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How to Spread the Right Message to the Right People with Your Marketing


Most people skip one crucial step when they’re developing their marketing strategy. They jump straight to tactics, then wonder why their plans don’t work quite so well. And what is that critical step? Well, it’s important to start with who you want to serve. Who would benefit most from what you want to sell? Defining your niche market and then developing the right messaging is vital for the rest of your marketing activities.

So, always start by identifying and knowing your niche markets, because if you don’t know who you are looking to serve, you’re unlikely to be clear in your messaging.


But my products and services are for everyone!

Imagine you really are trying to reach everybody. 

Surely this means you could advertise anywhere and get results. What could you say in a way that every person gets it? And how could you possibly reach everybody? 

You wouldn’t try to, right? And as the saying goes, you risk reaching no one…

One reason we target niche markets is it gives us a focus. It helps determine where we spend our time, energy, and marketing dollars. 

Importantly, it also helps our target markets get clear about where we fit into their world, and that we are there to serve them.


Start with who you serve and how you help them

When I work with clients, we start with who their target markets are, which is a couple of steps back from where most people jump in with their marketing activities. 

Whether you’re already selling, or you’re about to launch a new product or service, what do your potential customers need to hear? What are the main benefits you offer? What are the key problems you solve for them? Who is the BEST FIT for your offerings?

The first two actions when you’re creating or expanding any business are always:

  • Identifying and defining your niche markets
  • Developing messaging for each niche market


How to define your niche market

The three elements of a niche market I look for are:

  • The market is big enough to provide enough clients for your business.
  • The market is small enough that you can become known as the go-to among this group, meaning they talk amongst themselves, have connections, and interact with each other.
  • The market replenishes itself, meaning new people are always coming into the niche.


How your niche markets enable compelling messaging?

Knowing your markets, and getting specific about who they are, helps you not sound vanilla at dinner parties,  vague at networking events, and unclear anywhere else you’re spreading the word.

When you develop the right messaging, it sounds compelling to the people you want to attract. It helps with getting referrals, spreading the word, and knowing what to say in your marketing collateral. 

Imagine saying:

I do social media.

Well, lots of people do that.

Now imagine saying:

I help solopreneur females in Saskatoon who own service based businesses with their social media.”

With this level of specificity when you’re talking to people, you’re giving them the picture of a person and saying “that’s my type of client.” They might know five of those people and be able to introduce you. 

Niche market specificity enables people to place you, not just your markets. 


Key takeaways

With  well-defined niche markets, you can get word of mouth working for you by creating clear, specific, and compelling messaging.

This helps you execute an effective and efficient marketing strategy because you’re speaking directly to the right people you want to serve. 

By saving time, energy, and dollars you’ll be even better positioned to deliver a great experience to the clientele you want to reach.


Time to rethink your marketing even further?

If you’re interested in learning about six other big marketing mistakes people make and how to fix them, join our free Masterclass, “The Shouldna, Couldna, Wouldna of Marketing” and find out how you can rethink your marketing!



The Shouldna, Couldna, Wouldna
of Marketing

Learn the 6 big mistakes you need to fix in your business to finally make an impact



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