Timothy Schucker breaks down how to pick a niche for life insurance marketing. Look for an audience of at least 500,000 people with disposable income and families, ideally around 1 million. Pick something you actually understand or have a connection to, or you won't be able to speak to them.
So how do we pick a niche? There's a couple different things that we want to qualify when we're picking a niche. I want to make a life insurance campaign for underwater basket weavers. There's maybe 3,000 of those people in the United States, right? I'm going to run into a cap at a certain point. We want a niche audience, but we want them to be large, so ideally a million, but at least 500,000. Also we want to figure out do they have money? Because they have to be willing and able to purchase it. Right? So we want people that have a sizable expendable income, but. But also people that have families and care about leaving money behind to their kids. Do you have a point of tangency? Did you used to work in that niche? Do you have family members in that niche? Can you relate to them? If you can't really relate to them or you don't know how to talk to those people, I wouldn't target that niche. So you want a niche that you can relate to.
