Monday, February 05, 2007

Russian Matryoshka Nesting Dolls and Mediation Marketing

No Reservations, my favorite travel/cooking show, is quite a sort of inspiration for me it seems. First, globe-trotting host Tony Bourdain convinces me to confound expectations and now he’s got me thinking about how nesting dolls resemble niche markets. Go with me here…

Russian Matryoshka Dolls originated in Moscow in 1890 and gets its name from the Latin word for mother. The dolls range from largest to smallest in size, each one fitting nicely inside of the next.

Sounds like choosing a niche, huh. You start at the largest segment of the population and work you way towards a smaller one that’s sustainable and you feel passionate about working with.

Think about mediation as the largest ‘momma’ doll. Why not embrace the next doll? Think about a broad area to specialize in like workplace, family, commercial, divorce. But why stop there? Choose a sub-niche within your niche…like a marital mediator.

Laurie Israel of originally assisted divorcing couples. However, her interest in marriage itself and the experiences of her clients inspired her to shift to a sub-niche, helping couples communicate better so divorce is unnecessary.

One of the most fascinating aspects of the Matryoshka dolls is their diversity. (There are over 450 traditional styles and 308 sports styles alone) They vary in so many ways- material used, shape, style, and subject. Yet, they all spring from a single idea. Your mediation practice can be just as diverse and still fit inside the big momma of mediation.

If you’re not sure how to do that, join me on Friday, February 9th at 1 EST for my teleseminar Sizing up Your Niche: the Mechanics of Picking a Niche. We’ll talk in depth about online tools that will make research a breeze, where to find out the ‘inside poop’ on your niche and how to make that first approach. It's 60 information packed minutes that can make marketing much easier.

-This teleseminar is a pre-requisite for enrolling in the upcoming Niche Action Group-

Hope to ‘see’ you there!

Try. Fail. Learn. Grow!




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