1. Meet their unique needs. The benefits you promise must have special appeal to the market niche. What can you provide that's new and compelling? Identify the unique needs of your potential audience, and look for ways to tailor your product or service to meet them.
2. Say the right thing. When approaching a new market niche, it's imperative to speak their language. In other words, you should understand the market's 'hot buttons' and be prepared to communicate with the target group as an understanding member-not an outsider. In addition to launching a unique campaign for the new niche, you may need to alter other, more basic elements, such as your company slogan if it translates poorly to another language, for example.
3. Always test-market. Before moving ahead, assess the direct competitors you'll find in the new market niche and determine how you will position against them. For an overview, it's best to conduct a competitive analysis by reviewing competitors' ads, brochures, and web sites, looking for their key selling points, along with pricing, delivery,a dn other service characteristics.
Excerpted from 'The Ultimate Small Business Marketing Guide'
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