Reader’s Niche Question: Why do I need to pick a niche?
Hey there!
How on earth did you find me here on the train?!
How very resourceful of you. I’m impressed!
Mrs. Jalopy and I are leaving the city to spend the weekend in the countryside. It’s my Dad’s birthday and we’re going to see my parents.
Happy Birthday Jalopy Senior!
Recently we’ve spent a bit of time talking about niche markets.
I’ve received a few great questions via email. So over the next couple of days I’m going to take some time to address these and clarify a few things.
I’m going to talk generally today. What we discuss will be directly applicable to anyone who wants to sell something.
So, why do I need to pick a niche?
Okay. Let’s think about what a person thinks and does before they buy something.
Jane wants an iPod. She’s seen lots of adverts on TV and she thinks they look pretty cool. Lots of her friends have one too. She knows they’re made by Apple and she’s heard that the Apple Store is a fun place to hang out.
She goes to the Apple Store and buys herself an iPod.
Duane also wants an MP3 player, but he’s not sure which one is best. He canvasses the opinion of his friends, reads some reviews in a Hi-Fi magazine and, based on his research, opts to buy an AussiePod. It’s slightly more expensive than the iPod but real flames come out of the top of it whenever Duane listens to AC/DC.
Rockin'
Unfortunately, three moths later, after rocking Highway to Hell on heavy rotation, Duane’s AussiePod case is burned to a cinder.
Duane goes online to look advice about burnt AussiePods.
He types “flame resistant AussiePod” into Google and he finds a website called Percy’s Pods.
Percy knows everything there is to know about fictitious iPod variants and he shares his incredible wealth of knowledge on the internet. The same technology anecdotes which prompt rolled eyes from his wife at the dinner party go down a storm with the enthusiasts who visit his website!
Duane finds a great article on the site which helps him to construct a flame guard for his AussiePod using everyday household materials. Now he’s free to rock out in total confidence and safety!
Over the coming months Duane returns to Percy’s Pods because he loves the site so much.
He discovers that a new iPod variant has just been conceived in the fertile imagination of a man on a train.
It’s the ConservaPod. It’s been specifically designed to filter rock stars’ political ramblings out of their live performances.
That would make a perfect gift for my friend Rob, says Duane. Now he can listen to The Boss without cringing!
Everyone loves Bruce.
Duane takes a link from Percy’s Pods to the ConservaPod website, where he buys one for Rob. The ConservaPod vendors give Percy a percentage of the proceeds for referring Duane to their website. Duane doesn’t mind about this one bit, because he gets the same price regardless, and he enjoys Percy’s website.
Now, was there any point to that little story or was I simply amusing myself?
Well the first and most obvious point to make is that nobody buys anything by accident.
In these stories (and most other stories we could come up with) the customer is either:
- ready to buy from a preselected manufacturer, retailer or authority figure
- looking for more information on a product or service
- looking for information to help them solve a problem.
Let’s think about this from the point of view of your business. Are you or your business:
- an established brand or authority?
- providing specific information, advice or product or service reviews?
- providing solutions to common problems?
And if you’re not….
…then how do you think people are going to find you?!
In order to become an expert, authority or a solution in either of the ways outlined above, you will need to concentrate your efforts.
This is why it is important to clearly define your niche market.
If Percy hadn’t concentrated his efforts in one particular area, Duane would never have bought that ConservaPod through him.
Make sense?
Shout if not. And maybe I’ll tell you another story!
Tune in for another great question tomorrow. See you then.
JJ Jalopy.
Comment by Christian Haller
2 May 2009
Pick a niche and your message can be laser focused. Go for the broad market and your message is not focused on any one person. Better to have multiple niches than a shotgun approach.
Christian Haller
Good Food Fast & Easy
Healthy Italian Recipes
Comment by Pat Becker
2 May 2009
I think I got your point about a niche even if I did get a bit lost in the process. Think I go back into my pod. Have a great weekend.
Pat
Internet Dollars for Business Owners
Comment by Steve Chambers
2 May 2009
There’s wisdom in that there post. Enjoy the English countryside.
Steve Chambers, The Sales Expert
Sales Eagles – Sales Coaching for high flyers
Comment by mark mallen
2 May 2009
JJ, It is great to be the go to guy in business. Enjoy the family time. Mark
small business marketing
ice cream marketing
Comment by Don Shepherd
2 May 2009
Glad you have a chance to get away. enjoy.
Don Shepherd
Fishing Central Oregon
Comment by Anthony Lemme
2 May 2009
Tell Mr. J happy birthday. As usual, good post. Your site looks so damned good. I can’t wait to get there. What do you use to make it look so good?
Anthony
Achieve the Inner Balance of a Zen Monk
Comment by jc mackenzie
2 May 2009
Enjoy your weekend!
Excellent post as always, I have to wonder what an AussiePod looks like?
Thanks
JC
JCMACKENZIE.COM
Butterfly Marketing
Comment by Rob Northrup
2 May 2009
Great story, and luckily Bruce knows better than to start talking politics with me in the audience…
Actually down here in Georgia he behaves himself pretty good.
You hit the nail on the head, when we search there is a reason for it, and the closer that you can come to nailing that reason or reasons, the higher probability of making a sale.
Seize the Day,
Rob
Sales Tactics For Small Business Owners
Personal Asset Protection For Small Business Owners
Comment by Susan
2 May 2009
I enjoyed your ramblings and musings along the tour to the point of the post … and how you pulled it all together at the end.
Have a great weekend!
Sue Crutcher, Life Empowerment Mentor
Comment by Darryl Pace
2 May 2009
JJ,
Very good post clearly illustrating why defining a niche is so important.
Health, Fitness — Darryl Pace
Fitness Product Review
Comment by Duane Cunningham
2 May 2009
HI JJ,
NIce story and great point!
hmmm…you have me thinking would a flame resistant “AussiePod” pre loaded with AC/DC be awesome or what!!..lol
Duane
Super-ADVANCED Influence & Persuasion Training Proven to Quickly Create a Flood of Money?Constantly & Continuously Flowing into YOUR?Bank Account Like the Niagara Falls…?100% GUARANTEED!!
Discover Secret Persuading Skills that Work Like Magic by Tapping Into the Psychology of the Mind with The Worlds Leading Persuasion Coach Duane Cunningham!
Comment by Bob Kaufer
2 May 2009
JJ
Great post. I decided to send my first comment to you in an email instead of leaving it here.
Have a great day.
Bob Kaufer
Sign Up for My Free Neuro Performance E Course Here
Comment by Lynn Lane
2 May 2009
JJ,
Very good story and I like the advice you give with it.
Enjoy the weekend and happy B-day to your Dad.
Thanks for the Success Tips Today with your blog.
Lynn Lane
Success Strategies For Life
Success Today
Comment by John Ho
2 May 2009
JJ,
From your statement, “Well the first and most obvious point to make is that nobody buys anything by accident.”, I am sure you are a man who believes in God!
Welcome to the Kingdom which is within everyone of us, independent of our religious belief.
Wow,am I lighting another controversy here? Politics and Religions are so hotly defended and debated topics.
Nope, I’m not interested to be a roasted duck again
)
So leave me alone, PLEASE!
John Ho
Numerology Expert Helps Understanding Personalities for Better Influence & Persuasion (WordPress Blog)
Numerology Expert Helps Understanding Personalities for Better Influence & Persuasion (Money Page)
Comment by Lisa McLellan
2 May 2009
Nobody buys anything by accident – so true. I have a lot to ponder with this post.
Lisa McLellan, Babysitting Services – Babysitters, Nannies, and Au-pairs
Comment by Pam Schulz
3 May 2009
When you are focused on a niche you can more easily be seen as the expert in that niche…which drives you higher on an organic Google search…which gets you more hits…which makes you lots more $!
Pam
Invest in Your Future
Comment by David Power
6 May 2009
Yeh a wonderful time with the family!!!
David Power’s Hour”
Expert in Medical Hypnosis, Success Thinking and Practical Parenting