Using Niche Markets to Write Successful Sales Letters
Maybe you've written dozens of sales letters for your business,
or maybe you are just starting to work on your very first sales
letter. Whatever the case, keeping abreast of the information
needed to craft a successful sales letter is the key to creating
letters that make sales. If you already know that you need to
introduce your product or service, outline the features and
benefits, compare your product or service to your competitor's,
and convince customers to make a purchase, you're doing well. But
there is another technique that can be used to develop more
successful sales letters. It's called niche marketing.
Niche marketing is a more focused form of marketing that
concentrates on one specific segment of a larger market. When you
select a niche, you are essentially looking at the potential
customers in your field and narrowing your marketing efforts to
target only a segment of these potential customers. There are
many niche markets in the world, and with a little imagination,
you can develop your own niche. Consider the following true-life
examples of niche markets:
A CPA chooses to work exclusively with non-profit organizations
A furniture dealer focuses only on selling bedroom furniture
A book dealer focuses on selling only second hand books
A real estate agent works only with renters as opposed to buyers
As you can see from the examples above, there are many ways to
narrow your focus into one specific niche. Once you find your new
niche, you can think about what will appeal to these potential
customers. What might appeal to the market as a whole may not
appeal to your smaller niche market. Let's look at the example of
a CPA who works exclusively with non-profit organizations.
Because non-profit organizations deal with charitable
contributions, the government requires these organizations to
complete paperwork each tax year. This CPA can offer to complete
this tax paperwork for potential clients. If he was dealing with
the larger, overall market, not as many potential clients would
be interested in this type of service.
When you start to write your sales letter, try to find ways to
narrow your focus and introduce a product or service that has
specific benefits. Instead of focusing on offering clarinet
lessons to everyone, offer clarinet lessons for pensioners and
list the benefits pensioners will get from taking lessons from
you, and also offer a small discount if they present their
pension card. Rather than introducing software that has many
benefits for many potential customers, focus your sales letter on
how the software will benefit medical professionals and outline
all of the benefits that can be derived by these individuals.
Once you develop a narrow market focus, you can develop a niche
market-specific listing of features and benefits.
You may not like the idea of narrowing your focus when you first
start out writing sales letters, however once you see the
response rate of each individual sales letter compared to the
response rate of one market-wide letter, you will be a true
believer in the power of niche marketing. Use this technique
wisely and you'll continue to reap the benefits.
posted by The Mulacs
at
11:27 PM
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