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Beyond Niche Marketing

Beyond Niche Marketing

Get more customers. Grow your business.

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5 Deceptively Easy Steps to creating an affordable small business marketing strategy

July 15, 2007 by Kathryn Hendershot Leave a Comment

Step #1: Identify your target audience.

Step #2: Identify the Goals, Desires and Problems of the individuals within your target audience.

Step #3: Identify how your product/service helps solve a problem, quench the customer’s desire or help the customer achieve their goal.

Step #4: Begin crafting your marketing message.  Laser focus upon a single Goal/Desire/Problem and outline how your product/service solves this problem.

Step #5: Find the right method of delivering your message to the people who want or need your products or services.

By the way, the 5 steps above are DECEPTIVE in that they appear to be very simple and straight forward.  However, when you get down to implementing these five steps, you’ll find that it takes a lot of time and energy to really explore each step.

I’ve worked with one client who, in our first conversation, informed me that he knew EXACTLY who his target audience was and WHY they chose to work with him.  Eight months (and many hours) later, we’ve learned that the REASONS his clients hire him is a lot more complex than my client (or I) first thought.  As we explore the reasons WHY his clients work with him…. the REAL reasons and not those tired clichés, we’ve been able to craft a new compelling message for his practice.

He was frustrated at first.  He wanted me to magically solve his marketing problems in three phone calls or less.  Now, eight months later, he looks back and sees how much we’ve BOTH learned about his clients and why they choose to work with him.  All because we dug down deep to look beyond the "easy" answers and the clichés.

Once we got to the REAL answers… creating a compelling marketing message was as easy as falling off a log.  Wrestling around in the mud and pinning DOWN those real answers was the hard part.

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Advertising Advertising 2.0 advertising and marketing for small business owners advertising and the web Advertising Effectiveness Affordable Small Business Marketing Strategies Beyond Marketing blog blogging and branding branding branding and entrepreneurs building trust business building business marketing strategies business owner creating a product for a niche audience customer's reasons for buying Customer Service free PR major sale marketing campaign marketing magic marketing messages marketing plan niche market Niche Marketing niche marketing for small businesses niche marketing strategy niche marketing wisdom PR small business small business advertising small business advertising solution small business marketing small business marketing consultant Small Business Marketing Strategies Small Business Marketing Success Online social marketing Social Media Marketing target audience the long term value of a customer transparency viral marketing word of mouth advertising word of mouth marketing

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