Page 47 - Duct Tape Marketing

Duct Tape Marketing

bonus to this approach is that you can usually raise your
prices dramatically when you specialize in this manner.

Susan J. Sheley of Cyndi Waldron & Associates, LLC,
in Kentwood, Missouri, wanted to sell helmets, but her
employer was a Harley-Davidson dealership in a state that
did not have a helmet law. After noticing many riders coming
in with their children, she started stocking children’s helmets.
When she would ask riders if they wanted to see a few of
the new helmets, they would often answer, “I don’t wear a
helmet” or “I’m not interested.” Her reply: “Fine, but if you
are going to let your child ride with you, then you better put
a helmet on him, because he isn’t old enough to make that
decision for himself.”

A month or so would go by and the rider would be back
in to purchase his own helmet, because the child was asking,
“Where’s your helmet, Daddy?” After that purchase, Susan
would “reward” the rider with Harley-Davidson premium
merchandise for the child. Susan’s store effectively became
their motorcycle store.

You may need to find an Internet niche search resource.
One of the ways to hunt for potential niches is to find out
what people are searching for on the Internet. There are some
great tools for doing just that. Services that offer pay-per-click
advertising also provide a great deal of keyword research “niche
hunting.” Many offer tools that allow you to type in a keyword,
such as software training, and see how many people have
searched that and related terms in the last month.
 Offer—Can you become known by an offer you make? I
know an accountant who offers his tax preparation clients a
100 percent refund on their preparation fee when they refer
four new clients. They are “the 100 percent refund tax guys.”
 Solve a problem—Is there something that prospects in your

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