Marketing Niche

How To Describe Your Niche MarketPersuasively

Don’t Offer More- Offer Different

• Radical differentiation• Find a whole new market space you can own and

defend• Zig/ Zag

o Find your Zag.o Design Your Zago Build Your Zag

Look for the White Space Look for a Job People are trying to Get Done. What’s Your Vision?

Checkpoints• What wave are you riding?• Who is your competition? Are you a first mover?• First in your category?• What makes you the “only?”

• Complete this sentence: Our brand is the ONLY ____________ that ___________ In the first blank, put the name of your category (virtual Law firms) In the second blank, describe your zag. If you can’t keep it brief and use the word ONLY, then you don’t have a zag.

ZAG• A ZAG is radical differentiation.• Another way of thinking about this:

o WHAT is your category?o HOW are you different?o WHO are your customers?o WHERE are they located?o WHEN do they need you?o WHY are you important?

o Example:o DirectLaw is the only company providing a virtual law firm platform

that includes an embedded document automation solution