as appropriate. Conclusion   Your guarantee can be one of your most powerful marketing tools. Unfortunately, the vast majority of businesses just dont want to place a strong guarantee on their product or service. Theyre too afraid of the perceived negative consequences. Its a pity.   Develop a guarantee today that stretches you to the limits and test it. If it doesnt work for youfine. I "guarantee" that it will though and youll start winning customers with ease. Niche Marketing: Expand Your Customer Base By Narrowing Your Marketing Focus   I believe one of the most underutilized marketing weapons for small businesses is the power of niche marketing. Niche marketing is simply marketing to customer groups that fit the demographic and psychographic profile of your target market.   For instance, if youre a public relations specialist, instead of marketing your services to anybody and everybody, why not market your services to a specific industry that relies heavily on public relations such as the not-for profit industry.   You could get even more specific and specialized by offering your services to only not- for-profit religious organizations. Although this narrows your market significantly, it will open up doors you never knew existed.   Benefits of Niche Marketing   Why would anyone want to narrow down the amount of people to which they market? It almost seems counterintuitive. Just think of all the opportunities a business would be missing by not marketing to the masses.   The truth is that when you narrow whom you market to, three magical things happen.   1. Your Product or Service Becomes More Desirable   You start to create a set of tailored products that work very well specifically for your niche. People want to buy stuff thats made just for them...that solves their unique problems. Would you rather buy a mass produced suit or would you rather buy a suit made-to-fit just for you?   2. Your Name and Brand Spreads Rapidly   People in groups talk! Lawyers talk to other lawyers. Gas station owners talk to gas station owners. Pool builders talk to pool builders. If youre good and you provide