Find a Husband After 35 by Rachel Greenwald

Author:Rachel Greenwald
Language: eng
Format: epub
Tags: Fiction
ISBN: 9780307415233
Publisher: Random House Publishing Group
Published: 2007-12-17T16:00:00+00:00

Step #9

Niche Marketing: “Date” Women

WHAT I LEARNED AT HARVARD BUSINESS SCHOOL

Niche marketing is a powerful tool in selling any product. The notion is that your product has small groups of ideal buyers who are subsets of the larger marketplace. These groups (or niches) have the most eager and willing buyers because they have certain traits that are ideally suited to what you are selling. While you would continue to sell your product to a general customer base, you might market your product more heavily to a high-potential niche. For example, some cosmetics companies offer hypoallergenic face creams, which they sell to regular customers in any department store. But some of these companies have realized that the patients of dermatologists are a perfect niche market for their products. Dermatologists have a high number of patients who are ideally suited for hypoallergenic products, especially face creams. So a few smart cosmetics companies have created a special sales force to sell directly through dermatologists to their patients.

Another example of niche marketing is this book. The Program really can work for anyone: women and men of all ages, and gays and lesbians. But I have chosen one niche, “women over 35 looking for husbands,” for marketing the book because I believe they (you) are my best customers.

WHY “DATE” WOMEN?

Women are often an overlooked niche when you are looking for a husband. No, I’m not suggesting that you pursue “romantic” dates with women if you are heterosexual! But here’s a fact: Women are more likely to fix you up on a blind date than are men. Certain women will be your target niche because they are most likely to “buy” your request for fix-ups.

So your task in Step #9 is to identify six female friends or acquaintances, take each out on a “date,” and directly ask her to fix you up. It’s not as simple as it sounds. This is not what you have already been doing when you’ve asked your friends to fix you up in the past. This is a strategic endeavor designed to systematically identify women with high potential to know single men, and get them to actively fix you up.

THE GOALS FOR YOUR “DATES”

The four goals for your female “dates” are to:

Let these six women know about your marriage focus.

Ask them explicitly to fix you up with any single men they know.

Brainstorm about eligible men they may know but might have overlooked.

Ask these women in turn to ask their friends and relatives (who may in turn ask their friends and relatives) to fix you up.

This last goal may be the most significant, as it starts a powerful “viral” marketing process—that is, spreading the word in marketing-speak—that may have results you could never imagine.

HOW TO SELECT YOUR “DATES”

Not just any woman qualifies for this step. The women should be selected carefully for your niche marketing campaign with the following five criteria in mind:

Criterion #1) Married: Married women won’t (or at least shouldn’t!) have their own dating agendas and be looking for the same single men.

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