July 7

John Carlton Copywriting Tip: Find Your Niche


SF-MH-OrrIn this video clip, John Carlton puts a financial consultant on the hot seat and helps him define the niche for a new ebook.

John’s advice:

You’re not going to be the uber-financial guy, and that’s not a good thing to be.  What was that financial guy’s name…Cramer? Ramsey? Dave Ramsey.  I was going to mention Suze Orman. She is someone to think about, because she sticks very closely to her niche.  I don’t suggest that you go into her niche, because she is more into a very financial/emotional niche.  I think the most popular segment of her show is “Should I buy or should I not?”.  She gives essentially “yes or no” answers and then either berates them or compliments them…. usually berates them.  But she knows where her wheelhouse is.

You have 1,500 customers that you either know something about or know nothing about.  In order to find out what those guys are, don’t do it intuitively, don’t guess, don’t ask someone else about it, go back to them and find out why they bought and what’s going on.  You do this in many different ways. You can e-mail them… Say “What’s going on?  How’re you doing and, by the way…”  And start a conversation.

If you want to get into this as the “renegade financial planner” and start blogging, you have to check out the competition, because you will not be the only one in that niche.  There’s a lot of them out there, because financial planners are hurting, too… there are no more finances to plan.

So you have to get out there and see what’s going on.  You may find there are five guys already calling themselves the renegade financial planner.  So you have to find out what your niche is.  Don’t think about how you can dominate the niche…think about how you can position yourself to either dominate the niche or find your place within the niche.  If you find there are 50 guys calling themselves the renegade financial planner, then just check it off your list and say “that was a nice idea but that’s not what I’m going to do”.

When you start doing that, you’ll find out that all these other ideas start popping into your mind.  You can start looking around at the competition see what they are doing that is successful.  If you find someone who’s been in the niche for a while you can start buying their stuff to see what they do after the sale.  You can call their office too, and when someone answers just ask them how their ad on the web is doing.  You’ll be astonished at how many times they’ll just give away the store.  They’ll tell you everything… “Oh yeah, it did real well.  We made 50 grand”, or “it’s not doing real well”.  Things like that.

So, do your research.  It will become clearer and clearer to you how you must position yourself to be, if not the main go to guy, one of the go to guys;  to find your place in that niche.  And then, all the stuff were telling you about regarding the blog will naturally be the next step…

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