Your Marketing Strategy

Ever wondered how your marketing strategy could benefit from spaghetti sauce? If you have, please imagine me giving you a very strange look right now.

If not, at least we’re starting on the same page here. The other day I came across a video on YouTube (if the suspense is killing you already, it’s at the end of this post) that talks about the $600 million lesson learned by Prego. Yes, that’s $600 million.

Now what lesson can we as internet marketers and product owners learn from the food industry?

It’s a phrase you’ve heard before – the riches are in the niches. However, I’m going to suggest putting a new spin on the riches in niches approach. Typically when I’ve heard that used, it is in the context of picking a market to go into. Pick one that is specialized enough, appear relevant enough, and there’s money to be made.

But what if you’ve already got a product? Let’s say for the sake of argument that you’ve got an ebook that teaches business owners how to use the power of email marketing to their advantage. Ok, so you’ve picked a niche.

But have you? Can you specialize further? How about specializing for restaurant owners? How about going even deeper and specializing in cafe style restaurants? Could you then go even further and specialize for sushi cafe’s? I think you’re starting to see that you can really drill down very deep when you’re picking a niche.

However, everything I’ve said so far is fairly common, right?

Ok, so you’ve got this ebook, but now why not use if for multiple niches, instead of just one? Chances are, 98% of it is going to be the exact same, no matter what business you’re in. Did you know that humans share 98% of the same DNA as chimpanzees? That doesn’t mean anything about whether or not we’re related; it merely shows the amazing commonality of the basic systems required for life. I’ve heard we share 60% of our DNA with bananas.

The fact is, regardless of your business, it takes the same set of steps to install an autoresponder form on your website. Likewise, setting up the autoresponder is going to follow the same sequence.

So now if you take the 2% of your ebook and customize it, specifically for sushi cafe owners, all of a sudden your book goes from being just one of the ones on the shelf to being the only book that shouts out their name, right off the shelf. By the very topic of the book you’ve identified your target market. If you owned a sushi shop, and you were looking for this information, which ebook would you buy? The one that is generalized, or the one that is specialized to your exact requirements? I think the answer is clear.

So what’s stopping you from creating a dozen of these ebooks? 98% of their DNA will remain exactly the same, and the 2% will be customized to a particular niche. You can now be super-relevant to a dozen niches, instead of somewhat relevant to many. Create one for electrical contractors, fence builders, auto repair shops, sushi cafes, clothing stores, car washes, etc!

Do you see the power of this?

While that thought is percolating through your head, take a few minutes and watch this video clip. I’d love to hear your comments on it afterward.

Ladies and Gentlemen, I give you Malcolm Gladwell.

What is one takeaway you got from this movie? How can you apply it to your business? Please leave a comment and let us know!

4 Responses to Your Marketing Strategy
  1. teevee
    May 18, 2009 | 4:11 pm

    Jonathan,
    As soon as I read your email regarding this post I thought of Malcolm Gladwell’s speech at TED.

    Whew, I feel relieved. I hate not knowing. :)

    However, I never though about that concept in the way you just did. Marvelous!

  2. Jonathan
    May 20, 2009 | 7:33 am

    Thanks Teevee – I’d never heard of Malcolm Gladwell until I came across this speech from TED but he’s definitely got some good insights for people like us!

  3. teevee
    May 21, 2009 | 8:44 pm

    You’re welcome.

    I love his books and his insight. Tipping Point is one that really resonates from the marketing point of view. I bought the audio for it recently and it reminded me of some very powerful ideas I wanted to implement in my strategies.

  4. Deniel - cheap web hosting
    June 12, 2009 | 10:07 am

    That’s a pretty good advice to go from zero to hero. Certainly we can change a very common substance to very specialized and this really makes the sense.