Get Rich in a Niche

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Get Rich in a Niche With Ilise Benun Peleg Top
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A 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.
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A 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
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A 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
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Our new book! (coming soon)
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Our 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?

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Everything you hear today comes from
our experience
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Marketing 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!
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Marketing is most effective when you focus
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Find your niche!
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Best advice I ever got Get rich in a niche.
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Specialize!
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Specialize!
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
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Specialize!
Dont try to be everything to everyone
- Randy Smith, CEO, By Design, Inc.
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What happens if you dont specialize?

• Your marketing is scattered and haphazard

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What happens if you dont specialize?

• Your marketing is scattered and haphazard
• You dont know where to focus your marketing

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What 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

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What 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.

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Your specialization can be Horizontal or Vertical
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Horizontal Specialize in a product or
medium (Annual Reports, Websites)
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Vertical Specialize in an industry (Health, Non
Profit, Retail)
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WHY You must focus on a market if you want to
succeed in business
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Fame Youll become known as an expert in your
area of focus.
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Fame Youll become known as an expert in your
area of focus.Fortune Youll command higher
fees for your expertise.
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Fame 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
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Fame 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
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Everything flows from the market.
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You can dominate the market
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You can charge more (and theyll pay)
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You can attract collaborators and employees
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Its not about you (and it will never be).
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Its not about you (and it will never be).
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Your client will ALWAYS want to know How can I
get what I need?
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Your goal is to be there In their moment of need
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HOW To choose a specialty STRATEGIES
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Build on the foundation of your expertise
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Start out broad and evolve your specialty
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Focus on an industry and offer them multiple
services
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Focus on skills you have that can fit a specific
need
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Focus on companies of a certain size
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How to define your market
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• Make a list of 10 (or more)
• possible markets then
• ask these questions
• How many prospects are there (locally,
  nationally, globally

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• 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

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• 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?

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How to determine if the market youve chosen is
viable
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• What is the current state of the market?

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• What is the current state of the market?
• Are they in growth mode?

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• 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?

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• 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?

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• 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?

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• 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?

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• 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?

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6 Steps to Introduce Yourself to a Brand New
Market
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Step 1 Do your research
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Step 1 Do your research Step 2 Attend a few
events
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Step 1 Do your research Step 2 Attend a few
events Step 3 Join the trade group
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Step 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
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Step 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
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Step 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
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Questions? Weve got answers!
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The Five Best Marketing Tools for your Design
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