A Small Market Doesn't Mean Small Effort

By Andrew R Michaels

There are a variety of great reasons why you should check out a niche market for your company.

Unlike the larger markets, a niche market allows you to place a greater focus on your customer base because you have a smaller customer base to work with. Think about a classroom and the number of students in it.

As the number of students goes up, the pressure put on the teacher to get the best education to all of them goes up as well. The teacher's time has to be split among a lot more people, which means the attention given to each will naturally go down. On the other side, when the numbers are low, each person is able to get that much more attention, and so will learn a lot more from the classroom.

This applies specifically to the business world, and is a good showcase of what makes a niche so effective. All of your marketing is honed in on that smaller market, so you'll be able to create ads much better suited to your market than you would normally be able to.

But there are problems to consider, and the main purpose of this article.

See, what often happens is the company focusing on the smaller market starts putting less attention into their marketing because they have a smaller audience to appeal to. Let's use postcard printing as a more specific example.

Now, if you have a large audience you're naturally going to need to spend more money on your postcard printing, and be forced to try to make a single postcard that appeals to a wide variety of people, or go to the added cost of designing multiple postcards for each part of the population.

If you instead focus on a niche you're now able to send more postcards to this small group, and all of your postcards can be specific to them. But many companies choose to spend less money and time on their marketing because they have fewer people to focus on.

Instead you need to keep your effort the same. That way you have a better chance of securing sales because that much more attention is being given to a smaller pool of people. You'll have a much higher success rate in the end.

Send out more postcards over a shorter period of time, or stretch your marketing into multiple forms of marketing at the same time, while still focusing on the same niche market. Through these methods you aren't giving the niche less of your attention than you would the large market, and by doing so you're going to have more sales to show for it.

A niche means a more focused message, but it doesn't mean you should give your marketing less attention. If you do that than you're wasting the true potential of a niche market.

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