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.