Niche Thyself

Think “everyone” is a potential buyer of your product? Think again and niche thyself.

I know no one wants to be pigeon-holed, but positioning your product or service as everything to everybody is a losing strategy. Instead, focus on your strengths and the audience that stands to benefit the most from them. If you don’t know your ideal customer, research. If your strengths are too varied, categorize them. If your market is homogenous, compete on price and quality.

Besides, your audience has probably already niche you. Challenging that perception with a broad, complex marketing message is like trying to give yourself a nickname. It just won’t stick.