
So, you’re excited about your new business and you want to share it with everyone in the world! This is exciting!
Is this the best strategy though? It’s been said that when you advertise to everyone, you advertise to no one.
If you hold a magnifying glass to your eye, everything is a blur. If you focus the glass on a specific object, then that specific object comes into focus. In fact, by focusing a magnifying glass to the tiniest pinpoint, you can start a flame with regular sunlight.
Have you heard an advertisement which had NOTHING to do with you and completely turned you off?
On the flip side, have you ever heard an advertisement that seemed tailor-made just for you? It was as if they knew you intimately and knew exactly what your issue was and how to solve that for you. You immediately looked up the product and bought it without a second thought.
Which advertising message do you think is more effective?
That’s what you want to do for your customers. Focus on that specific customer, so when they hear YOUR message, they know it was specifically meant for THEM.
It may seem counter-intuitive, but instead of widening your marketing lens, you should instead focus the lens so tightly that the desire to own what you are selling will ignite in their heart the moment they come across it!
I work in the Merchant Services industry. It’s basically a no-frills service that businesses need, but might not really care about. Most business owners only care that the credit card machines work as intended and they receive their funds in their bank account as quickly as possible for the lowest processing fees.
Honestly, Merchant Processing is such a regulated industry that the differences between companies are very minor, and the choice between companies usually comes down to the first company that reaches out to them. Lots of marketing dollars are spent on acquiring a new customer. The decision between companies usually comes down to points of contact or previous relationships.
I am very passionate about feeding the homeless. I’ve also been a vegan for nearly 30 years, and an entrepreneur since I was a wee lad. I love to help budding entrepreneurs get their businesses off the ground and give them an edge in the marketplace, so I created a NICHE within the merchant services model which unites my 3 passions.
It took several years of planning, and when I was ready, I left the company I was working for, to strike out on my own. I knew this was the perfect time to incorporate my values into my new Merchant Services Company, VCCP.
First off, my business model shares 10% of my profits with local charities including TheBurritoProject.org which serves vegan meals to the homeless. My model creates a win-win-win!
When you partner with me, (instead of other merchant processors), I can help your bottom line with very competitive processing rates, and together WE can help local charities in the community when customers purchase from YOU.
A little more about creating that NICHE I mentioned earlier. Now, what is the full name of my Merchant Services company, VCCP?
Against ALL the advice from my friends, but following the advice of my business mentor, I decided to focus my niche as tightly as possible. I named my company website, www.VeganCreditCardProcessing.com
Would I actually deny a carnivorous business owner who wanted to use VCCP to accept credit card payments through his business? Of course not! (Even meat-eaters eat vegetables and enjoy a salad once in a while).
By focusing on a very narrow niche, what I noticed was spectacular! When someone saw my business card and saw the business name “Vegan Credit Card Processing,” they immediately thought of a vegan business they could recommend me to.
When I met a vegan who was starting a business, they felt I was the exact company they wanted to partner with. When an entrepreneur who believed in helping charities understood my business model, choosing my company over another was a no-brainer.
When logic screamed to keep my marketing open to EVERYONE, reality showed that focusing my marketing message towards Vegan Entrepreneurs had the BEST results!
Who are you going to focus your marketing on? What niche market will you tap into? In what niches will you find your riches?
Get started with Step 1!
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