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Quality vs. Quanity: Why Niche Marketing Works
Imagine that you have just opened a new fitness studio offering hip-hop dance classes. You decide that you need to get the word out to the community, so you place ads in a local newspaper. After a month, you realize that you haven't gotten any clients in from this ad, so you put on your Sherlock Holmes hat and do a little investigating, only to discover that the newspaper's readership consists primarily of retirees- not exactly the most likely people to sign up for a hip-hop class! Congratulations, you have now learned that successful marketing isn't just about getting the word out; it's about getting the word out to the right people and through the right channel. The "right people" are the ones who actually have a need for your business, and therefore are your potential clients. In order to market to the right people, every business should identify its target market, and focus their efforts on reaching that particular group.
