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Email: ByBobLeduc@aol.com
Uncover Your Hidden Markets
Copyright 2004 Bob Leduc
http://BobLeduc.com
Want a simple,
low-cost way to boost your sales? Just uncover the narrowly defined
sub-markets hidden in your main market. Then create special versions of your
advertising to focus on the specific needs of prospects in these hidden
market segments.
1. How to Find Your Hidden Markets
Start by
evaluating your existing customers. Look for groups
of customers with
similar characteristics you do not currently cater to in your advertising.
Then create new versions of your sales message appealing to their specific
needs. You will attract a lot more customers just like them.
For
example, the owner of an accounting service marketing to
small businesses
noticed that many of his new clients were
landscapers or insurance brokers.
Therefore he created separate web sites highlighting the unique benefits his
service provided to clients in each of these businesses.
The two
sites looked similar, but their sales content was
customized to appeal to
the specific needs of potential clients in each market. Visitors to either
site probably assumed he specialized in working with companies in their
industry. Within 2 months he was able to increase the number of new
clients from each group by over 25 percent.
Tip: You can also narrow the
appeal of an existing web site
without losing its effectiveness with your
main market. Just
create customized web pages for each market segment you
want to target. Then add a link to each of these specialized
pages on
your home page.
2. Adapt to Your Customers and Become a
Specialist
As you work with a lot of customers and prospects in a
narrowly defined market, you gain special insight into how they think
and what they need. You will be able to communicate with them as in
"insider" using their own special vocabulary and style.
Prospects and
customers will think of you as being "one of us" ...a specialist who caters
to their unique needs. They will want to do business with you because you
understand their special situation and know exactly what they
need.
As a specialist you also eliminate much of your competition
....even if their prices are lower. Most customers will pay a little
more to buy from a specialist so they can avoid the risk of doing business
with a competitor who has little or no understanding of their special
needs.
Bonus: When you deliver results as a specialist you also
establish yourself as an expert in your field. Customers will proudly
refer other prospects to you. They appreciate what you did for them and are
confident you will deliver the same results for others.
You can boost
your sales significantly by using the two simple, low-cost steps revealed in
this article. Just (1) identify the narrowly defined sub-markets hidden in
your main market. Then (2) become a specialist catering to the unique
needs of the customers in each of these sub-markets.
Bob Leduc spent 20
years helping businesses like yours find new customers and increase sales.
He just released a New Edition of his manual, How To Build Your Small
Business Fast With Simple Postcards ...and launched *BizTips from Bob*, a
newsletter to help small businesses grow and prosper. You'll find his
low-cost marketing methods at: http://BobLeduc.com
or call: 702-658-1707
After 10 AM Pacific Time/Las Vegas, NV
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