This article on niche marketing is not like the other articles you've read. Why?

Because all the hype about niche marketing is nothing new. The only half-way new part of it is that some people tagged the word 'niche' onto it. Cute term.

Before someone tagged the word 'niche' onto this aspect of marketing (trying to sell you something you don't even need,) people in the real (non-Internet) world called it 'segment marketing.'

You'll do much better in segment (niche) marketing than you'll do trying a broad - market approach. Take that to the bank.

Same Thing, Different Day

Segments (niches) are simply groups of people and businesses who have similar interests, wants, and needs you can find and identify. Segments require precision and produce profits.

One immediate segment is your current customers. Selling this segment more or more often will always be easier than finding new customers. But if you want new clients, that's doable, too.

Finding Your Segment (Niche) Keywords

Online, all you need to do is find the specific keywords that match what your target market is looking for. Many (most?) times, these terms are not what you'd expect.

Then you simply optimize your site and marketing for those keywords. Frankly, there's nothing hard about it if you know what to do.

Point: optimize your site for more specific (segmented) keyword phrases, not general catch-all phrases.

You can find everything you need at Overture.com - and it's all free. You can look for 'left-handed Florida golfers' as opposed to 'golf.' Be specific.

More targeted keywords in your keyword phrase equals more specific segment (niche) traffic.

Targeting your proper keywords will generate a lot more qualified traffic. Simply go after the people who are looking for your keywords. Now you have the right audience looking for you.

You'll Spend Less and Make More

On purpose, you'll get less traffic overall, but the traffic you get will be MUCH more likely to buy from you. The most important thing you'll do offline or online is to identify your hot target market before you do anything else.

The opposite of this is 'shotgun' marketing' or 'shoot-and-pray' marketing where you're convinced your product is so good people will beat a path to it ... or that it will sell because YOU think it's great. These marketers spend fortunes on branding as opposed to direct response ...

Nope. Don't do it.

Nothing is More Wrong

Segment (niche) marketing is very cost-efficient and usually has high ROI. All you have to do is give people what they're looking for. Give them what they think they want. Give them what they think they need.

(People who try to sell you some expensive something to teach you this are wrong in doing that - unless you're too lazy to do it yourself.)

Next, tell people what they want to hear (but be sure it's the truth.) If you did your research, this is also easy. Use words they identify with to solve problems they have now.

Don't tell them how great you are. Don't plaster your logo all over the place. Most people just don't care. Tell them how fulfilled their life will be when they use your product. People buy benefits ... and could care less about you or your product's features.

If you're not sure what to do, invest some time and go spy on your competitors. This is also very easy to do if you know how. See what they are doing, and copy it. View the source code on their websites. Make test offers. Try test copy. Create tests and measure the results.

And - if you can't find any competition, more times than not that's a bad sign. The likelihood that you'll come up with something that's never been tried before is pretty small. So if no one is doing what you want to do, there might not be any money in it for a variety of reasons.

To close - remember that you'll do much better in segment (niche) marketing than you'll do trying a broad - market approach. Since you aren't Crest, Nike, Listerine, Kleenex, or Tide - and you don't have a billion dollar PR budget - this might make sense for you to go after specific segments (niches.)

And one more thing - finding what people want and need is very simple. But if for some reason you can't manage that - just ask them.

Or just go to your local Barnes & Noble bookstore. Check out the magazine rack and bestsellers list. Or go to Overture.com. Or buy a list. Or do targeted ezine solo ads. You can find everything you need to get started in these places - without lining the guru's pockets and increasing your credit card bills. One last promise I'll make you is that this will cost you something. You'll invest your time, your dollars, or both.

You'll also have to learn how to build long-term, profitable relationships. So don't fall for the crap that says you can do it all really fast and free while hanging around in your underwear.

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About the author:

Author of the unprecedented "First Contact Secrets" and consultant to well-known Internet and Offline Marketers for branding, positioning, affiliate programs, product launches, and all things sales and marketing