The main goal in trying to market any product is to identify your target buyer and determine what their needs are. Then you will be able to focus your marketing on explaining how you are going to meet those needs.

Let’s take a look at a niche product like 3 bar - a vegan, organic, diabetic-friendly energy bar which is designed for the kind of people who compete in triathlon sports. If you were going to market this product, you would ask yourself what the needs are of this group. Here are some of the answers that you would come up with:

• They need an on-the-go food that does well in multiple climates because they exercise in different places.
• They are concerned about their health and are probably equally concerned about their impact on the environment around them.
• They want to find a way to quickly gain energy without using unnatural substances.

In marketing to this group, you would ask yourself how your product meets each of these needs. (For example, you would promote the idea that your nutrition bar was the best nutrition bar for the environment). You would then use videos, print ads and other advertising to concisely explain your methods of meeting these needs.

Of course, you’ll take other factors into consideration as well (such as what type of ad images appeal to your target market.) However by identifying the need that you’re meeting and explaining how you meet it, you immediately give your audience an indisputable reason to buy your product.

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