Information Product Creation - What is a Niche Market and Why Most Marketers Get it Wrong

All the gurus will tell you that when creating a learning content product -- aka an information product -- you need to start with a niche. In fact, most of them will say the same thing no matter what type of internet marketing business you are starting.

Which is fine as far as it goes. After all, we seem to be in the era of the niche where customers often believe that one product can't possibly serve more than one niche. And of course there are a number of great reasons to focus on niches. Most of which are far more rational and based in the real world.

The problem comes in when the gurus go on to tell you how to select your niche. Almost invariably they will suggest the first step is that you pick an area or topic that you are interested in -- or better still passionate about. Of course, just because you are interested doesn't mean you'll be successful. So go out and check to see if you have any competition in that market. If you have then you need to

You see that advice is just plain wrong!

Okay, let me back up a sec., here. Yes, I am exaggerating. The advice will get you where you need to go. But it's through the back door and is just as likely to send you off into failure as it is to success.

You see almost all the gurus suggest you start with your own interests and pick a product first.

But a niche is a customer focused marketing technique. That's the whole point. I select a number of customers and then target my marketing so that they will buy from me.

Starting with your product is backwards. You need to start with the customer.

You see niche marketing is frequently defined as marketing to a specific set of customers. But it's more than that -- or it should be if it is to be well done.

Niche marketing is really marketing to a specific set of customers a solution to a specific need.

But whichever definition you choose, the process needs to begin with a target customer or in information product or learning content terms a target audience. You need to define an individual to represent a specific group. You need to determine everything you can about that person. And most of all you need to determine their greatest problem at the moment and their motivators.

Why?

Because everything you do needs to be focused on solving their problem, targeting their motivators and fulfilling their needs. Not selling a particular product.

Do you want to learn how to create information products (learning content)? Check out my new free eBook "7 Myths and Seven Tricks in Nine Steps": http://www.learningcreators.com/myths.htm

Do you want to read more free information like this? Go to my blog: http://www.learningcreators.com/blog/

Glen Ford is an accomplished consultant, trainer and writer. He has far too many years experience as a trainer and facilitator to willingly admit.