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How to Position One Product in Multiple Markets & Niches

by Mark Pescetti
2 replies
I love, love, love products that have broad, mass appeal.

You can position a wildly valuable product to generate multiple streams of income - if you're willing to see all of the ways it can help different people.

I'll give you an example:

I wrote copy for a non-denatured whey product.

This stuff is truly amazing.

I've personally gone through 50 pounds in less than 5 months. And at $180 each, it's not necessarily a cheap health addiction to have.

The type of people it impacts is far, far-reaching.

In the first round of copy, we focused on whole body health and detoxification - because when amino acids maintain their original shape (i.e. non-denatured,) they can link to create Glutathione, which is a master antioxidant/detoxifier.

But the product can be niched down to multiple markets.

It can help heal leaky gut (by pulling the stressors and toxins out of the gut that makes it inflamed and porous.) Boom. There's a market.

It's great for helping the body get rid of the "crap" that feed airborne allergies and environmental sensitivities (because it can neutralize the free radicals and heavy metals that make people's immune systems overreact.) Boom. There's another market.

Here's my favorite:

When people workout, their bodies produce a much higher number of free radicals. The average person's red cells are attacked by free radicals 10,000 times a day. When you workout, that numbers massively jumps as high as 50,000 times a day. That's why a lot of people who push their bodies recover slowly or even get sick after their workouts.

It's also why whey is so popular. The problem is, all of that other whey on the market is actually toxic (denatured) and totally fails to neutralize and eliminate the toxins that hamper athletic performance. Imagine being able to boast what happens when you have a non-denatured whey product that actually works? Magic, right?

Here's your homework:

Write down all of the ways your product (or service) can be positioned in front of different markets or niches.

Answer that question and you'll open up your business to multiple streams of income from just one product.

Who doesn't want that?

Mark
#markets #multiple #niches #position #product
  • Profile picture of the author Marc Rodill
    Ow, too much science. I'm just a regular guy over here. You hurt my brain with fancy college level words. But your point is sound.

    I was watching a webinar by Ron Douglas where he created his Recipe Secrets book, you know for people who want cooking recipes.

    But his product appeals to almost every sub niche in the cooking market, like cooking for diabetics, cooking for gluten free diets, cooking for etc.

    So while he narrowed his focus so he can totally dominate one specific part of that market (famous recipes) he can go to all these other markets and talk their language.

    So for example several of his recipes would appeal to one segment of the market, and several of his other recipes might appeal to another segment.

    He niches down so he's specific and can easily represent a certain aspect of the market, but it also has a broad appeal at the same time.

    You can do this for almost any market. But most of us do the opposite, we try to create the ultimate guide to xyz and make it an encyclopedia that's generic.

    But if you try to appeal to everyone, you appeal to no one. So your best bet is to appeal to a tiny percentage of the market, so you appeal to that specific group of people 100%.

    It's easier to get market share and sales that way. And promotional partners too, because you're filling a need in the market that their audience demands.

    Win win over all. Good post.

    Thanks
    Marc Rodill

    PS. I'm assuming you're jacked now after eating 50 pounds of the stuff? I really need to get back on some sort of exercise plan personally.
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    • Profile picture of the author Mark Pescetti
      Originally Posted by Marc Rodill View Post

      I was watching a webinar by Ron Douglas where he created his Recipe Secrets book, you know for people who want cooking recipes.

      But his product appeals to almost every sub niche in the cooking market, like cooking for diabetics, cooking for gluten free diets, cooking for etc.

      So while he narrowed his focus so he can totally dominate one specific part of that market (famous recipes) he can go to all these other markets and talk their language.
      Exactly. You can essentially rebrand the same product - so it appeals to different segments of your broader market and produce WAY more money. Of course, that's assuming your have a product that is extremely valuable and has enough cross appeal to make such a venture profitable.

      Originally Posted by Marc Rodill View Post

      You can do this for almost any market. But most of us do the opposite, we try to create the ultimate guide to xyz and make it an encyclopedia that's generic.

      But if you try to appeal to everyone, you appeal to no one. So your best bet is to appeal to a tiny percentage of the market, so you appeal to that specific group of people 100%.
      Ah, but you're not trying to appeal to everyone. You're taking the same amount of time to ensure that every aspect of your campaign resonates with the market segment you're targeting. If a product has massive cross appeal, you can position it to be THE SOLUTION your niched audience is searching for (or stumbles across.)

      This isn't taking a sales letter and making slight changes (to fit different markets.) You're creating totally original copy and content to brand and position your product in the same way you would if you were only going after a single market.

      Sometimes though...

      It's not worth it.

      Look at Dove Soap. They position themselves as a way to create soft skin, not necessarily clean the body (like Zest.) They (rightfully) niched themselves to appeal to people (mostly women I assume) who want soft skin, while getting clean. It wouldn't prudent for Dove to go after different market segments because their branding is HOW they're known. It's their bread and butter. Doing something different would shoot themselves in the foot and undermine their brand.

      In direct response...

      We have a little more freedom with our branding and positioning.

      Originally Posted by Marc Rodill View Post

      PS. I'm assuming you're jacked now after eating 50 pounds of the stuff? I really need to get back on some sort of exercise plan personally.[/font]
      Not jacked. Slimmed down and toned. Real protein doesn't necessarily create bulk. Of course, it all depends on how you workout and what your intentions are. Personally, I look funny all jacked up.
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