Niche Marketing Is Like A Full Flavored Reduction Sauce
I remember going to a friend’s house in Tampa, Florida a few years back and experiencing a homemade reduction sauce for the first time. The guy was/is a gourmet self-taught “cook”, and the whole meal was great. But I couldn’t forget the reduction sauce. I had never really paid attention to how chefs take ingredients and “reduce” them over a low heat until only the very best remains.
Now, reducing ingredients means they won’t go as far (in other words there won’t be as much to go around and fewer people can partake) but what is there is so full of flavor you feel privileged to get some…especially if it’s “your taste”.
This is very much the same principle as niche marketing. You create a product (or affiliate with a product) that maybe only a select few will love…but…they love it. So they buy it. In fact, they were looking for it. And you had it ready and waiting for them. Then, when they come “into the kitchen” (your online niche site), and they catch the aroma of your creative copy for the “sauce”, they know they’re in the right place. And they lay their money down to get a taste. The yum factor is high, and you’re serving all day.
Why do I say creative copy? Well, let me ask you this…how many sites do you view while “surfing” that just blow your socks off? What did it? Was it the fact that they have an “about us” page? Probably not. I know…it was the testimonials page. Right? ‘Cause virtually no one has one of those. Or maybe you loved their “site map”. Yeah…that could happen.
No…it was something creative.
And I say creative copy for a couple of reasons.
- It’s not the same ol’ same ol’…
- And it stretches the imagination to put the viewer in the starring role
There’s an up-and-coming search engine that proves this point….YouTube. Yep. YouTube is now a search engine. In fact, by some accounts…the number two search engine…behind Google. And Google owns YouTube. So process that info as you see fit.
How does it prove my point? Thanks for asking. The best videos on YouTube (not the goofiest or zaniest or stupidest) are using creative copy. It could be just the way the person in the video is talking. Or it could be the graphics they use. But they’re saying something in a creative way to keep you engaged. They’re making the words come alive with movement. And the best ones are targeting a niche…a select few…and the niche loves it.
So, take this information however you’d like. If you’re using another technique successfully, don’t mind me. Keep up the good work. I’m just talking about something I’ve been observing as a trend…not a fad. And when you think about what has stayed in the minds of the buying public for all the years of radio and TV advertising…
It’s always been creative copy for a particular audience…mmm mmm good. Niche marketing is—Reduction sauce.
Stay tuned,
Tags: google, radio and TV advertising, reduction sauce, YouTube
