Title: Get Rich in a Niche
1Get Rich in a Niche With Ilise Benun Peleg Top
2A little about us
Marketing Mentor was founded in 2004 by Ilise
Benun and Peleg Top with this simple
mission To help the creatively self employed
learn how to market and promote their services,
get their ideal clients and grow their
business.
3A little about us
- Self-employed since 1988
- Full-time mentor to the creatively
self-employed. - Author of 6 books on marketing
- Frequent contributor to HOW Magazine and speaker
at national conferences
Ilise Benun
4A little about us
- Owned a design firm for 17 years
- Self taught designer and business owner
- Founded the Los Angeles chapter of Graphic Artist
Guild - Author of 2 design books
- Frequent speaker at HOW
- A newly trained chef
Peleg Top
5Our new book! (coming soon)
6Our agenda for this hour
- The big idea Get Rich in a Niche
- Why focus on a market?
- How to choose a specialty?
- Define your market
- Is the market viable?
7Everything you hear today comes from
our experience
8Marketing is a lot like exercising We never find
the time for it We feel guilty when we dont do
it We know its good for us We know what will
happen if we dont But yet its never a
priority!
9Marketing is most effective when you focus
10Find your niche!
11Best advice I ever got Get rich in a niche.
12Specialize!
13Specialize!
Unless you have bottomless pockets and unlimited
time, you must choose a market segment and stay
there until you own it.
- Chris Coleman, The Green Banana Papers
14Specialize!
Dont try to be everything to everyone
- Randy Smith, CEO, By Design, Inc.
15What happens if you dont specialize?
- Your marketing is scattered and haphazard
16What happens if you dont specialize?
- Your marketing is scattered and haphazard
- You dont know where to focus your marketing
17What happens if you dont specialize?
- Your marketing is scattered and haphazard
- You dont know where to focus your marketing
- Youll be a blur in the mind of your prospects
18What happens if you dont specialize?
- Your marketing is scattered and haphazard
- You dont know where to focus your marketing
- Youll be a blur in the mind of your prospects
- Your prospects dont develop that essential trust
in your services.
19Your specialization can be Horizontal or Vertical
20Horizontal Specialize in a product or
medium (Annual Reports, Websites)
21Vertical Specialize in an industry (Health, Non
Profit, Retail)
22WHY You must focus on a market if you want to
succeed in business
23Fame Youll become known as an expert in your
area of focus.
24Fame Youll become known as an expert in your
area of focus.Fortune Youll command higher
fees for your expertise.
25Fame Youll become known as an expert in your
area of focus.Fortune Youll command higher
fees for your expertise.Choice Youll get the
work you want instead of taking whatever comes
along
26Fame Youll become known as an expert in your
area of focus.Fortune Youll command higher
fees for your expertise.Choice Youll get the
work you want instead of taking whatever comes
along Success Youll achieve your personal and
business goals
27Everything flows from the market.
28You can dominate the market
29You can charge more (and theyll pay)
30You can attract collaborators and employees
31Its not about you (and it will never be).
32Its not about you (and it will never be).
33Your client will ALWAYS want to know How can I
get what I need?
34Your goal is to be there In their moment of need
35HOW To choose a specialty STRATEGIES
36Build on the foundation of your expertise
37Start out broad and evolve your specialty
38Focus on an industry and offer them multiple
services
39Focus on skills you have that can fit a specific
need
40Focus on companies of a certain size
41How to define your market
42- Make a list of 10 (or more)
- possible markets then
- ask these questions
- How many prospects are there (locally,
nationally, globally
43- Make a list of 10 (or more)
- possible markets then
- ask these questions
- How many prospects are there (locally,
nationally, globally) - What is the average project, purchase size or
value
44- Make a list of 10 (or more)
- possible markets then
- ask these questions
- How many prospects are there (locally,
nationally, globally) - What is the average project, purchase size or
value? - How often would they need your services?
45How to determine if the market youve chosen is
viable
46- What is the current state of the market?
47- What is the current state of the market?
- Are they in growth mode?
48- What is the current state of the market?
- Are they in growth mode?
- What size and of what type are the projects
available through this market?
49- What is the current state of the market?
- Are they in growth mode?
- What size and of what type are the projects
available through this market? - Are they the kind of projects that you enjoy and
are capable of doing? Or do the projects conflict
with the kind of work you normally do?
50- What is the current state of the market?
- Are they in growth mode?
- What size and of what type are the projects
available through this market? - Are they the kind of projects that you enjoy and
are capable of doing? Or do the projects conflict
with the kind of work you normally do? - Do they know they need your services?
51- What is the current state of the market?
- Are they in growth mode?
- What size and of what type are the projects
available through this market? - Are they the kind of projects that you enjoy and
are capable of doing? Or do the projects conflict
with the kind of work you normally do? - Do they know they need your services?
- Are there other service providers like you
already serving this market?
52- What is the current state of the market?
- Are they in growth mode?
- What size and of what type are the projects
available through this market? - Are they the kind of projects that you enjoy and
are capable of doing? Or do the projects conflict
with the kind of work you normally do? - Do they know they need your services?
- Are there other service providers like you
already serving this market? - Do you like the people?
536 Steps to Introduce Yourself to a Brand New
Market
54Step 1 Do your research
55Step 1 Do your research Step 2 Attend a few
events
56Step 1 Do your research Step 2 Attend a few
events Step 3 Join the trade group
57Step 1 Do your research Step 2 Attend a few
events Step 3 Join the trade group Step 4
Introduce yourself to the administrators of the
group
58Step 1 Do your research Step 2 Attend a few
events Step 3 Join the trade group Step 4
Introduce yourself to the administrators of the
group Step 5 Get the member directory and use
it to make cold calls
59Step 1 Do your research Step 2 Attend a few
events Step 3 Join the trade group Step 4
Introduce yourself to the administrators of the
group Step 5 Get the member directory and use
it to make cold calls Step 6 Get involved in a
committee
60Questions? Weve got answers!
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