A Niche, A Niche My Kingdom For A Niche

Why Most People Think About Niches The Wrong Way

While browsing online this morning, I spotted the following ad (obviously not using any targeting!)

At first, I laughed about it. I mean, how many people are into the Victorian Witch Niche? It can’t be many, can it?

But then I thought about it for a moment and realised what a genius ad it is.

You see, that ad isn’t really about the “Victorian Witch Niche” It’s about people who are into the more esoteric niches like horoscopes and crystals etc.

The type of audience that will respond to this, take the test, and sign up to receive the results are the type of people who will be interested in their offers.

So what is the offer at the end of the quiz?

Have a guess, and I am sure many of you will get this right. It was precisely what I “prophecised” (see what I did there!)

It’s a horoscope app.

Just check out the pricing! It’s a great example of “anchor pricing” … they want people to pay $49, not $7.99 per week. They are almost shouting .. look how much value the $49 is compared to the rest.

I’ll write about an offer for $25,000 that was built solely to anchor a $499 offer in a future newsletter.

(BTW, In the image above, “Trusted” probably means “advertised!”)

Before you think no one would for pay that, I mentioned in Notes earlier a friend of mine who had a horoscope newsletter he sent out daily. You could get your basic horoscope for free or a more in-depth horoscope every day for $5 per month.

He had thousands of paying members.

The Niche Umbrella

We can learn a lot from that ad and other ads like it. (check out the Mad Muscles spam ads for one)

They don’t just target people who would like the offer. They target a much wider group of people who are interested in similar things.

Agora is the expert in doing this; they collect a varied audience who “MAY” be interested in a financial newsletter and offer the option to test it if they sign up. If not, a related offer will follow soon.

They do this until they have a purchase or an unsubscribe because they know their audience is interested in financial matters, just not quite what.

This is why it's a bad idea to focus solely on your niche. Broaden your search for your audience.

Use a “Niche Umbrella” approach.

“Mark, you are going to give us one of your amazing images again, aren’t you?”

Yes, yes, I am

For example, let’s start from the bottom of that umbrella. Let's say your offer is helping people set up newsletters and get their first 1,000 subscribers.

Your core content will be about what a newsletter helps you achieve and how it will help someone build a list and make sales.

The topics you can write about to raise awareness don’t need to just be about newsletter, they can be about:

•Building email lists
•Engaging with an Audience
•Presenting Offers
•Increasing sales

This ties in really well with last week's newsletter, where I laid out the different types of content to present to different parts of your audience. If you missed it, check it out.

So that’s why you shouldn’t focus on your niche too closely; spread your wings. There are a lot of people who don’t know that you are the solution to their problems.

Bonus Content

Earlier in the week, I released another video with amazingly high production values. (I'm just waiting for the call from Hollywood!)

That’s a joke btw, my production values suck, but the content is solid!

This one was all about the 4 C’s of Content Marketing.

Have a great week

Mark “Mystic is my middle name.” Thompson

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