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Niche marketing techniques
Q: I produced a booklet How To Find Your Ideal Job on the Internet and 800 Places to Look. What is the most inexpensive way to market it and who are my niche customers? How do I reach them? I would like to target unemployed people and college students, however I am not sure how to reach them.
A: The first place that I would check out would be all of the government sponsored job centers. Some are associated with economic development councils on the city, county, and state levels and the federal government will also have various activities that are usually associated with colleges and universities.
You have two ways of promoting your booklet. The first is by speaking at any of the job center's regular meetings or workshops for unemployed people. They will allow you to sell your booklet after your presentation. But what is even better is to get your book on their resource list of recommended readings. Just make sure you supply an easy way of ordering your booklet, such as a Web site address, fax number, or an 800 number.
I am making the assumption that you already have an active Web site featuring this booklet. I also recommend that you start to send press releases accompanied with a story about the current employment conditions — something that is newsworthy and that reporters will adopt. Make sure that you always include a means of ordering your booklet, by including a Web address for example.
The key is to position yourself as the expert in the category. Therefore the next step is to start contacting talk radio venues pertaining to your booklet and suggest a story line for a show or topic or position yourself as the expert source that they can call on when they are doing a show about your expertise. If you want to expedite the process, you might want to consider placing an ad in Radio TV Interview Guide, but this does get pricey.
I do recommend that you purchase John Kremer's book entitled 1001 Ways to Market Your Book. It is an endless resource of low–cost marketing ideas and as John says, "just work on one idea a day for one hour and the results will astonish you!" Best of luck.
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