Story telling strategies for niche markets

Part II of previous post New School – niche marketing vs. Old School – mass marketing.

story2First create your own story so you can use it to reach out people just like you – i.e. the specific niche market of which you are a part. No, not everyone. Far from it.

1. Recall the situation that triggered you to buy your product.

2. Recall your beliefs that made you buy it versus an alternative solution.

3. Describe 1 and 2 in language a 13-year old can understand.

Here’s an example.

A woman in my class said she markets something for people with high cholesterol. Her story:

She had recently learned from her doctor that she had super high cholesterol. She was totally shocked. However, she (told herself that she) didn’t want to do statin drugs like her doctor suggested (e.i. Lipitor, Zocor). She wanted something natural. And she found something that lowered her cholesterol. And now she’s selling it.

Which best describes someone else in her niche?

A. Someone with super high cholesterol.
B. Someone who just learned she had super high cholesterol.
C. Someone who just learned she had super high cholesterol who (tells herself that she) doesn’t want to do stents, surgery or drugs.
D. Someone who just learned she had super high cholesterol who (tells herself that she) doesn’t want to do stents, surgery or drugs and wants something natural.
E. All of the above.

Now write the ad copy seeking someone like her.

This won’t be mass marketing. It’s niche marketing. It’s network marketing in vogue.

About the author

Kim Klaver


  • Having been a long time networker in the nutrition industry, I know how important niche marketing is. The number of times I heard a distributor ask how they could “convince” people to try our products became sickening. I think the frustration for niche marketing comes in, though, where it takes more work to find those that fit into that category. I believe network marketers are tempted to do the mass marketing because they never know who will fall into their selected niche and they don’t want to miss anyone.

    Consider that you have a product that works great not just for arthritis but also for heart disease. Do you run the risk of losing all those customers that would buy it for heart disease because you have a great story that only sells it to those interested in arthritis stuff? It’s a hard thing to do for a struggling network marketer.

    While I still work in the nutrition industry, I have also now found a company that has a very wide appeal and that is easy to find potential customers and distributors. But maybe that’s because I have a better story. 😉

  • Indeed, the “I don’t want to miss anyone” attitude probably causes the loss even of those who are the right ones. First, all products “miss” most people. Network marketers need to get over it.
    There is no product for everyone.

    Plus, no one really wants a product for ‘everyone’ do they? How special is that?

    And what does “wide appeal” mean? Is that a way of trying to say it’s for everyone? Hehehe. And if something actually has wide appeal, like milk say, there will be many competitors trying to appeal to their niche.

    Sales ain’t easy, is my point, no matter what you are selling. So better to ask for people just like you to start, so at least you get THOSE sales. One niche at a time.

  • I can relate to this topic as it is something I face daily as I am also in the nutrition industry. What I have found is that I get people’s interest with a niche, such as “I help people get a good night’s sleep without using drugs.” Then, I get a customer who is having trouble sleeping and they start to use the product and get great results. Then, because the product has OTHER benefits as well, the customer will start to notice those and with proper follow up, I can educate them on the variety of benefits customers experience. That usually leads to a conversation where they know of someone who is dealing with, as an example, the symptoms of menopause and could use the product as well…and that leads to a referral that way.

    I have struggled with this for a while and have found this to be working for me. I hope this helps!

  • Valid point, Kim. I look forward to your posts every day. I agree with you about niche marketing being the way to go. I’m not sure which is the right answer to the question you asked though. Is it D or E? Thanks.

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