When you start talking about niching, people start to panic. It’s a natural reaction. Why would you deliberately narrow your audience when there’s so much potential business out there? You’d have to be crazy to turn good customers away, right?
Well, maybe not. The trouble with marketing to the whole world is that you don’t end up connecting with anyone. A good marketing message connects with your customers in a way that gives them an ‘a-ha’ moment. They read your blog post or see your ad and know that you understand what they need. It all means that the more focused you are, the more likely you are to get that reaction.
I’ll forgive you if you’re wondering what on earth gamification is and what it has to do with you. Potentially, quite a lot. Gamification is everywhere, from coffee shops to online courses.
In any industry, there can often be a bit of a gap between a customer making a purchase and actually using the product. Even in my business a fair bit of time can often pass between the initial meeting and delivering the first piece of work. It can be hard to make your customers feel looked after.
You put so much effort into marketing your business. You work out who is most likely to buy from you, what they like and where they spend their time. Then you carefully craft your marketing message and put it where they’re most likely to see it.
Who really needs a travel agent these days? After all, almost anyone can search online and find their perfect holiday in a few minutes. Or find flights and hotels separately and save themselves a heap of cash.
Given that you’re running a business and probably not living in a cave*, you’ve doubtless been bombarded by talk of ‘Facebook Zero’ and how we’re all going to have to pay to be seen.
It’s no secret that using video is now key to everyone’s business marketing. If this comes as a surprise to you, where have you been? Read 
When you’re using video, confidence is key. But what if you don’t have any? What if the idea of putting yourself on video is enough to give you the heebie jeebies?