Niche marketing works wonders for your response rates

Have you tried sending out direct mail letters in the past and experienced the average response of 0.5% to 1% for your efforts? What if you knew how to get over 10% response? My latest campaign achieved an amazing 18% response because it tapped into a niche market and here’s how it works.

Choose a specific type of business (niche market) and think about the industry, remember previous conversations with clients in that industry and put yourself in their shoes. Let’s take restaurants as an example:

When I recall past conversations with restaurant owners like Richard I remember him wringing his hands over recurring issues.

Part time staff are key to business continuity but their rotas, training and poor timekeeping keep these employers up at night. They deal daily with conduct issues from high jinks with kitchen knives through to poor customer service, bullying and harassment. The list is almost endless and leaves restaurant owners with a throbbing headache.

If Richard could wave a magic wand he would wish for a smooth running restaurant rota with well qualified staff that attend on time and do a great job without costing him a small fortune.

So imagine how he feels when your generic marketing hits his doormat talking about The Equality Bill? It goes from letter box to waste bin in 30 seconds flat because it doesn’t hit his hot buttons.

You know where I’m heading with this one ….  Try grabbing his attention with attractive offers that make his life easier and talk his language.

Consider putting a headline on your letter to press one of his hot buttons such as: “Finally, A Cure For Restaurant Rota Nightmares” and you will get far more exciting results.

Kind regards

Carolyn

P.S. If you want help to attract and inspire niche market clients call me on 0870 300 3809 or request a call back at a convenient time by emailing me on cjm@eleonline.com