In previous posts I have discussed the choice between using a shotgun and a rifle, and how depending upon your business either could work. For those that don’t know the difference a rifle shoots a single bullet in a single path, a shotgun shoots many pellets in an ever widening path to the target. A rifle is exact, but there is a larger chance that you might miss. While a shotgun increases the chances that you’ll hit the target, the penetration of the pellets isn’t as deep. How about using many rifles at once? The only marketplace where this makes sense is on the internet, any other advertising medium would cost too much.

In Chris Anderson’s book, The Long Tail, he explains how the internet caters to niche markets and communities. He also discusses the fact that big online businesses have taken advantage of the niche markets that were “too small” and these niches have become a major portion of their businesses. Think about it, online, people can find the most random stuff—sure the popular stuff is still there, but so is a whole bunch of stuff that you can’t find in any store. Read more of Chris Anderson’s stuff at www.thelongtail.com .

If I am not selling a product or service that has mass appeal, but I can aggregate enough niches together, I’ll still be able to sell in high volumes.

So how do I do this?

Well, it takes quite a bit of work. I look at the possibilities, narrow it down to those niches that are most likely to enjoy my product or service, and then examine what modifications I need to make to make my product or service attractive to that particular niche. Then I pick a couple of niches that are prime targets and don’t require a lot of modification to my business to facilitate that new business. I’ll find the right mixes that work, and then I’ll start with modifications once I know it is worth doing. I’ll look at the marketing materials and campaigns, the look and feel of the website/landing page, the pricing strategy, and what modifications to the product or service will make it more palatable.

It can be a lot of work, but many companies have proven that the business model is effective in the online world. The result will be exact campaigns with an increased number of sales.

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