Things you might not know about niching your business

One of the big popular “things you’re supposed to do,” is to “niche” your business.

Since there are so many misconceptions about this, I thought it would be helpful to clarify a number of these things, and perhaps dispel the myths about them.

Nothing like a little clarity every now and then, so here goes:

First of all, you don’t “have” to go into a niche business in order to make money. For example, I’m a generalist in one of my businesses (, market-wise… but what I do is incredibly specialized. (emotional direct-response copywriting and marketing strategies)

My other business, ( offers a specialized service (marketing and lead generation) to a specialized niche (Loan Officers). And in fact, even within the niche group of loan officers, we have a specialized niched marketing area — currently an ARMs refinancing program, next up on deck, reverse mortgages. As opposed to just “homeowners.”

But what most people get confused about, is that you don’t necessarily have to be a “niche” business, per se . What you want to have, is niched marketing.

So for instance, if you handle lots of people who are divorced, your knee-jerk reaction might be to specialize in working with “divorced families.” (Oxymoron?)

But the smarter thing to do would be to create two different marketing programs — one specifically geared towards divorced men… and the other towards divorced women. This way you can basically use the same system, and with relatively minor tweaks in processes and in your communication, tailor your messages to really connect with each of the unique people in both of these “niches.”

See, the closer you get to addressing the most important problems and wants of each individual prospect you’re working with, the greater your perceived value to them is.

Make sense?

Just look at it this way: if you’re a parent, do you want to live in a great family neighborhood, or just a great neighborhood?

One word, big difference.

But remember, it’s these little one-word subtleties in life, that separate good from great.

So go get ’em.

Now go sell something, Craig Garber

P.S. 15 Free Gifts — watch ’em on the goofy video. This month, 12 live copywriting and marketing examples, including the unusually evasive “lift letter” – yours free when you try Seductive Selling at

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About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 104 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)