Have you ever tried to be good at everything, only to find you succeeded at (seemingly) nothing? The problem may have been that you were focusing on two many things at once. One strategy that has proven successful in voice over is “niche marketing.” With this marketing scheme, you focus your attention on one specific target group. Once you have identified your niche, you can narrow in to achieve your goals with laser precision.
- Create a target list.
One mistake people make is assuming their niche already exists. While technically that may be true—certain groups do form naturally in society—in a sense, you have to create it yourself. This involves spending time building a wish list and considering whom you want to target. For instance, both Tiffany & Co. and Walmart cater to very specific groups of people: Tiffany & Co. to high-end shoppers, Walmart to bargain consumers. If either of these companies tried to appeal to everyone, they would appeal to no one, so they simply created a niche and filled it themselves.
- Be as specific as possible.
In niche marketing, it’s not enough to say, “I’m going to target business owners.” You need to narrow it down from small business owners to an exact type of business owner: automotive, jewelry, teen fashion, etc. The more specific you can be, the better.
Realize that 20% of consumers purchase 80% of product volume (Business Owner’s Toolkit). By zeroing in on that 20%, you can achieve more results in less time and with less effort.
- Let it flow.
Your niche should be something that naturally interests you. When considering a group to target, ask yourself: what are my strengths and weaknesses? Where are my skills best utilized? What am I trying to achieve? Once you find the answers to these questions, you’ll have a better idea which direction to pursue based on personal preferences, and you won’t have to force the process.
According to my experience, my niche was right in front of me the whole time, but it took several years for me to realize it.
If I can be of help to your and your voice-over career, please visit: www.DavidBrowerVO.com/mentoring.
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