By Bob Leduc
Want a simple, low-cost way to boost your sales?
Just uncover the narrowly defined sub-markets hidden in your main
market. Then create special versions of your advertising to focus on the
specific needs of prospects in these hidden market segments.
1. How to Find Your Hidden Markets
Start by evaluating your existing customers. Look for groups of customers
with similar characteristics you do not currently cater to in your advertising.
Then create new versions of your sales message appealing to their
specific needs. You will attract a lot more customers just like them.
For example, the owner of an accounting service marketing to small
businesses noticed that many of his new clients were landscapers or
insurance brokers. Therefore he created separate web sites highlighting
the unique benefits his service provided to clients in each of these
The two sites looked similar, but their sales content was customized to
appeal to the specific needs of potential clients in each market. Visitors to
either site probably assumed he specialized in working with companies in
their industry. Within 2 months he was able to increase the number of new
clients from each group by over 25 percent.
Tip: You can also narrow the appeal of an existing web site without losing
its effectiveness with your main market. Just create customized web
pages for each market segment you want to target. Then add a link to
each of these specialized pages on your home page.
2. Adapt to Your Customers and Become a Specialist
As you work with a lot of customers and prospects in a narrowly defined
market, you gain special insight into how they think and what they need.
You will be able to communicate with them as in "insider" using their own
special vocabulary and style.
Prospects and customers will think of you as being "one of us" ...a
specialist who caters to their unique needs. They will want to do business
with you because you understand their special situation and know exactly
what they need.
As a specialist you also eliminate much of your competition...even if their
prices are lower. Most customers will pay a little more to buy from a
specialist so they can avoid the risk of doing business with a competitor
who has little or no understanding of their special needs.
Bonus: When you deliver results as a specialist you also establish yourself
as an expert in your field. Customers will proudly refer other prospects to
you. They appreciate what you did for them and are confident you will
deliver the same results for others.
You can boost your sales significantly by using the two simple, low-cost
steps revealed in this article. Just (1) identify the narrowly defined sub-
markets hidden in your main market. Then (2) become a specialist
catering to the unique needs of the customers in each of these sub-
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