NICHECRAFT: Using Your Specialness to Focus Your Business, Corner Your Market, and Make Customers Seek You Out

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NICHECRAFT: Using Your Specialness to Focus Your Business, Corner Your Market, and Make Customers Seek You Out (1st ed) Pub. Date: 7/28/1996 Publisher: HarperCollins Publishers

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NICHECRAFT: The Art of Being Special (REV) Pub. Date: 9/28/1993 Publisher: Niche Press USA

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Overview

"Nichecraft [is] expected to separate the winners from the losers...[and] will be especially vital for new businesses each year." - Money

"She tells the whole story here in strategic planning...Nichecraft is not only interesting reading with its use of 'real-life' examples, it's a practical and innovative guide to becoming niched. I think any professional who sells or markets a service can learn from her book...It's one of the best out there in its field." -- Thomas Smith, Executive Vice President & Director Corporate Communication, CB Commercial Real Estate Group, Inc

Is your business trying to be everything to everybody -- and having trouble with consumer loyalty?

Is your market share slowly dwindling while you've just been doing business as usual?

Can your customers tell you apart from the competition?

Every business today is realizing that simply being "competitive" is about as effective as running in place. But with Nichecraft, you can learn how to make your business stand out in a marketplace with too many companies, too many products, and too much kamikaze pricing.

Based on a nine-step plan that guides you through the process of getting your business "niched," marketing expert Dr. Lynda Falkenstein shows you the right questions to ask about your product, how you sell it, and who your customers really are. With hands-on exercises and worksheets that will help you identify your niche, Nichecraft will make every business owner and entrepreneur smarter -- through bypassing costly head-to-head combat with your competitors and "hitting them where they ain't!"

"Just great! Straightforward, practical. . . required reading for anybody wanting to increase their bottom line."
--Craig Corson, President, American Association of Better Business

What People Are Saying

Craig Corson

"Just great! Straightforward, practical. . . required reading for anybody wanting to increase their bottom line."

Product Details

ISBN-13: 9780887308017
Publisher: HarperCollins Publishers
Publication date: 7/28/1996
Edition description: 1st ed
Edition number: 1
Pages: 304
Product dimensions: 6.22 (w) x 9.28 (h) x 0.88 (d)

	Introduction	1
1	A Niche is Born	5
	The New Rules	5
	Understanding the Game Plan: Niche Think Begins	10
	Characteristics of A Niche	13
	Oh, So Nicheless	20
	So What Does this Mean for You?	24
	More Niche Characteristics	30
	Is it a Field or a Niche?	34
	Not Just Any Niche	36
	The Fear of Niching	37
	And What Business Card Will I Use Today?	40
	The 9 Myths of Niching	43
	Nine Steps to Business Success	48
	The Nine Steps in Action	53
	Your Own 9 Steps	60
	Why the Fuss?	61
	Where are You Now?	62
	Your Essential Nichecraft Vocabulary	63
	Summary	65
2	Eliminating the Competition	67
	Narrowing the Focus	68
	Building on Your Strengths	70
	The Patterns in Your Life and Business	73
	Event Consequencing	75
	From a Little Bug an Industry was Born	76
	The Microchip Mentality	78
	What Business Are You Really In?	80
	What Are You Willing to Give Up?	81
	Going Back to Spam	83
	A Financial Planning Firm with the Courage of Niche	84
	Business Etiquette Only	85
	Deciding Your Niche by the Numbers	88
	The Lessons I Have Learned	90
	Your Opinions May Be Your Niche	92
	Niche Your Style	93
	Invent Your Own Language	99
	Creating Your Own Culture	99
	The Test of Discrepancy: What Your Firm Doesn't Stand For	100
	Critical Attributes and Your Business Success	101
	Turn Free Advice Into a Lucrative Niche	103
	And What Do You Do?	104
	Outside-In Views	106
	Missing a Niche	108
	Summary	110
3	Making Your Niche Work in any Economy	111
	Intentional Themes	111
	Mom and Pop Get Niched	116
	Does Your Franchise Have a Niche?	117
	Niching Prices and Fees	120
	Joining the Club	121
	When Your Business is a Professional Service	123
	Special Considerations	123
	The Case of the Nicheless Coaches	130
	Niching Your Multi-Level Business	131
	The Consistency Criteria	133
	Predicting Trends and Likely Niches	134
	Make Yourself Indispensable	139
	Drawing Outside the Lines	140
	Your Niche Within the Large Corporation	141
	Summary	142
4	Moving in with your Customer	145
	A Niche With No Place to Go	145
	Applying the Platinum Rule	148
	Your Clients' Hot Buttons	155
	How Do I Find Out What These Hot Buttons Are?	159
	A Case Study of Success	160
	Listening to Your Customer's Wants	162
	Hit 'Em Where They Ain't!	163
	Cosmos for the Consumer--A Case for Going Direct	166
	Just Say No! Again	167
	Same Widget + Different Use = New Niche!	168
	The Juggling Act	169
	Making the Big Fit: Shifting the Variables Around	170
	Checking In With Your Goals	172
	The Case of Multiple Niching	173
	A Kind of Negotiation	174
	Summary	174
5	Marketing Strategies That Increase Profits	175
	Becoming a Household Word	175
	Is it Marketing or Selling?	177
	Is Your Marketing for the Chickens	179
	On Selling	180
	Define Your Geographic Universe	181
	Stages of Innovation aka "Look Ma, I'm Here"	183
	Your Aggressive Marketing Plan	186
	Adding Value: The Case of the Thirteenth Donut	199
	Talk, Talk, Talk	202
	Middle-Seat Marketing	203
	Think of Yourself as a Billboard	203
	Give Your Niche A Personality	204
	Beyond Networking to Relationshipping	206
	Advertising: When to Buy It and How to Use It	210
	Bundle Your Niche	212
	Making Technology Work for Your Niche	213
	10 Tips for Getting Your Book Done and Making it Work	218
	Summary	219
6	Making Your Niche Rich on the Net	221
	Old Rules Apply to New Web Medium	221
	Selecting a Domain Name--Another Strategic Decision	223
	Limit the Bells and Whistles	228
	Hitching Your Website to a Star	229
	You Must Be a Role Model for Your Clients and Customers	230
	Applying the 9-Step Process to Your Website	231
	Summary	233
7	The Guarantee of Success: No Plan "B"	235
	Risk Versus Gamble	236
	Your Risk History	236
	Your Instinct History	241
	No Plan B	244
	Commitment vs Contribution	244
	Ignoring the Distractions	245
	Worrying What Others Think	247
	Staying the Trendsetter	249
	The Knockoff Artists	250
	The Impostor Syndrome	251
	The "Unhelpers" in Life	251
	Navigating the Obstacle Course	253
	Beware Gold Fever	257
	Your Business Is Getting Unniched When	257
	Do You Know When to Ditch Your Niche?	259
	Your Entrepreneurial Score Card	259
	Your Own Private & Quiet Space	262
	Off to Court We Go!	262
	Revisiting Nichecraft's Basic Steps	264
	Niche Summary Test	264
	Form a Nichecraft Group	268
	Your Plan for Action	269
	Your Nichecraft Pledge	269
8	The Craft in Summary	272
	Nichecraft's Most Frequently Asked Questions (and Answers!)	271
	About the Author	303

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NICHECRAFT: Using Your Specialness to Focus Your Business, Corner Your Market, and Make Customers Seek You Out

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