CHAPTER 4
Niche Marketing
IF YOU WANT TO BUILD YOUR BUSINESS TO $1 MILLION–PLUS, you must develop an effective marketing process. The first step in doing this is to identify the markets you want to focus on. Once you have identified your markets, the second step is to develop a well-thought-out market action plan. These two steps create what is called a niche marketing plan because the plan is focused on a small number of specific markets.
Part 3 of this book gives market action plans that advisors can choose from, complete with sample scripts and sources of names.
WHY NICHE MARKETING WORKS BEST
Niche marketing works because each market requires a high level of expertise and experience to capture it effectively. The more you understand the dynamics ...
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