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Niche Marketing Fears & Reasons For Those Fears From Your Strategic Thinking Business Coach
There are so many businesses that are on what I would characterize as a treadmill with their marketing. They are focusing too much of their time, money and other resources on “chasing” new customers and clients with a broad “shotgun” approach. Some of the leaders of these businesses I honestly believe have never met an opportunity they did not want to “chase,” even though the opportunity represents a 0% chance for success and a 100% chance for a waste of resources. Strategic thinking applied to marketing will lead us to make a strong case for niche marketing. There are many business owners and marketing people who fear niche marketing. Your Strategic Thinking Business Coach offers a list of ten (10) major fears of niche marketing and the reasons behind those fears.
Are You Guilty of Shotgun Marketing?
"Shotgun marketing" is basically going about marketing your business without a strategic plan, complete with measurable and meaningful outcomes, strategies, and specific action steps, as well as a plan for consistency. The cure for the shotgun approach to marketing is "Lifetime Laser Marketing." Read on to learn more...
Service Professionals Can Increase Sales By Swapping the Elephant Gun for the Fly Swatter
How many times do salespeople especially those involved in services attempt to sell an elephant gun for a solution with the fly swatter would work perfectly fine? Too often in the quest to increase sales, companies forget about the needs of the customer and focus on their own immediate needs – filling their pocketbooks. What happens is the shotgun or what I prefer to call it the elephant gun to kill the fly approach.
Track, Track, Track
Never spend a dollar on any advertisement or marketing tactic unless you have set up a sure fire way of tracking that ad when it returns to your store. That means all ads, tactics, etc. are coded. This is why coupons are so vital to Local Store Marketing. Coupons exist to drive business and to give you a tool for tracking what is working. At a bare minimum you should know exactly which tactics are working, how many dollars they generated minus the cost of the tactic, thereby leaving you with a marketing return on investment. The days of shotgun marketing are over, despite what your local ad rep tells you.

Shotgun Vs. Rifle Approach
Too often we shot gun versus rifle our day. When we try to accomplish too many tasks in one day, we are seldom effective at very many of them. The more scattered your plans, the less effective you will appear and appearance most likely will mirror reality. With the shotgun approach, a person tends to run from activity to activity quickly, but never really accomplishing any one project well.
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