Kuzmeski is a big believer in the power of the niche. In fact, in Red
Zone Marketing she makes specific niche positioning the first component in
her five-pronged SCORE formula for winning new clients.
"Never, never, never try to be all things to all people," she
asserts. "Try to please everyone and you'll please no one. We've all
heard this principle, but few companies truly act on it. When they do,
however, the results are amazing.
As Kuzmeski writes in her book, "The word 'niche' is defined as 'a
situation or activity suited to a person's ability' . . . Interestingly
enough, the word itself is derived from the French se nicher, which is
translated as 'to build a nest.' Finding your niche in the business world is
exactly that: building your nest."
So finding your niche—be it a geographical area, a particular industry
or a subset of a certain category of clients (divorced men with kids?
physically challenged business travelers? professional women with no time to
cook?)—should be a relatively simple process. Where you may be falling
short is in marketing to that niche.
In her book, she recommends that a business owner call him or herself a
specialist. And then use the specialist concept to offer to speak to local
groups and even those in other cities while on business trips.
Kumeski also recommends that business owners offer their services for
free as a promotion.
Through her new book, Red Zone Marketing, Maribeth Kuzmeski offers some
innovative ways to readers to sell their services to that exclusive group of
prospects that make up their niche.