Be The Expert In Your Niche That Everyone Knows
It is not easy to stand out in your field because with a global economy there is more competition than ever
. Even in your local market, any one of your clients can go on line and hire a business coach, consultant, copywriter or social networking maven in Toronto or San Francisco rather than you. The number of businesses competing for your niche has increased and you cannot even declare a local advantage.
Even so some business owners are easily able to attract clients and build their prospect list with seemingly no trouble. It seems that their name is relatively well known on the Internet and people do search for them. To get to that place, to be a little famous, you first need to ask yourself do my prospects really know what I do? Have I been able to target my message to people who are likely to be my clients or customers? Am I giving these folks quality information so they will continue to find out what I have to say? Do I look different from my competitors? When a local paper or trade journal or radios program does a story on my area of expertise do they call me?
If you can answer YES to these questions you are headed in the right direction.
If you cannot, you need to learn more about:
Targeting your best prospects,
Establishing your unique market niche,
,Establishing yourself as the best solution,
Maintaining your visibility,
Enhancing your credibility,
Improving your reputation.
Everything you've ever read about marketing and being successful in business has recommended that you need to find a niche. Physicians do that; they have specialties such as cardiology, or gynecology or pediatrics or even the family practice practitioner. That has become an elite specialty because few physicians are choosing that type of medical practice. Attorneys also have their specialty: family law, divorce, commercial real estate or tax. They understand it is too difficult to be an expert in the law about everything.
Maybe you are a business coach. Who would be your most favorite client? Would you prefer working with other coaches, single moms, business owners, or those business owners who own or manage health clubs? Are you getting the drift? Once you find your niche it becomes a lot easier to focus your marketing efforts. The more you specialize, the more your market will see the value of what you do because you speak directly to their situation. Each time you post a blog, or write a report, or give a seminar you are honing in on your niche. You are speaking to their unique needs and becoming an import resource to them. You are building a relationship with your list, with your prospects.
How you go about providing the information will provide you with your brand. Dr. Ruth Westheimer and Dr. Phil both talk about the same subject matter but their brands are very different. Emeril Lagasse and Bobby Flaye from the Food Network are both chefs and they both own famous restaurants but their brands are different. You do not get those two mixed up.
So my question to you is what are you going to do to establish your brand? And you are probably asking me so why is a brand so important? It's important because it separates you from your competition. I want to be known, for example, as the marketing expert who shows businesses and professionals how to market with content. I want to be described as the marketing guru who gives you more than you expect.
In other words I am giving people something to trust and something that says I understand the needs of my clients and I will deliver value to them over and over again. One of the best ways to earn credibility is by branding yourself as the expert and showing your clients and prospects that you understand their industry, their field, and their needs. Then you can tell them you will help them meet those needs.
by: Ruthan Brodsky
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