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

Describes the advantages of targeting services towards a specific market, tells how to focus on the customer's needs, and suggests marketing strategies

About the Author:

Dr. Lynda C. Falkenstein learned about the importance of distinguishing yourself from everyone else by working with scores of organizations and individual entrepreneurs all seeking the same golden ring: success, profits, and happiness. Known as "The Consultant's Consultant," Dr. Falkenstein's business seminars have been presented coast to coast and attended by more than 50,000 people. She is the author of several other important publications, including Consulting for Fun and Profit, Don't Retire: Reformat!, and Starting Your Own Business. Her "Niche Doctor" and "Consulting to Professionals" columns have appeared in respected papers nationwide.

Many companies have been able to succeed by "niche marketing" --that is, concentrating on a small or unique segment of the market that has been overlooked or ill-served by larger companies. Falkenstein's own specialty has been conducting seminars on how to do just that, from which she has already sold more than 70,000 copies of this previously self-published work. Now revised and updated for a larger market and filled with exercises and work sheets, her guide sets out a nine-step process for finding and taking advantage of one's own niche. David Rouse