Customer Reviews

Crackerjack Positioning : Niche Marketing Strategy for the Entrepreneur

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This is one of the greatest "back-to-basics" books I have ever read. I am not sure any review can do it justice. It affected me both in my professional life and my personal life. It speaks of the importance of maintaining a single and passionate focus. Don't let the date on this book put you off. The examples--and lovely stories--the author tells are just as valid today. Krispy Kreme makes a darn fine donut. They are not about to go into, say, the car-rental business to make it easier for out-of-town people to get to their stores.

It's not unlike NASCAR and other auto racing. You have a single goal. Go fast. Turn left.

If your team focusses on that goal, the endorsements and the money will come.

Now if you make Cheerios and have the line to make them, spray-painting them colors and calling them Froot-Loops makes a certain amount of sense. One never loses sight of the limitations on how far one should go.

The author is obviously a gent and a mensch and knows of what he speaks. It is worth checking out.

This is the first book I ever bought on niche marketing and it is by far one of the best. Even though it's from 1993, the methods can still be used today with really good results if you apply what you've learned. All in all, a great reminder on how to stand out and market yourself as an expert in any subject.

Sherice Jacob, Author
Get Niche Quick!: The Definitive Guide To Marketing Your Business On The Internet