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And there are specific publications that he could get free write-ups in, where a percentage of their readers would be interested in that type of thing. Too many times when people think about getting rich with different products and services, they think in terms of “mass markets” instead of thinking in “niches.”
Part of the importance is trying to match your particular product or service with a very specific market for it. In today’s world, specialization seems to be the byword. It used to be you just looked for the lowest common denominator and tried to please everyone and do mass marketing of a generalized product. The big, big companies are hard to compete with (Wal-Mart and Microsoft).
Who’s going to compete with the guy who’s working out of his house selling very specialized things like these antique fishing lures? If you have a little niche, you can learn that whole niche, you can become known as “the guy or the woman who’s a specialist in that area”.
You really get to know the magazines, the mailing lists, you get a website that’s very special. You have a niche. And yes, niche marketing is a big thing these days. Instead of mass producing, mass marketing some generalized item, you can sell something that’s very, very specialized. It’s thinking small - it’s so small, it’s just a little slice of the whole market - but it’s enough to support you in style
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