Marketing Diets

A google search for “diet” returns close to 20 million hits. The vast majority of these are web sites and blogs selling something. A diet book, a diet plan or a diet product.

What makes the diet niche so attractive for marketing?

I just received this email with tips of how to find your niche for online marketing. Very good advice if you want to make money by advertising on the internet, I think. Sound marketing principles.

  1. Discretionary income – does your market have money to spend? It sure is easier if they do. This might seem like a dumb item, but most people don’t actually ask this question.
  2. Ease of Communication – how easily can you target your prospects? Are there forums where they hang out? What are the common search terms for this market? What other “water coolers” does this community hang out around?
  3. Customer Avatar (this is huge) – how well do you know the main customer identity of your market? Can you identify with them, speak or learn their language, and understand their pain and desires?
  4. Market Vitality – how much “new blood” does your market get each year? How many new prospects can you realistically get into your pipeline every day?
  5. Size of the market – how big is the market? Bigger is not always better, but it’s important to know how much you can expect to make given your estimated success level.
  6. Buying Tendencies – Is your market ready to buy? What is the venue through which they buy? Some markets are still filled with prospects uncomfortable purchasing online.

I can’t think of any other single market that would fit these requirements as much as the diet niche does.

  1. Dieters have money to spend. They are mainly adults with a job, and a relatively low cost product is affordable for them. Desperate to lose weight, cost for a diet also takes priority.
  2. Dieters often hang out on online forums. Sock puppet type of interaction is not only possible, it’s often welcome (provided you don’t let on that you are a sock puppet, of course). It is so easy to start a thread and claim great results from a product or diet plan. Who is going to contradict you? These forums typically do not allow anybody to argue with you, as posts are supposed to be “positive” and “supportive”.
  3. Almost anybody could identify with a dieter, as most of us has dieted as some point in our lives. Often tried more than one diet. Understanding the desperation of an overweight person. Knowing how they look for a magic pill.
  4. No lack of new customers for diets. With the so common failure, or regain, the promise of a new diet is always welcome. It will work this time!
  5. The size of the market is practically unlimited. I really can’t think of any other market that could equal it. At least not on on the internet.
  6. People that spend time online and join online diet forums generally have no problem making purchases over the internet. Selling over the internet to this group is probably an advantage as compared to conventional methods.

Seems like a gold mine, doesn’t it? It’s just a matter of finding something new or different so that you will stand out from the competition. And hope that customers don’t get savvy and actually do some research before parting with their money.

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