Why Niche Marketing?

People naturally gravitate to groups that reflect their own interests. It feels friendlier and we naturally assume these people understand us better.

This is the philosophy behind niche marketing. You are making a narrowly defined audience more comfortable with you and your business than the large, impersonal corporation. In effect you are building friendships out of clients rather than assigning numbers to your clients.

In most situations buyers relate to this type of customer service and attention. In your environment, the customer belongs, fits in and will be welcomed.

In a society where we can now do everything at the grocery store short of buying a new car, customers are welcoming the return of personalized service and attention. Niche marketing provides this.

If you feel that your small business is constantly stuck in the shadows of large enterprise then niche marketing may just be the answer.

Competing against deep pockets with a modest budget can get discouraging but niche marketing enables you to create a strong business presence that can out perform even the big guys.

While some believe that marketing to a small focused group limits your sales, most niche marketers are finding that developing a narrow focus creates a loyal clientele and more importantly repeat business.

So instead of marketing to everyone look at your prospective buying audience and define it to a smaller group of people. For instance, instead of selling books to everyone, define your
market to cooks and then sell cookbooks.

This pulls your business out of the shadows of the large conglomerates like Amazon Books or Barnes and Nobles and creates a defined expert business for which hobby cooks can relate. In this situation it would give the cook looking for the "next best cookbook", the knowledge that you are taking the time to find the best for her or him.

Your bookstore is not just a maze of books for which the buyers must sift through endless volumes to locate what she would like to purchase.

As a niche business you would constantly be on the look out of the next best cookbook and make that information readily available to your buyers. In contrast, the large bookstore would simply point you to the correct aisle and leave you to find it on your own.

About the Author: Copyright, Rozey Gean, All Rights Reserved Worldwide  Rozey Gean is the founder of Marketing-Seek.com where Writers, Publishers and online Entrepreneurs gather resources and build exposure. Web: http://www.marketing-seek.com or Send an email to: rozey @marketing-seek.com

According to the Harvard Business Review, companies are losing an average of 50% of their customers every five years.

By leveraging on creating an impressive and effective customer experience, many online sales are netted through referrals.

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Killing with a borrowed knife
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"If you want to do something,
make your opponent do it for you".

Military strategists throughout Chinese history have employed the strategy of "Killing with a borrowed knife".

During the "Three Kingdoms" period between A.D.220 and 265, Cao Cao--the merciless ruler of the kingdom of Wei and "master of killing with a borrowed knife", hired a well know, arrogant but talented drummer for a banquet.

Cao Cao asked the drummer to change his shabby clothes into a proper performer's costume but he performed naked in front of the distinguished guests instead.

Cao Cao refrained from ordering the musician death to prevent unnecessary criticism upon himself for such petty matter--instead, paid the musician to perform again (as a gift) and sent him to another nobleman whom Cao Cao knew was pretty short tempered and will not tolerate such nonsense.

For sure, the musician did not live long.

Borrowing a knife to kill means making use of others' resources for one's own gain -- meaning that, If you can cause someone else to do a difficult job, you will certainly save yourself a great deal of trouble.

Questions to Ponder?
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Borrowing a knife to kill may seem too devious; fundamentally, it is adapting to new circumstances or making use of other's resources for your own gain and sometime without your opponents knowing it or aware of the opportunity you have created for others to exploit.

A classic example of applying
“Borrowing a knife to kill”
in today’s modern society;

Microsoft recently *announced that it will terminate support for their seven-year-old Exchange 5.5 software and IBM took advantage of it by introducing a better replacement multiple OS platform (Domino’s) product with a 30% discount.

*May 17 2004, Asia Computer Weekly
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Have a Grrrreat Day!

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