I have written about Niche Marketing before. It is a subject that business owners often question me on. Some fail to see that narrowing the focus of their business could be the clue to unlocking the next phase of their growth. The challenge they face is having the bravery to reduce the scope of their proposition and of their marketing communications in order to improve effectiveness – substantially. Marketing Psychology The problem is people’s heads. The human brain actively works against us when we are trying to build links from one business specialism to another. Human brains have a self-organising function. This self-organising function automatically sorts new data without people having to think about it. As a huge filing system the brain is wonderful. Information is sorted, digested and stored in a logical and easily retrievable way. We classify and interpret new information by looking for similarities with what is already on file. This means that when we see something new our brain automatically starts looking for “Where have I seen this or something like it before?” When the brain finds something, it opens the existing file and uses the stored memories as a point of reference to generate thoughts and to make decisions. Our brains automatically place us in a narrow channel of thinking – much like the constraints of river banks on a river. It is up to us to ensure that any specialism in our services or target customer works in our favour – not against us. Why is This Relevant When we are expecting prospects and suspects to remember our business and to call us in to solve a problem, we are relying on their ability to retrieve information from the human filing system. When we leave it entirely to the audience to decide where to classify our business, then the probability that we get remembered or considered for a project is substantially reduced. Our prospects and suspects are subject to torrents of information – every day. They will not remember everything they read or see. Some of the things they read will be marked as useful and stored for future use. If your business is: Seen as expert in a specialist area And then filed correctly in the human filing systems you are targeting Then you stand a much better chance of being remembered when there is an opportunity for you. You also stand a much better chance of being taken seriously when you approach a prospect on a speculative basis. In Practice – Niche Marketing Means Ensuring your offer is a great fit for your target market You promote your business to the people who are most likely to buy It does NOT mean – turning away profitable work from people outside your niche! This was a guest post by Paul Fileman of Results-Zone . Results-Zone bring extensive knowledge and experience gained in Blue Chip organisations to businesses like yours. They ensure that your business is fully exploiting a well thought through operating plan. They work alongside you and your team – as business results managers

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