Uncover Your Hidden Markets

by Bob Leduc

Uncover Your Hidden Markets
Copyright 2004 Bob Leduc
http://BobLeduc.com

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 businesses.

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-markets.

Bob Leduc spent 20 years helping businesses like yours find
new customers and increase sales. He just released a New
Edition of his manual, How To Build Your Small Business Fast
With Simple Postcards ...and launched *BizTips from Bob*, a
newsletter to help small businesses grow and prosper. You'll
find his low-cost marketing methods at: http://BobLeduc.com
or call: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV

About the Author