Mel Feller Examines Niche Marketing Power The key to attracting new customers to your business, whether online or off lies in understanding a few simple things about how the brain works. Usually at an unconscious level, people are constantly scanning their environment to separate the relevant from the irrelevant, the safe from the potentially hazardous, the desirable from the unappealing. The major challenge for the small business marketer is discover what motivates their target audience, and then to speak as directly as possible to those fears, desires, goals, priorities, and needs.

1. Mel FellerExaminesNiche MarketingPower
The keyto attracting newcustomerstoyour business,whetheronline oroff liesinunderstandingafew
simple thingsabouthowthe brainworks.Usuallyatan unconsciouslevel,peopleare constantly
scanningtheirenvironmenttoseparate the relevantfrom the irrelevant,the safe fromthe potentially
hazardous,the desirable fromthe unappealing.The majorchallenge forthe small businessmarketeris
discoverwhatmotivatestheirtargetaudience,andthentospeakasdirectlyaspossible tothose fears,
desires,goals,priorities,andneeds.
You are onlykiddingyourself if youthinkyoucanbe all
thingsto all people.Thatinsidiousformof self-
deceptionfallsinthe same categoryas‘If youbuildit,
theywill come’.WoodyAllenisquotedassayingthat
‘Eightypercentof successisshowingup’,butbearin
mindthat comedy(andsometimesdrama) isoften
basedon exaggeration.Showingup -- whichcanrange
fromcreatingan Internetpresence toattending
networkingmeetings -- isa good start, butit generally
will notgetyoutoo far unlessyouthrow ina dash of
originality,competitiveness,andastrategicplanof action.
Since people are constantlylookingforspecializedinformation,services,andproducts,astrategyworth
pursuingisto devote atleast50% of yourmarketingeffortstoreachingniche markets.Granted,
marketingisnomore of a ‘one size fitsall’endeavorthananythingelse,butwhatisn’tgoingtochange is
the fact that people are generallydrawntothingsthatare customized,personalized,orotherwise
gearedto theirpersonal preferences.
Consideringthatyourprospectiveclientsandcustomers,are continuallyscanningthe Internet,the
media,andtheirenvironmentforinformationthatisrelevanttothem, why nottipthe scalesinyour
favorby tailoringyourmarketingmessagedirectlytothe differentniche marketsyouare tryingto
reach?Whetherit’sseniorcitizens,newhomeowners,parentstobe,recentgraduates,newlyweds,or
frustratedjobhunters,capturingpeople’sattentioncansometimesbe assimple asrecognizingthemas
individualsorasa memberof a specificdemographicgroup.
For example,have youeverinadvertentlyignoredsomeonewhowassayingtoyou‘excuse me’or‘you
droppedsomething’;butif theycalledyoubyyourname,youwouldimmediatelysnapoutof yourhaze
and payattention.Again,itisjusta matterof breakingthroughpeople’sfilteringsystemsandbeing
noticed.Thatis oftenthe numberone steptoeffectivelymarketingyour products,yourservices,or
yourself.Actually, Iwouldbreakthatdownintothree parts:getnoticed,connectwithyourprospect,
Mel Feller

2. and putthemin a receptive state of mind.If youconveythe impression,rightoff the bat,thatyour
service orproduct istailormade for theirneeds,wants,orspecificsituation,thenyoumayhave fulfilled
all three requirementsinone fellswoop.
Once,youpresentedyourcase formakingyourprospect’slife easier,more secure,healthier,more
comfortable,prosperous,convenient,happier,ormore problemfree,yourremainingchallengeisto
anticipate objections,lowersalesresistance,andinjectyourofferwithasubtle,yetperceptiblesense of
urgency.If you have paintedavivid,benefits-filledpicture of yourservice orproduct,theirmotivationto
experience those advantageswill helpyouconvertthemfromaprospectto a customer.
Mel FellerCareerHighlights
Mel Fellerofferscareerandleadershipcoachingtoexecutives,entrepreneurs,andothercoaches. Mel
isalso a life coachand usuallyadviseshiscareer&leadership-coachingclientsonwork/life balance and
otherissues. Mel activelycoachesothercoachesone-on-one,ingroups,orthroughMasterMinds and
lasercoaching.
His coachingspecialtyishelpinghigh-performingpeopletoaccelerate theirprogressbygainingclarity,
alignmentwiththeirtalents,andfocusingonwhatismeaningful tothem. He alsoworkswithpeople
whofeel stuckat workor in life andhelpsthemcreate momentumtogetintothe work theydreamof
and feel goodabouttheirlivesoverall.
He alsooffersbusiness-consultingservicestoentrepreneurswhoare visioning,launching,ortryingto
scale theirbusinessesforprofitable growth.
Mel isa motivational speakerwhomakesseveral appearancesayearand will speaktolarge andsmall
groups. He will alsooffertocustomize aspeechorworkshop/retreatforyourorganization. He isalsoa
newspapercontributorandblogger;blogsunderseveralblogshe ownsandcontributes toseveral more.
As a certifiedcoach,Mel hasstudiedwithFranklin-CoveyInstitute,The Financial Institute forLife
Transformation;CoachingForSuccessElite Coaching;andisa memberof several Boardsand
Associations. Mel alsohas an MA inHuman Resources,marketingandstrategy/policyanda MA in
PublicAdministrationfromUtahState Universityanda BA inPolitical Science,AccountingandLegal
StudieswithHighHonorsfromWeberState University. Previously,Mel workedasa Chief of Staff fora
UnitedStatesSenator.

3. What distinguishesMel isthathe has beenahigh-poweredexecutive;astay-at-home/workathome
single dadat one time;andan entrepreneursohe understandswhatthe challengesare forC-Suite
executivesandwhattheyare for Stay-At-Home parents’thinkingaboutre-enteringthe workforce. He
has done itand he getsit!
Most coachesdo not have the level of businessexperience thatMel doessoit giveshe a helpful vantage
pointto coach CEOs,seniormanagementteams,C-Suite level andmiddlemanagementlevel executives.
He personallyworkedwithseniormanagements,CEOs,andBoardof Directorson businessstrategy
issuessohe understandswhatittakesto thrive andpersuade inthatenvironmentfirsthand.
Mel understandshowtohelppeoplecreate momentumforchange intheirlife andhow tobreak
throughthe barriersholdingthemback. He isa big believerintakingconcrete stepsforwardeveryday.
Mel wasstuck andmore thanonce andso he knowsfirsthandhow hardit can be to change yourlife to
pursue yourdreams,buthe islivingproof thatitcan be done.
It ishismissiontohelpyougetintothe life youdreamabout,toconvince youthat youcan make a living
doingwhatit isyou wantto be doing,to helpyoufeel likeyouare livingyourpurpose andincongruency
withyourvalues.
“Truth telling,honesty,andcandor:IlovedyouMel Feller!Youhave somuch energyandknowledge!I
trulyhope I getanotheropportunitytobe coachedby you.I see myself alittle clearernow,and it’snot
so bad.”
Lisa Mathews
“Mel Felleryouaddedmore value thanwe canpossiblysee rightnow.Mel Feller,youare warm,
inviting,andaccommodating.Thankyouforcomingalongside usinthistransition!”
VanessaCavanaugh
“Mel Fellerthe besteducationsessionthatwe have attendedinmanyyears!Thankyousomuch — I am
veryexcitedtoputeverythingyouhave taughtusintopractice!”
Michael Randolph
“Mr. Mel Feller,Thankyou,thankyou,thankyoufor givinga marvelouskeynote atourSymposium!
While we have notyetcollectedthe official feedback,the unofficialfeedbackwasthatYou Were a Hit! I
heardnothingbutcomplimentsregardingyourpresentations.Thankyouformakingsucha positive
impacton our attendees!”

4. Lyle CunninghamVP
"Mel Felleruseshishumor,compassion,anddirectnature tohelpbringoutthe bestinme.Mel Felleris
committedtohelpingme live...Imean,reallylive,life toitsfullest."
Jose Rodriguez
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