Below you’ll find a curated list of articles on the How of niching. These are supplemental reading suggestions for participants in the Niching Homestudy.
Point of View Marketing eBook: the subtle, underestimated & credibility-building power of articulating why you do what you do the way you do it. When I say “point of view,” I mean: your perspective, philosophy, take on things, approach, cosmology, system, world-view, core principles, voice, values, map, compass, and route. Your niche is central to relevance, whereas your point of view is absolutely central to trust and credibility. Aside from niche, point of view is the missing element in 90% of the businesses I come across.
If you have wifi, you’ve probably heard of Marie Forleo. She’s an impressive lady and her online business training program called B-School is EVERYWHERE right now. My inbox and Facebook newsfeed overfloweth with invitations from her affiliates. Yours too, I bet. The marketer in me is fascinated.
Ask a group of pro bloggers for one tip on how to build a powerful online audience that you can then monetize into a full-time business, and they will likely all say the same thing: find your niche. The idea is simple: it’s a big world out there with a lot of products and services that you probably don’t have the time or resources to compete with. After all, you aren’t Apple or Coca Cola, right? So why not, instead, go for a smaller, more targeted audience. Makes sense, right? The problem is it isn’t what people actually do.
One of the things I learned most from Thomas Leonard was the idea of endorsing your own worst weakness. It’s a bit of what he’d call ‘tricky wisdom’. Can you take the thing that you’re most embarrassed and ashamed of in your business (and maybe life) and turn it into a strength, an asset and maybe even something to be relished.
I was speaking with someone today about marketing niches. She had just given a presentation at a real estate office on creating a marketing niche, and told me how she encouraged people in attendance to market to a niche that they were familiar with or even passionate about. She gave the following example: One of the real estate people in the audience was into classic cars. She asked if he spent any time doing business networking with other classic car collectors. She suggested that this would be an ideal marketing niche. Ideal Niche = Passionate Affiliation. Your very first marketing step is to create affiliations, and then get attention and build familiarity within that affiliation. Because you have that affiliation, you’re no longer a stranger.