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Finding
and dominating a niche is a great way to build your
online business. Marketing to a group of people
who are interested in something very specialized,
whether parrots or 1967 Mustangs, is a great position,
because all you have to do is make them aware of
you and keep a top-of-mind position with them, and
they will come to you for all their needs in that
niche.
Email
marketing is a great way to gain that top-of-mind
awareness, because people like to buy from businesses
and individuals they're familiar with. If you're
regularly sending out a newsletter they find useful,
as well as good special offers and the occasional
special bulletin or solo offer from someone else
with something they're interested in, they will
look forward to your emails.
Niche
markets are almost always made up of people who
love information. If you've visited a bookstore
or magazine stand lately, you've no doubt seen all
the magazines on collecting, scrapbooking, and fitness.
These are examples of niches, and people buy these
magazines to find out more about their niche.
If
you provide a useful newsletter with information
on your niche, people will look forward to receiving
and reading it.
The
key is that your newsletter should include information
that they're not seeing elsewhere. Many newsletter
editors go to the article directories, pick the
latest articles on their niche, and put them in
their newsletters. If you have custom-written articles
or are more selective in choosing your articles,
your newsletter will stand out for its unique information.
Another
great way to beef up your newsletter is to solicit
questions and answer them in your newsletter. If
your readers don't immediately start sending in
questions, you can create your own questions at
first and answer them in a few issues. Your readers
will quickly start sending you their own questions,
and you can make this a regular column in your newsletter.
In
addition to sending out a regular newsletter, you
may want to consider sending special offers, which
should be very occasional. Remind or inform your
readers about a product or event they may be interested
in, and give them special pricing or a special bonus.
The important thing about special offers is that
they should be an addition to a valuable newsletter,
not a substitute for it.
You
may also want to create a free membership site or
newsletter, and make special offers and additional
information available to members. This helps you
focus on people who are particularly interested
in special offers and further information. By putting
extra effort into reaching these people who are
very active and interested, you increase your response
rates, and your sales, from your newsletter.
Email
marketing may be the single most effective way of
reaching and selling to niche markets, because people
who read a lot about their interests are people
who spend money on their interests, and by giving
them further information, you become not only a
vendor, in their minds, but a respected source of
information. When they get ready to purchase, you
have an advantage simply by being their primary
source of information.
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