You’ve probably heard the idea that you need to find a niche market then dominate it with your superior marketing skills. “Be the big fish in the small pond”, they say. Frankly, that idea is just the tip of the iceberg when it comes to setting up a business on the Internet.
Finding a profitable niche sounds like a simple thing at one level: All you do is type in some keywords from your niche into a Google search and see what comes up. If you see that there are a lot of websites using that keyword, then you are on the right track. If you see that there are a lot of Google AdWords ads (on the right side of the page) then you know there is money to be made. People wouldn’t be advertising there if they weren’t making money.
But if there is a lot of competition in that keyword niche already, how do you get your foot in the door and get the customer instead of your competitors. The approach that a traditional marketer would take in this situation is to go in with stronger copywriting skills and a better conversion strategy. No doubt, that would work, but since this article is specifically about Internet marketing, we have more options.
The thing to do is to focus in on the “buying keywords”…very specifically related to the hot selling product.
How do you do that?
You Google a keyword then look for the products your competition is marketing in the organic search results as well as in the AdWords ads. Find the best product/service among what your competition is offering. Then focus in on the specific benefits offered by that product that would appeal to a specific person that would be the ideal customer for that product.
Remember, every product has its own set of features and benefits. Each feature and benefit has its own pros and cons. You need to focus in on each specific benefit and figure out who the ideal customer would be for that product, based on that one benefit. Instead of marketing that product as a whole focus in on a specific benefit that differentiates it from the crowd.
Then you go out and find the keywords that relate specifically to that benefit alone.
Don’t go after selling the whole product (initially). Find the keywords that relate specifically to that one specific benefit that no other product is offering. You can do that when marketing on the Internet because every keyword has its own “following”. It takes a certain type of person to type in a keyword. Tie your benefit to the person who would use that specific keyword.
If you optimize your campaign to target those keywords for organic search engine listings or for AdWords ads you will sell lots of product.
Your competitors will be fighting it out for the main keywords that relate to the whole product. All the while you will scooping up the easy sales that relate to a much smaller portion of the market that is interested in the very specific benefit that appeals to them. It’s a benefit that makes it stand out from the rest of the products.
In marketing warfare terminology this is called a “flanking attack”. This is where your opponent is much stronger than you and you don’t stand a chance to beat in a head-on confrontation so what you do is eat away at their strength from the sides and the back where they have the least defenses.
Once you have found a selling system in the “flanks” you can try that same pitch with the more mainstream keywords. I think you will be amazed that the sales letter and sales funnel you have designed for the fringe keywords work quite well for the main keywords as well.
Why is that?
This is because in the process of focusing in on a very specific benefit and relating it to your very specific audience, you have brought out the benefit in such a way that a larger audience can understand and appreciate it. You have focused in on a benefit that differentiates a product from the rest. It is easier for people to select your product from the crowd because you have made the difference obvious and they can easily see it.
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