Why Niche Marketers Fail

Why Niche Marketers Fail

Why Niche Marketers Fail

Question: are you trying to be a big fish in a big pond... only to find you're a minnow trying to fight the sharks? If you're struggling to make money online, I bet the answer is 'yes'.Is Your Niche Too Large?Is the first question I ask any client who comes to me complaining about lack of traffic and conversions.Why?Because by tacking too big a niche, you inevitably end up making two big marketing errors:First, you are pretty much forced to try to be all things to all men (and women). Imagine you're selling shoes. Which kind of store do you think is going to have the easier time of things? The one catering for runners and other sportsmen... or the general shoe-store which caters for everyone from kids to grannies. Following on from this...Secondly, often you have only one thing left to compete on: price. Why? Because it's very difficult otherwise to sharpen your message enough to make an emotional appeal that's going to strike a chord in everyone. Yes, you can do it if you split your product and service lines up and treat them as individual niches in their own right, but you can't do it all as one big homogeneous mass.The net result of being a minnow in a shark-pool is... you get eaten. Swallowed. And this is never more true than on the Internet where your market is not only truly global but fast moving and 'virtually' mobile -- meaning it's as easy for them to click over to a competitor as clicking on a mouse button.Consider, Internet marketing itself. It's a very, very big pond but it's got some gigantic fish in it too. Now, I'm a pro copywriter and marketer and work with some big clients who send out over 1,000,000 mailing pieces at a time, and even I would think again about going up against the 'gurus' of Internet marketing in a head-to-head.Fortunately, though, you don't have to. True, if you want to make megabucks you've got to have a mega business, and that generally means you've got to carve out a large niche. Oh, it can be done, but it's not a task to undertake lightly and often I wonder if it's worth the price you can end up paying for you success.But what is easy is finding a nice, quiet and very profitable niche you can dominate and even 'own' online. In other words, you can become a big fish -- even the biggest fish -- in a small pond. And of course "small" is relative. My wife has with my help dominated her own small niche -- but it still brings her over 1,000 new visitors a day, about 35 signups to her list, and an income of about $3,000 a month. It's not quite on autopilot (it never is), but it's close.The point I'm making here is... small is relative. The scale of the Internet means even a small niche -- and there are thousands of them out there you could own if you put your mind to it -- can generate a lot of traffic. And the best thing about niche-traffic is it tends to comprise people who are passionate, rabid and...buyers (for example, who do you think is a better website visitor: someone who found you by typing in "cars" or someone who typed in "vintage cars for sale in Dublin" (without getting technical, we're looking at the 'long tail' here, which is a subject for another article).The bottom line is this: there are undoubtedly those fabled riches in niches (although the saying doesn't really work for a Brit like me), and the 'guru' who recently told people to cater for the mass market was wrong (although he had his reasons, and all of them in his own interests, not his clients'). Niche marketing is the way to go, with vanishingly rare exception.Being a big fish in a small pond is easier, much less stress and the market much less capricious.

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