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BizSuccess Breakthroughs for
February 2, 2000
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Take a minute to visit our sponsors for this issue. They keep this
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++++++++++++++++++++++++++
TABLE OF CONTENTS
++++++++++++++++++++++++++
..WELCOME to BizSuccess Breakthroughs
..THIS ISSUE'S MESSAGE - "What Business Are You REALLY In?"
..SPOTLIGHTS - Products and Services for you and your enterprise
..QUOTES - To Get You Thinking
..THE FUNNIES - On the Lighter Side of Business
..MORE RESOURCES AT BizSuccess.com
..PUBLISHER CONTACT INFO
..YOUR COMMENTS PLEASE?
..SUBSCRIPTION INSTRUCTIONS
++++++++++++++++++
WELCOME
++++++++++++++++++
Hello. Gary Lockwood here. Sometimes, I get so busy doing lots
of different types of engagements for clients that I lose focus of
my real niche. In this issue our guest author, Susan Carter,
discusses the art of niche marketing and why it's important to your
bottom line success. Read more about Susan at the end of her article.
My hope is that you use the ideas and information in these
BizSuccess Breakthroughs broadcasts to get the results you really
want. If you want some help in putting them into practice, or if you
have questions, email or call me.
One small request? Please take a moment to forward this issue
to a few friends and colleagues. (or to LOTS of friends and
colleagues <G> Thanks!)
SUCCESS to You....
Gary Lockwood, Your Business Coach
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++++++++++++++++++++++++++++++
THIS ISSUE'S MESSAGE
++++++++++++++++++++++++++++++
"What Business Are You REALLY In?"
When asked "what business are you in" many business
owners often identify an industry. You might answer, "I'm a
computer consultant" or "I have a pet grooming shop" or
"I write an online newsletter." But claiming to be part of an
industry is not what attracts customers. Customers come to
you because you offer a specialty. For instance, you are the
computer consultant who specializes in dental office
computer networking. Customers come to you because you
specialize in grooming award-winning poodles. People read
BizSuccess Breakthroughs because it specializes in
providing small business advice that helps solve problems!
Niche marketing--choosing a specific target audience and
speaking directly to it--brings you three things:
1. More customers
2. Qualified buyers
3. Repeat business
Why? Because you're filling an IMMEDIATE need.
Some of my clients hesitate to market as a niche business.
"We can do it all," they argue. "Why should we market just
one aspect of our business?" So, I ask them this one question:
When YOU are the customer, how do YOU buy products or
services?
For instance, let's say you need a lawyer to help you with a few
legal matters as you set up your new catering business. What
do you do first? You might ask a few friends and associates
for referrals. You ask things like, "Does he/she deal with a lot
of small businesses?" "Can he/she help me draw up client,
employee and independent contractor agreements?" "Can
he/she help with securing the business to pass on to my
children?" These questions define very specific criteria-a
niche. You are looking for a company that provides very
specific services to fill an immediate need.
In addition to asking for direct referrals, you might also look
in the yellow pages. Which ad are you mostly likely to
respond to:
Ad #1: "1998 recipients of the prestigious 'We've Got You
Covered'
service quality award."
Ad #2: "Big or small-we do it all"
Ad #3: "We specialize in family-owned businesses"
Ad #4: "Your business partners for contract law and
succession
planning"
I would bet big money that most of you would call the
companies who placed Ads #3 and #4. Why?
Because Ad #1 talks about a two-year old award that
doesn't mean much to the potential customer. A service
quality award is nice but it doesn't say anything about how
that helps the customer.
Ad #2 is too general. Do you really want a firm that tries to
be all things to all people? Or do you want a firm that
understands YOUR specific business needs?
Ads #3 and #4 tell you exactly what they do best. Don't you
deserve an expert working on behalf of your business?
So do YOUR customers!
Niche marketers win over their competition because:
1. They know who their primary customers are,
2. They know what those primary customers want,
3. They give those customers what they promise.
You will get more qualified customers coming to your
business if you consciously develop a specific niche market.
This doesn't mean you can't "do it all". The point is to lead
with what you do best. Once you attract customers to your
business because of your specialty, you can introduce them
to the other products or services you offer.
Here's one of my favorite examples of terrific niche
marketing. A local surplus store here in Minneapolis/St. Paul
has been running commercials that perfectly hit its niche
market of customers. It's one of the best ad campaigns I
have seen in a long time. Here's the winning slogan that
gets the attention of its target market:
"For people with nothing to do, and all day to do it."
Does it work? Well, this little run-of-the-mill, 'one-man's-
trash-is-another-man's-treasure' surplus store has grown to
four locations in the metro area. Can you say the same?
So I ask you again, "What business are you REALLY in?"
Once you know the answer, you're well on your way to
attracting more customers-and bigger profits.
--------------
Susan Carter is a small business operations and marketing
consultant and author of How To Make Your Business Run
Without You.
Visit: http://www.successideas.com/index.html
for more business-building articles, sample book chapters, and
a free subscription to her monthly e-zine focused on doing more
with less in both on-line and off-line business development.
+++++++++++++++++++
SPOTLIGHTS
+++++++++++++++++++
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************************
MIND YOUR OWN BUSINESS!
Action-minded business owners learn step-by-step, business-building,
how-to information with the Mind Your Own Business Digest. 20+ pages
in every issue! Sample at:
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--
Advertising information at:
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************************
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************************
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************************
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************************
BizBooks
The Newsletter from the Cooperative Business
Bookstore.
http://www.capital-connection.com/bsbookstore.htm
New authors, book reviews, business tips and informative articles.
To subscribe please send a blank e-mail to
mailto:bizbooks-subscribe@topica.com
************************
Hypnotize Someone with Words Alone?
Is it really possible to hypnotize someone with the power of words
alone and get them to obey your commands? If you could apply this
power to your life, what would this mean? More sales? Promotions?
Better friendships? Click on the link below to learn about the
secrets
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************************
DISCLAIMER
Although we make an effort to check out the advertisements in the
Spotlight section, we cannot assume responsibility for the actions
of our advertisers.
+++++++++++++++++++++++++++++++++
QUOTES To Get You Thinking
+++++++++++++++++++++++++++++++++
There's nothing so useless as doing efficiently
that which should not be done at all.
Peter F. Drucker
Be braver -- you can't cross a chasm in two small jumps.
David Lloyd George
There is one thing stronger than all the armies in the world,
and that is an idea whose time has come.
Victor Hugo
Life is a great big canvas; throw all the paint you can at it.
Danny Kaye
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THE FUNNIES
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Stop by our website every day to see the Business Cartoon
of the Day by Ted Goff. http://www.bizsuccess.com/cartoon.htm
REALLY, REALLY BAD HEADLINES
Double Meanings From Around The World
-------------------------------------
March Planned For Next August
Blind Bishop Appointed To See
Lingerie Shipment Hijacked--Thief Gives Police The Slip
L.A. Voters Approve Urban Renewal By Landslide
Patient At Death's Door--Doctors Pull Him Through
Latin Course To Be Canceled--No Interest Among Students, Et Al.
Diaper Market Bottoms Out
Croupiers On Strike--Management: "No Big Deal"
Stadium Air Conditioning Fails--Fans Protest
Queen Mary Having Bottom Scraped
Henshaw Offers Rare Opportunity to Goose Hunters
Women's Movement Called More Broad-Based
Antique Stripper to Display Wares at Store
Prostitutes Appeal to Pope
Teacher Strikes Idle Kids
Lawyers Give Poor Free Legal Advice
Juvenile Court to Try Shooting Defendant
Fund Set Up for Beating Victim's Kin
Killer Sentenced to Die for Second Time in 10 Years
Cancer Society Honors Marlboro Man
Nicaragua Sets Goal to Wipe Out Literacy
Autos Killing 110 a Day--Let's Resolve to Do Better
20-Year Friendship Ends at Altar
War Dims Hope For Peace
If Strike Isn't Settled Quickly, It May Last A While
Cold Wave Linked to Temperatures
Half of U.S. High Schools Require Some Study for Graduation
Blind Woman Gets New Kidney from Dad She Hasn't Seen in Years
***excerpts from: http://www.joker.org/
***
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RESOURCES AT BizSuccess.com
++++++++++++++++++++++++++++++++
The BizSuccess Store
Products for Your Business Success
At the BizSuccess Store, you'll find products that will help you
achieve success for your enterprise. All these products are
guaranteed for your satisfaction.
Click to: http://www.BizSuccess.com/products.htm
+++++++++++++++++++++++
PUBLISHER INFO
+++++++++++++++++++++++
Gary Lockwood is Your Business Coach.
Helping business owners, entrepreneurs, and professionals
to get all they really want from their enterprise.
(800) 272-1575 (USA) - 909/984-3344 Fax: (815) 361-3041
Email: mailto:Gary@bizsuccess.com
Visit our website at http://www.bizsuccess.com
Grow your business, make more money,
have more fun!
++++++++++++++++++++++++++++++
YOUR COMMENTS PLEASE?
++++++++++++++++++++++++++++++
I appreciate feedback, corrections, and comments about anything
mentioned in BizSuccess Breakthroughs. Please send your thoughts to:
mailto:Gary@bizsuccess.com
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