You have a product. And that product has the potential to appeal to everyone. Wouldn't that be great? Well, it depends how big your marketing budget and team are.
Many business owners with a product they don't consider to be niche resist the idea of narrowing the focus of their marketing, fearing that they will lose business. However, choosing a niche and targeting it can actually increase sales.
The trouble with marketing that (in theory) appeals to just about anyone is that just about everyone ignores it.
Targeting a niche helps to give your marketing coherence. Every action is aimed in a single direction, allowing you to convey the feeling that you understand your niche.
And feeling is important. It has been proven with fMRI neuro-imagery that when evaluating brands, the parts of the brain used are the ones that deal with personal feelings, experiences and emotions – not the areas that process the information. Emotional connection is an essential part of effective marketing.
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