I talk all the time here about target marketing and niche marketing but I wonder sometimes how many of you really get it. If I were to ask you today who your target is what would you say? If you answered “brides” you are wrong. Not every bride is your client so why are you wasting your time and money marketing to her?

If you are a cake designer and your prices start at $7 per serving why would you market to a bride with a $3000 budget?  Likewise if you are a bridal salon that regularly runs $99 specials I would think you wouldn’t be advertising in the society pages. Likewise why are you wasting your time on brides that just aren’t your style? If for example you are a florist that really excels at clean contemporary designs why is your portfolio or gallery full of traditional designs?

Make 2008 the year that you only go after the brides you really want to work for. I’m talking about exclusionary marketing. It’s time to throw away the trolling net and start using a scalpel. The biggest fear is that you may be overlooking 100’s of potential clients. That is probably true; in the beginning. However, once you really make your mark, your branding, the brides you want will seek you out. As you build your reputation the brides for whom what you do and how you do it is a priority will find you. They will want to be a member of “Club You”. Stop wasting your time on the other ones. Don’t be afraid to tell a bride that hers is just not your style of wedding and you don’t think you would be a fit.

Let’s look at nightclubs for a minute. Don’t the best ones have the biggest velvet ropes and the baddest bouncers? It’s about exclusion. It is about their clients feeling like “Hey I’m cool enough to get in here”. That in turn makes others want in so they can claim status in that group. “Hey I must be cool too.”  The only way to make it cool to be included is by excluding some one else. I know that may sound crass or harsh but is a legitimate marketing play.

Look at gmail. Why is it so hip with the tech savvy? It’s hip because when it was introduced it was by invitation only. The same thing with Tiffany’s; not everyone can afford a ring from them, that is why everyone wants that blue box.

Using exclusionary marketing to define and promote your brand works as long as you remember to carefully define your niche to meet your needs. Be sure it is large enough or lucrative enough to support your business. Bottom line, limiting yourself to too small a niche will kill you. You may want to start from the back end. Look at the income you want, how you want to work and then find the niche that will get that for you.

Suppose you are a baker that only wants to do cakes that are simple and all look basically alike; a cake you can repeat over and over without much thought. That is a legitimate niche, you are excluding any one that wants a bespoke cake. Look to your desired income and see how many of those at the current market price you have to make and define your market from there. That will give you a good idea of the group most likely to want your cakes. Now you just have to do the homework on where they live, marry, shop and read. (That’s not as hard as it sounds)

That same thing holds true no matter who you are or what you do. If you are a photographer wanting to only do high end weddings don’t include a budget package. If you want to play the exclusivity card don’t allow those not in the club the opportunity to buy in at a basement rate. It spoils the effect.

Don’t be afraid to stop trying to get every single bride. Take the time and make the effort to find and sell only the ones you really want. Your efforts will be rewarded.

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