Seek Untapped Market Sectors

You may start out selling your membership to one segment of your audience. However, you can easily branch out and sell your memberships to other segments. In some cases, this may be as simple as changing your sales pitch. In other cases, you’ll need to niche-ify your membership materials as well as the sales materials you’re using to sell memberships.

What does it mean to niche-ify the content? It means tweaking the content to appeal to a particular segment of your market. For example…

Let’s suppose you have a membership site that’s geared towards helping people raise happy, healthy, well-socialized and well-trained puppies. You can niche-ify this content in multiple ways to focus on different market sectors.

Those sectors may include:

·         People who own toy breed dogs.

·         People who own giant breeds of dogs.

·         People who own very specific breeds (German Shepherds or golden retrievers or poodles or cocker spaniels, etc.).

·         First-time dog owners.

·         Training geared at younger people (e.g., teaching parents how to teach their kids to properly take care of and respect a puppy).

·         Training for special needs puppies, such as blind puppies, deaf puppies, blind and deaf puppies, puppies with neurological issues and so on.

In order to figure out what sectors you should target, you’ll need to do your market research. First, you need to figure out what is in demand. And then you need to figure out which of these in-demand sectors is under-served in the market.

For example, maybe you do a little research and find very few information products that share your specific type of training for people who own blind and deaf puppies. And yet when you do your market research, you see that there is a big demand for this information. Boom, that’s market segment you can pursue.

Or perhaps a specific breed is under-served, such as Great Danes – and yet you uncover a lot of demand for the type of information you’re distributing. Again, there’s a segment you can pursue.

In order to niche-ify your content, you’ll need to tweak both the text and graphics. For example, if your generic puppy-training site is full of photos of all sorts of puppies, then you’ll need to swap those photos out to breed-specific puppies if you’re niche-ifying based on breed.

As far as the text content itself goes, you may just need to do a few tweaks – or you may need to overhaul certain parts of the content.

Let’s continue with this dog-related example. If you have a generic dog-training site that you’re turning into a breed-specific site, then you’ll have minimal to moderate tweaks.

For example, you can take several of the references to “dogs” and “puppies” and make them more specific. “Your puppy” would become “your great Dane puppy.” It’s a simple tweak to make – just do a find and replace – but it makes all the difference in creating content that’s going to really resonate with the audience.

Secondly, you’d go through the content to see if there is anything that’s not applicable to your new niche. And then you’d check if there is any part of the content that you need to expand or add based on the new niche.

Let’s go back to the example of niche-ifying for great Danes. You’d want to expand on any content that talks about jumping on people, putting paws up on counters and so on. At the time the person is reading your content, they may have this cute little 20-pound great Dane puppy. But as the puppy grows to become 100-200 pounds, those cute behaviors – like putting paws up on a person’s leg – won’t be so cute when the adult dog is able to knock people down.

The point is, you wouldn’t need to stress this point if the content was aimed at someone who has a tiny pup that’s going to grow into a four-pound chihuahua. But you’d definitely tweak the content to stress the point for anyone who has a large-breed pup like a great Dane.

So, in this particular example, you’d only need to do a small number of tweaks to create content aimed at an entirely different sector of the market.

In other cases, the “tweaking” may be a bit more extensive. Let’s continue with the dog site example. If you want to turn your general dog training materials into training special needs dogs, then some of the content is going to need to be completely overhauled.

For example, if you’re aiming the new content at those who own blind dogs, then you can remove any references to using hand signals. You’d also have to include blind-dog specific training, such as training the dog to go up and down stairs, training the dog to listen to your cues such as “careful” or “step up,” and similar. You’d also provide tips for puppy-proofing for a blind dog, such as blocking off stairs with baby gates, fencing off a pool area and so on.

So, you get the point. You can start with niche-specific content or even more general content, and you can tweak it for a different audience. While we focused on a dog example for this module, you can do the same thing in just about any market.

Take weight loss as another example. You can tweak the content to appeal to men, to men over 50, to women who want to lose baby weight, to menopausal women, to busy people and so on. You can also tweak the content for different types of diets, such as low-carb diets, Mediterranean-style diets, partial-fasting diets, vegetarian diets, gluten-free diets and so on.

No matter what niche you’re now targeting, just be sure to tweak the sales content as well to appeal to this new audience.

Create Multiple Sales Pitches

You can sell the same content to slightly different audiences, and all you need to do is tweak your sales pitches to appeal to those different audiences. You can also appeal to the same basic group of people but tweak the sales content to focus on different benefits. Either way, you’ll boost your conversion rates and produce more sales when you create this sort of laser-targeted sales content.

Let me share with you some examples to make it clear what we’re referring to here…

Let’s suppose you have a membership that’s geared towards teaching website owners how to get more traffic to their websites.

You can create multiple sales pitches to appeal to specific audiences such as:

·         Infoproduct creators.

·         App/software sellers.

·         Affiliate marketers.

·         Authors.

·         Coaches/consultants.

·         Freelancers.

·         Local business owners.

And various other online business owners.

In this case, you don’t need to change the membership content to appeal to these specific audiences, though you certainly can do that if you’d like to niche down. Instead, you can present the same content, but gear the sales materials in a way that appeals to these specific audiences.

Let’s take another example. Let’s suppose you have a weight-loss membership site that’s geared towards men. Now, the weight-loss content itself inside your membership site can remain exactly the same. However, you can create laser-targeted sales materials that speak to different types of men.

For example, some young want to lose weight for vanity reasons, such as looking better on the beach this summer with their shirt off.

Meanwhile, you might have a middle-aged man who still appreciates how good he looks when he’s at his ideal weight, but his primary reason for weight loss is due to health reasons. Maybe his doctor has told him he has borderline diabetes and high blood pressure, so he wants to slim down for better health.

You can see where creating different sales materials to target these two groups would be helpful. If you go on and on in an email promo about looking great on the beach, you’re going to lose the 50-year-old who’s got high blood pressure. And likewise, if your email primarily focuses on the health reasons for weight loss, you’re going to lose the 19-year-old guy who doesn’t get a flip about his health and just wants to look awesome with his shirt off.

Take note: when you use this strategy, it works best when you’re able to send to a laser-targeted audience. For example, if you’re sending promos via email, you’ll have higher conversions if you’ve built a segmented list and can send emails that speak to each of the segments on your list.

Likewise, same goes for any ad campaigns you’re doing. For example, if you’re purchasing paid ads, then select keywords that target those segments, and run ads that appeal to those segments.

Or perhaps you’re doing some joint venture marketing. Be sure to team up with marketers who appeal to the specific segments of your market that you’re trying to target.