The Hottest Niche For Information Marketers

For all of us in the information products creation business, one topic of never ending discussion is, "What are the hottest niches to focus on right now?" Although this obviously changes month to month, my survey of information marketers reveals that the following is at the very top of the list.

Certainly the economic crisis creates a lot of need for very targeted information products. Thus top on the list would be resources for people who are about to lose their homes to foreclosure. This niche has three distinct sub-niches to it.

The first is practical information specifically for people who have actually lost their homes, or are in the midst of a foreclosure. The need is obviously for practical information about options and steps one can take to minimize the trauma of losing one's home. Along with this advice is a need for specific resources. This would include step-by-step instruction about how to file an appeal, the best alternative housing options on a city-by-city basis and resource directories on those who can assist in making the transition. This is obviously just the tip of the proverbial iceberg.

The second sub-niche within this category is information for those people who are potentially facing foreclosure. This might include risk factors to be aware of. Strategies for negotiating with a bank or lender. What to do (and not to do) when you start to fall behind. In many ways this is most likely a better market for information products.

The third sub-niche is an information product that focuses on how people can re-establish their credit once they have been foreclosed on. According to my banking friends and other financial advisors, the most common question they hear is, "Will I ever be able to own a home again?" While the answer is "yes", there are a number of practical steps one needs to take in order for that to happen.

Information products for these niches might include a series of interviews with experts in the field, a videotaped seminar, a "million dollar rolodex" of resources. All of these resources could be bundled into a single package or offered unbundled with a la carte pricing.

It would seem that this is a niche that would also lend itself well to a continuity program or some style of multi-segment training subscription. The audience most likely to be interested in such a program is likely to be those looking to rebuild their credit.

The subscription program could offer a bi-monthly "This is a very specific step you should take" in order to re-establish financial worthiness. Each segment could be supplemented by teleconferences with experts, or perhaps those who have successfully pulled themselves back from foreclosure and bankrupcy. It goes without saying that the content needs to be both very specific and beyond the simplistic advice that is offered on morning television talk shows.

What makes this a particularly good niche for information marketers to explore is that the information people need has not been assembled in one "easy to understand and implement" program. It's scattered across a wide number of websites and government agencies and the rules seem to change periodically. (This is another good reason to offer a continuity program that provides subscribers with access to the most current strategies based on changes in the regulations.) For all these reasons, among the niches I investigated, offering high-quality information to those who are going through foreclosure stood out as the hottest topic.

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