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Find Your Niche
By Andrew Michaels
Even the largest company has some form of target market. Contrary to how it may appear, Wal-Mart has a particular group of people they cater to above all else, because these are the core customers that keep them going. When they get brochure printing done, or any other form of marketing, I can assure you they have a specific kind of emphasis meant to appeal to that very target audience.

The smaller your business is the smaller your market is going to be, but none of that means you won't have a niche market anymore. If you don't know what your niche is than you aren't likely to be able to establish a very strong image, and you'll certainly be limited on the advertising you're able to do.

There are very specific benefits to focusing your efforts on a single niche market. First and foremost you're able to create advertising that's a lot more focused than what you would normally be able to manage.

Take the earlier reference of brochure printing in this context. Given the longer length of a brochure compared to other forms of marketing it makes a good example. The words you use, the images you place in your brochure, and especially the reason you give why people should buy your product are all different things you can consider.

For instance, Wal-Mart has always had low prices as a focal

point of their advertising because this is one of the reasons so many people want to buy from them. If you see an ad for BMWs, I doubt they'll mention how they're the cheapest car around, because that isn't what their customers are looking to hear.

Really, your niche market is merely who you think will have the most interest in shopping at your store. How you market it is dependent upon whether or not you know who this niche market is and what they're looking for.

Finding out can merely be a matter of looking at your customers. Pay attention to other things they like, what they compliment about your business, or what they complain about. If you send out some ads that don't attract much attention figure out why and improve your mistakes.

Some of this is a matter of trial and error. Research will help to ease back the number of errors you get, but until you get your feet wet you won't really know what people are going to want.

Whether you want to believe it or not, you already have a niche market that you're appealing to. The issue here isn't whether or not you have one but if you know who they are, and if you know how to expand your customers within it.

Figure out the answer.

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