Niche Marketing: Are You Specialized Enough?

I thought I was specialized until I met equine eye specialist, Dr. Rueben.

Wait until you hear how Dr. Rueben is using the phenomenon of niche marketing and specialization, and how you can model his technique to strengthen your small business marketing and increase your clientele.

Now, most veterinarians are pretty scruffy around the edges. After all, they spend most of their time driving around the county in old, dirt-splattered SUVs and tromping around dusty barns and muddy fields to visit one patient at a time. Oh, and did this horse woman mention that their patients are large, frightened animals that are not feeling well? These sick animals are not too happy to see the vet since all he seems to do is poke and prod them. (And they don't always associate their healing with his visits.)

Not Dr. Rueben.

He wisely chose to not only to specialize, but to specialize in a service that is often used on an emergency basis. (Meaning we, in the horse business, will pay anything to help our animals get better.)

His patients travel to meet with him. So picture this: Three or four horses and their owners are lined up waiting for the specialist to arrive. We're stacked like airplanes anticipating take-off when Dr. Rueben wheels up in his sleek, black Mercedes.

He hops out of the car, flanked by two attractive assistants who are there to make sure he doesn't do anything except focus on his patients. He doesn't touch any administrative forms or make up an invoice. Heck, he doesn't even hold a clipboard! His assistants take care of all of that for him.

And, did I also mention that instead of sporting the usual jeans-and-stained-shirt garb most vets wear, Dr. Rueben is in a suit? A very nice suit, silk tie and all, accessorized with expensive Italian leather shoes.

As a horse woman and marketing coach, I'm standing in line thinking, "Smart guy: his practice is devoted to working on the end of the horse that stays clean!"

One other point of brilliance on the part of our esteemed Dr. Rueben...his marketing budget is nil. Why? Because he is in-demand based solely on referrals from other veterinarians in the horse business. Not a bad way to guarantee a steady stream of business, don't you agree?

So what can you learn from Dr. Rueben that will help you with your business?

For starters, if you haven't already chosen a specialty, now is the time! And, if you do already have a specialty, now is the perfect time to perfect it so you are super-focused.

Without a specialty, marketing and growing your business is tough - and who wantsthat?

Once you have the right specialty, it's like being handed the keys to the Kingdom.

Imagine ... people actually standing in line, waiting to work with you.

No quibbling over fees. No time for marginal clients cluttering up your life. No more time spent wondering how you're going to find your next client.

Just day after day of admiration by people who love what you do for them and are happy to pay to have you in their lives.

That would feel pretty good, wouldn't it?

But, you may need some help choosing the right specialty.

You see, picking the right specialty won't work unless you know there's a market for it, and it's something you love to do. You can't have half the equation and expect to get 100% of the results.

So, this makes finding a marketing coach or small business marketing program even more important; one that helps get everything about you and your business powerfully lined up for breakthrough success - your heart, your head, your marketing, your time, your ideas, your money, and even your body.

There's no reason why you too, can't have new clients lined up waiting to work with you, signing up for your programs, buying your info products and more!