With all the craziness around us, it’s more difficult than ever to get anyone’s undivided attention. Too much information, too many choices, over 999 channels, 87 flavors, 701 messages, 3,589,400 search results… won’t somebody PLEASE stop the insanity!??

So, exactly what are we supposed to do to get through the chaos? Most marketers take their generic messages and ((SCREAM)) and ((YELL)) at the top of their lungs at anyone within hearing distance.

Good idea? No.

If you send a message expecting to please everybody, good chance you won’t get anyone’s attention… your words will blend in with the hundreds and thousands of other things we all ignore throughout the day.

Instead, target a specialized market and send a message that will make them think, “Holy Kool-Aid! That’s just what I need!” - and you’ll see an increase in response.

• Instead of writing a book on ‘dating tips,’ narrow it down to ‘dating tips for divorced women.’ Go even further with ‘no-stress dating tips for divorced women over 35 with children.’

• How about ‘used car listings’… try ‘used car listings for teens’? Or ‘10-point inspected used car listing for teens with no down payment’?
• Let’s try one more. We’ll use ‘Internet in a box’ targeted for computer dummies… turn that into ‘Internet SILVER for granny and gramps!’ a great Christmas gift from the grandchildren

By the way, a niche is a “specialized” market. Just because you sell a non-marketing product, it doesn’t necessarily mean you are ‘niche marketing.’

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