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eg: UK or Brides UK or Classical Art or Buy Music or Spirituality
 
eg: UK or Brides UK or Classical Art or Buy Music or Spirituality
 
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The Good Stuff Tobacco

    View: 
In the image, basic 'for everyone' stuff is on the left, and the specialty goods peter off to the right - into a long tail.



Here's why should you care about this.

Do you have any special interest? Are you an audiophile, or you love tennis, are you a pianist, or is your health your number one priority?

Would you, as an audio nut, buy your audio equipment at Best Buy? As a tennis lover would you buy your racquet at Wal-Mart? As a health nut, would you shop at Safeway or Food Chopper?

Special interests are niches in the marketplace. Different people are nuts about different things. In fact, one's person's "good" could easily be another's "bad." Think choices of music, food, or night-time lifestyle for you and your kids, or you and certain friends.

If you love your weightloss or energy product and think it's special you will pay what you have to for it. Because it matters to you. And others in your niche will be happy to pay for it, too, because they feel like you do.

But not those for whom weight or energy doesn't matter like it does for you. They'll buy the 'for everyone' version (if they bother at all). Here's the difference between the plain jane variety and your special product line:

"If a producer (or a product) intends something to be absolutely right for one audience, it will, by definition, be wrong for another.

The compromise necessary to make something appeal to everyone means that it will almost certainly not appeal perfectly to anyone -- that's why they call it the lowest common denonimator."

Aren't you glad your product (or business) is NOT for everyone? They'd have to have been so compromised in quality that they'd only appeal to those who don't mind getting the lowest common denominator stuff.

And for that they can go to WalMart or GNC or Best Buy.

What if you focus on your niche - those who care about your product or business values like you do? Niche products like ours are meant to appeal strongly to a narrow set of tastes, meaning tens of thousands, rather than tens of millions.

That would be enough, wouldn't it?

P.S. They don't tend to say "It's too expensive," either.

P.P.S. Yes there's crud in the tail. There's crud everywhere. :)
The Good Stuff Tobacco
Ramona consulted with me because this is exactly what was happening in her marriage.

"When Randy and I first got together, we had a wonderful time with each other. We could talk about anything. We fell passionately in love, but now I can't even remember what I love about him."

"Ramona, how long have you been married and how long has this been going on in your marriage?"

We have been married 7 years. We have two children. Our daughter is 5 and our son is 3. I think this has been more or less going on since our daughter was born."

"How do you see Randy as a father?"

"He is a very good father. And he is a very loving husband. I just don't get why I'm feeling this way."

"Ramona, what do you find yourself focusing on regarding Randy? What do you get irritated about?"

"Oh, I get irritated when he is feeling insecure about work, or when he is tired and needy with me, or when he is complaining about something."

"Ramona, right now I'd like you to focus on what is wonderful about Randy. Put aside what you don't like and just focus on what you do like. I'd like to hear what is wonderful about Randy."

"Randy is a very good person. He is so kind and caring. He would do anything for me and for the kids. He is very smart and is an extremely talented musician and composer. Even though sometimes he is insecure about it, he really loves his work and is successful at it. He has a great sense of humor. And he takes good care of himself physically, which I really appreciate.

"You know, as I talk about him, I realize that I haven't thought about these qualities in a long time. I have been focusing on the problems instead of his good qualities."

"Right, and this has caused you to lose your feelings of love for him. I'm wondering if you have been focusing on the problems because there is some way you are not taking care of yourself when he is complaining or feeling needy? Is there some way you are caretaking him and giving yourself up when he is insecure or needy??

"Yes! I listen to him when I don't what to and then I try to fix him. That's when I get irritated. So what should I do when he is like that?"

"What would you do if you were focused on taking loving care of yourself instead of caretaking him?"

"I might just go in the other room and read a book! But wouldn't that be selfish and unloving to him?"

"No. It is not loving to him to enable him in being needy and complaining. Your caretaking does not help him learn to take better care of his own feelings. If you lovingly disengage when he is not taking care of himself, you give him an opportunity to take responsibility for himself. It is the opposite of selfish - it is self-responsible!"

"Wow, I never looked at it in that way! So, if every time he complains or acts needy or insecure, I just walk away and do something I like to do, then I won't feel irritated with him. I can see that if I take care of myself, it will make it much easier for me to remember what I love about him."

Ramona emailed me a few days later that things had completely turned around in her relationship with Randy. She was delighted that she was again feeling her love for him, and she was noticing that this was even affecting her children's behavior. They were much calmer when she was happier!
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