Super niching: The extraordinary process of spending less and getting better resultsArticle added by Brett Kitchen on May 5, 2011
Brett K

Brett Kitchen

Murray, UT

Joined: January 24, 2011

My Company

Insurance Mavericks

Super niching allows you to risk much less money, and get much, much better results. Interesting dichotomy, huh? Well, it makes a lot of sense once you look at the whole process.

Recently someone in one of our programs complained publicly they sent out 500 mailing pieces and didn’t get one response. It’s frustrating, and it’s common. Yup, right from the horse’s mouth: It’s common to start marketing and make little to no headway at the outset.

My first mailing was an utter disaster; two months in the making, and zero, that’s right zero, responses. I’ve told this story until I’m blue in the face. If I had given up there, I would have been a total failure. But I did not. I licked my wounds and realized that my lost money (that I couldn’t afford to lose at the time) was not lost if I went forward and used it as a test. So we tried it again, and ended up making about $17,000 in commissions from the next mailing. Phew! I’m glad I didn’t give up.

All marketing is a test, really. You try something, using your best educated guesses, marketing knowledge, and so-called "rules" and you shoot it out there and see how it goes. Unfortunately, it doesn’t always go so great.

I’ve been working with a private client who is rolling out a nationwide marketing effort to sell ATV trailers through the mail. We’re implementing a lead generation engine, follow up and conversion sequence, sales letter, sales video, Webinar campaign, email follow up, direct mail follow up, the whole nine yards. So far, preliminary results are very positive, but we haven’t even really turned it on yet.

In talking to my client I made it very clear “This is a test. The first sales letter we write may not produce earth shattering results. And if it doesn’t, we'll keep working until we get it right!”

That’s the difference between failure and success. None of this marketing stuff is on trial here. The general principles of effective selling have been and will continue to work forever. It’s about psychology. It’s about how to meet a prospect where they are, develop pain, give them a solution to their pain, and have them buy from you. It’s not that complicated.

The same basic tenants are used in face to face selling, print, Web, tv, radio, newspaper, selling from the front of a crowd or in any other conceivable media. It’s about selling — selling the prospect on the idea of calling you to set an appointment, get a quote or any other offer you put in front of them.

The reason why we frequently fail in our marketing efforts is because we don’t reach the prospect with a pain and true solution that resonates with them.
That’s why business owner marketing and specifically super niching is so powerful, because we can get into the heads and understand a specific type of prospect intimately. We can speak to their personal, intimate, unique experience and pain in a way that makes them say, “yes, I do have too much debt from financing my chiropractic school and business. This guy or gal seems to have a fix for me!”

Contrast that with blasting out a flyer or letter to 500 or 5,000 of the random unwashed masses with at least 80 percent who don’t even remotely resonate with what you are talking about. It’s the difference between getting zero responses to a generic mailing and getting dozens of qualified prospects calling you.

Super niching allows you to risk much less money, and get much, much better results. Interesting dichotomy, huh? Well, it makes a lot of sense once you look at the whole process.

The step by step blueprint super niching:
    1. Identify and understand your perfect prospect. What pains and problems do they have? What is their daily experience?

    2. What are your requirements for a good prospect? How much revenue do they need to be worth? Net worth requirements? Policy size? This is very important. Why spend the time and effort required to get a bunch of clients who don’t make you any money?

    You must make sure you do this with people who have the ability to pay or buy or invest in your products that will make you a nice commission when you close the deal. Location? Other demographic or psychographic? Have kids of a certain age? Republican or Democrat? Buying habits? (Do they respond to direct mail? Or have they in the past?) Have they bought what you are selling before?

    3. “Negative out” the folks who aren’t good prospects. Who do you hate doing business with? Who is a terrible prospect? For example, single women? Divorced men? Those that are too young? Too old? Apartment/condo dwellers? Less than two cars in the family?

    4. Get a list. Work with a list broker to buy a list of people who fit your criteria. Read through the list of names one by one to get a feel for the prospects on the list. Cut the list down to a size you can afford to mail to four to six times in a row.This can be 20 for some people, it could be 500 for others. This is your super niche list. It’s the list that can make you millions and millions of dollars. It’s full of great prospects, targeted to have the pain you can solve, likely to respond to you because of your specific copy that is targeting them, and when you do business with them, they are going to make you a ton of money. 5. Start the marketing sequence. Create four to six postcards, packages, letters, endorsed mailings, creative mailings, bulky mail, attention getting packages. Send a mailing every week to your super niche list. Remove responses from the super niche list. Put responses into a follow up conversion campaign. Sell them.

    *Optional: For best results, you can follow up with a phone call (assuming they aren’t on the do not call list). I never follow up with phone calls, but it’s proven that you’ll make more money if you do.
I always laugh when people have the attitude of trying one itty bitty idea, mailing, or suggestion and if it doesn’t work, they throw their hands in the air and say “I told you so! I knew it! I as right! It doesn't work!" That’s a loser's attitude. And unfortunately, there are a lot of losers in the world.

There are a lot of people who’d rather someone stick a bottle in their mouth and suck from the tit of big government rather than pull themselves up by their bootstraps, brush off their ragged and torn jeans and get back to work. So, if you approach this as you should, every marketing endeavor is a test, an opportunity to strike out, base hit or crush it out of the park. But you never score unless you step up to the plate.
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