Many Virtual Assistants shy away from the idea of marketing to attract a particular niche as they are concerned that they will be turning away hoards of prospects from other industries. But if you have ever tried to be everything to everyone, you’ll soon learn that you end up appealing to no-one and as your marketing efforts are spread too thinly, you end up out of pocket and frustrated by poor results.
When you market to a niche you are targeting a very small select group of people. With research you can identify what that group of people have in common and in what areas where they will all be struggling. This way you can tailor your marketing message, the words that you use, to suit the target market. For example, if you were to target a group of individuals that were constantly away from home due to their line of work, you could say something in your marketing material like “Are you constantly away from home and worrying that the post is not being dealt with or you’ll come home to find that you car has run out of tax or the boiler has not been serviced?” Do you see how someone who was away all the time would identify with that question? They may well have already experienced a situation like that or know that it will happen at some point. Now you can follow up that question with your solution, something like, “Our Mail Handling and Lifestyle Management services mean that we can run your home and life for you while you are away meaning that you will never have to be reliant on public transport or have a cold bath ever again!” Do you see how that would appeal to them?
Copyright 2008 by Justine Curtis