Once you decide to market to a niche you will need marketing communication and creative designed specifically to capture the attention of that niche. This is where your upfront research will come in handy.
You should by now know your niche market’s hot buttons. What they like and don’t like.
What their problems and frustrations are. What language and words they use in
conversation. This information is necessary to be able to develop your niche marketing tools.
The following is a list of the type of niche marketing communication and creative tools that you might need to effectively market to a niche.
• Appointment generating letters that use tricks and tactics designed to be used with a follow up phone call.
• Salesletters, postcards, and grabbers that can be used to generate leads or “sell off the page” to existing lists of potential prospects. These should include a time-sensitive offer and a clear call-to-action. You should also consider creating a series of “linked”
salesletters that can be sent out in a timed, sequential follow-up marketing program.
• Print advertisements that you can use to generate leads in newspapers, magazines, yellow pages, newsletters, classified ads etc.
• A toll-free hotline with scripts you can use for lead generation and also for providing consumer awareness messages, product and service descriptions, testimonials from customers etc.
• Joint venture endorsement letters that you can use with businesses that market to your same niche that offer complimentary products or services. You should create one for you and one on behalf of your joint venture partner.
• Free reports (or white papers) for lead generation purposes that consist of relevant, useful information that your target niche would find interesting and that has
something to do with your product or service. You should create a report in booklet format, but also in audiocassette, CDROM, and video formats as well.
• Press releases that do lead generation, promote events, generate awareness, and get interviews from the media.
• A series of how-to articles that position you as an expert in your niche that you can submit to niche specific trade magazines, newspapers, and newsletters. You can also post these on your website and email them to prospects before meeting.
• A newsletter, whether it is online or offline, you should seek to build a list using a regularly sent newsletter.
• A website that is designed to generate leads, build credibility, and sell your products and services. (A website is a must!) Your website should include a series of
Autoresponder messages that are sent to prospects who visit your website.
• Brochures and fact sheets that you can include in your mail outs and that you can give to walk-ins.
• A “Question and Answer” fact sheet that addresses the most common objections about your product or service. This should not only be inserted into mail outs but also used on your website.
• A Powerpoint presentation that you may use in sales meetings with your clients. You can use this as a “talking document” or a more formal presentation that you would give with an overhead projector (usually used in B-to-B industries).
• Case studies and success stories from clients and customers. (This will be a part of the testimonial gathering process.)
• Customized thank you letters/cards that are sent out to prospects and customers in response to a customer transaction (both positive or negative).
Creating an Audiocassette or Video
I often get inquiries about how to create audiocassettes, special reports, or videos to be used in your lead generation and conversion efforts. Let me show you how to do this easily by giving you an example. Since we’ve been talking about doctors and hot tubs, let’s stay with that example.
If you are targeting doctors you might create an audiocassette that they can listen to on their way to work titled, “The Ultimate Stress Reducer for Busy Doctors.” If I was a busy doctor (most of them are) I would be very interested if I received an audiocassette in the mail with this title. At least I would listen to it.
The following would be the outline for this audiocassette:
I. Introduction
A. Question – Do you experience stress?
B. Signs of stress
II. II. Effects of stress on doctors A. In the workplace
B. In their personal lives
III. Many Doctors are turning to relaxation hydrotherapy using spas A. What is hydrotherapy?
B. How does hydrotherapy reduce stress?
C. What other doctors are saying about hydrotherapy and owning a spa?
IV. What are the other benefits of owning a spa?
A. Relaxation after a hard day B. More quality time with loved one C. Better sleep
V. Introduce Spa City USA (short in duration)
A. Spa City USA specializes in providing spas to doctors
B. Spa City USA has provided more doctors a spa than any other dealer C. Why do doctors choose Spa City USA to buy a spa
VI. Where can you get more information
A. Offer a free video, “The Spa Lifestyle” by calling XXX-XXXX or…
B. Going to website and entering in special code C. Thank you for listening
This information can be said in 30 minutes or even less (30 minutes is a long time on tape). There are several ways to create this tape. You can certainly do it yourself or you can hire a freelance writer to write your script. The best (and easiest) place to hire a freelance writer is at www.elance.com. At eLance you can put your project out for bid and have freelancers bid on it.
You might think this is a lot of work but once you have it completed, its done! You can use it over and over and over again as many times as you want. It can also be used as a model for lawyers, business executives, CPA’s and other prospects that fit in your niche.
With a few modifications you can have a version ready to go for other niches. Once you have your information products done you can really put your niche marketing program into high gear.