What You Can Learn From An American Scottie Dog Lover

Following my Letter from America and my observations about what was going on over there, a number of you e-mailed asking me to give a bit more detail.

The Scottie Lover

On the first day of the conference I sat next to a lady called Margaret who must have been in her 60s and who, frankly, was not the sort of person I expected to see at a marketing super conference. She was someone whom you might expect to be taking it easy and enjoying her time with her grandchildren.

When I asked her what she did, I learnt that she specialised in selling products about and for Scottish Terriers.  She had an online business that sold to customers all over the world who were mad about Scotties including, she proudly told me, to owners in Scotland.

If you go online and Google ‘Scottish Terriers’, you will discover a whole world of Scottie mugs, trays, leads, coats and tea-towels.  For those who love these wee dogs, you are in Scottie heaven.

Margaret has five of them and is obviously a passionate owner.  But, more importantly, she has turned her passion into a niche business.  She is an expert on Scotties and knows exactly the sort of things that Scottie lovers want.  Also, by developing this niche, she is making a very good living.  And at her time of life probably the last thing she would have expected.

There is definitely riches in niches and if you can marry it with a personal interest then so much the better.

A Remarkable Mindset

But this story has another lesson.  It’s to do with mindset.  I made an incorrect value judgement about Margaret when we first met.  As I discovered, not only is she is a successful online marketer but also a member of a high-powered Peak Performers mastermind group to which she pays c. $800 a month to belong. That reflects a particular commitment and ambition.

Margaret has not allowed age to restrict her goal and vision.  She is continually learning new things about how to market her business and she is using the internet with more success than those half her age.  Why? Because she has taken the time and trouble to find out how it works.

I believe that only in America will you come across this kind of thinking. The idea that you can move into areas and do things that previously you had never dreamt of. Coupled with this is a willingness to take action. To do something very proactive with what you learn and then bank the results as a consequence.

The Internet allows you to exploit niches in an exceptional way.  If you have a niche in mind and your research shows that there are other similar businesses then that’s good. It shows that there is an existing business demand.

And if you are ever thinking that the technology and the processes involved are too much and beyond you, then think of Margaret and her Scotties.

On a personal note I have two Border Terriers; an elderly lady called Tilly and a young thug called Truffle. If at some time in the future, you find me selling you Border products you will know that I’m either rather advanced in years or the temptation got too great.

Go find that niche.