,
NOT looking to publish or write their own books.

So - it looks like a market that will be tough to get to online. But - nothing
wrong with testing two sites as you mention.

Great advice.

Thanks,

Jeff

Gotcha.

Well, here's how to think about it... A person who would be interested in publishing their work would be people also interested in [blank].

For example, off the top of my head: entrepreneurs, inventors, marketers, business owners, authors (not the search for authors specifically but the search related to authors, such as things or places authors would search for, as in writers clubs, associations, writing tools, accessories, software, etc).