Since my job offers a flexible schedule, I work from home on Fridays, and I make it a short day. Just before I wrapped things up yesterday, my wife asked me to drive her to the doctor's office. As I thought how I would rather have my eyes removed with a spoon I said, “Sure, honey.” Off we drove to the most common torture room in the world.
Upon arrival we were assaulted by some of the worst music imaginable. Soft tones that in no way pleased the ear. The television was on. If talk shows about women's health are you cup of tea, you would have been in heaven. So, I dug into a three-month-old edition of Sports Illustrated and read about the football playoff predictions that aren't even coming close. Nobody saw Tennessee undefeated nor New England struggling for .500. Next was a set of Reader's Digest that were about the same age as me. Yes, this appointment was taking that long, at least it seemed to be.
After I had shoveled through those antique tomes, I started looking around for the next distraction. Nothing. I was staring around the room when I fixated on the pamphlets. There wasn't a single thing of interest to me. Then it hit me. The people who had printed those pamphlets had a great idea. They have you captured by an evil scientist and force feed you their material. No, wait. What I mean is that they have their stuff out in a niche market where interested parties can gather their information. It is a perfect situation, one that we would all like to be in.
The story may be slightly dramatized, but the point is still a valid. You have to find your niche and get you materials into it. Sounds like falling off a log until you try to do it. The smaller the niche, the more problems you will have. Knowing your market is the first step. Next is an effective marketing campaign, which almost always starts out with print material that is in the right place at the right time. Whether it is in a doctor's office or sales letters to every manufacturer in the phone book, a printed campaign is, dollar for dollar, the most effective way to market your product.