Your,Niche,Not,Client,you,have marketing Your Niche is Not Your Client
Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t
If you have resisted picking a niche because you thoughtit would limit your options, I have good news. Choosing a niche can give you more flexibility than you thought possible,and more options for new business than you can imagine!Here's how - your niche is not who you work with. Your niche is not your marketing message either. Okay. SO what is a niche? Sometimes the easiest way to describe something is to say what it's not, so here goes: Your niche is not who buys your service - that is your Choice Client. Your niche is not your tag line - that is your Key Overriding Message.I define your niche a little differently than a lot of other marketing folks, but the way I define it gives you loads of flexibility and creativity instead of trying to box you in.Your niche is the heart of what you do. It's the core result you deliver to your clients. I call it your Core Deliverable. For example, my core deliverable - my niche - is making marketing easy. It's not a fancy tag line and it doesn't say who I deliver my service to, but it is the heart of what I do.Right now I'm in the middle of teaching the concept of Core Deliverable and Key Overriding Message to a group of Interior Redesigners. Here is an example from one of the course participants that perfectly illustrates the difference betweenthem -Virginia's core deliverable is: "Achieving a comfortable, attractive home you love to spend time in."Her Key Overriding Message is:"I turn an 'okay' room into an 'I love it!' room!"Sometimes, you can get lucky and both your Core Deliverable andyour Key Overriding Message are one and the same. Debra's example is a good one. Hers is: "I turn mundane space into sacred space."You'll notice that none of these examples includes a title. Being a coach, a designer, a broker or an agent is not a core deliverable. It's just a title that's feature-rich but benefit-poor.What's so exciting about focusing on your Core Deliverable as your niche, is that it leaves you free to create many ways of delivering it, and to create many different choice clients. Core Deliverable melts any resistance from niche skeptics aboutlimiting their choices. So what is your Core Deliverable? Remember not to make it a marketing message that comes later. And don't be surprised if figuring out your Core Deliverable is easier than you think.Now it's your turn!
Your,Niche,Not,Client,you,have