The Journey to Better Marketing: Archery, Aiming and the Niche

Guerrilla Marketing in 30 Days” advises to find your niche. Your business needs to know who it wants to sell to in every key demographic, including gender, age, income level, when they do their shopping, where they do their shopping, do they have pets, and more. You don’t have to stalk your customers; you may ask them some questions. If you don’t have any customers, you want to just imagine who your ideal customer is. EVERYONE is not a niche, and EVERYONE is not your customer.

Once you have your niche, you want to aim your marketing at it. In archery, this is known as aiming small, which is a direct contrast to the phrase “aim big.” Because the bull’s eye is the smallest part of the target, the closer you can get to it the better. If you “aim big,” you might get the arrow in the general direction of the target, but you’re not likely to hit the bull’s eye. If you aim small, you’ll more likely get the hit you want.

In marketing for small businesses, you want to aim your marketing at specific people who are going to purchase your product or service. If you’re objective is to sell sweat-proof makeup to mimes in Las Vegas, as long as there are enough mimes in Vegas, you have a niche. If there aren’t enough mimes, you might want to extend it to stage performers or expand your mime reach to all of Nevada. Your niche needs to be large enough to provide you with an income, but small enough that the larger companies aren’t serving them. Take out your bow, string it, pull back your marketing arrow, and aim small.