RAINMAKERS
Five Steps Towards
Becoming The Leader
In Your Target Niche
By Dr. Clifford Ferguson
O
ne of the most pressing questions
my clients ask is: “How do I
quickly become the dominant
force in my chosen niche without spending
unlimited amounts of money?”
It’s a crucial question, but not necessarily
the right question. We have seen many
professional service firms with unlimited
amounts of money watch helplessly while
smaller, nimbler, and smarter competitors
ran circles around them with their
“smarter” marketing efforts. Marketing
is very seldom about money... it’s always
about brains! If you’ve got more “smarts,”
you’ll beat the “big” guy hands down every
time.
The two keys to profitably selling any
professional service in large quantities
and at high profit margins are to locate
a supremely profitable niche and then,
become the dominant player in that niche
in the least amount of time with the least
amount of marketing dollar outlay.
Use the following five (5) strategies,
implemented in tandem with an “intense”
period of marketing period, and your
competitors (regardless of size or
marketing budget) will wonder what hit
them.
Strategy One: Aim At One
And Only One Niche At A
Time
Too many professionals think that
“everyone” is their client. Even when
they do select a niche, it generally ends
up being six times larger than originally
envisioned when the project started.
Your firm started out going after biotech
firms, then you threw in pharmaceutical
As an obvious expert, you should have a compel-
ling unique selling proposition that you commu-
nicate at every opportunity, offer proof as to why
you’re the best through testimonials, stories,
case studies and special reports, as you offer
valuable decision makers interesting and rele-
vant information at regular intervals.
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companies, and then added hospitals at
the last minute because ... “Well, aren’t
they all in health care?”
We all suffer from this. It’s human nature
to think that if we only speak to a select
few individuals in any population, we
might be “missing” something important
somewhere else. That’s where most
marketing projects fail, right at the start.
Think of it like getting married. You won’t
succeed in marriage if you’re running
around like a headless chicken still trying
to date all the other people in town. You’ve
got to “focus” on your dream husband or
wife ... pamper them, care for them, and
treat them as the most important person
on this earth. Your clients are won by
exactly the same approach ... focus and
massive concentration of effort!
Pick one niche; dominate it, automate it,
and then move on to another niche.
Strategy Two: Craft A
“Dynamite And Irresistible”
Marketing Message
This is how you “pamper” your niche.
You speak personally to your client’s
deepest needs, fears and wants. Create a
“Domino’s Pizza” message. What’s your
biggest fear when you order pizza? That
it will arrive cold, looks disgusting, and
be inedible even for your dog. In other
words, a total waste of your money.