Niche Marketing Expert: Layoffs from Once Stable Jobs Create Opportunities for Budding Entrepreneurs to Pursue Riches in Niche
(LAKE PLACID, NY – June 4, 2008 – RichesInNiches.com) Recent reports indicated that forced layoffs in the thousands are in store for highly skilled professionals at a large U.S. automaker. Research reported elsewhere suggested that a majority of white-collar workers find themselves leaving their jobs involuntarily over the courses of their careers. But many laid-off white-collar workers can expect success in self-employment, according to Susan Friedmann, CSP, the niche marketing expert who created her own niche as The Trade Show Coach and has now written “Riches in Niches: How to Make it BIG in a small Market” to share her insight on how entrepreneurs can find success in niche markets.
“An unexpected layoff can be devastating in ways that go beyond the obvious, financial ramifications of the job loss,” said Friedmann, CSP (Certified Speaking Professional), who understands the dynamics of unemployment and, having herself been laid off three times, empathizes with those who face it. “But this kind of career event can also prompt someone to build a more gratifying sense of self and purpose by taking the bull by horns and self-directing their career: Highly skilled professionals face myriad entrepreneurial opportunities in a marketplace that supports their niches of expertise like never before.”
Author of “Meeting and Event Planning for Dummies,” Friedmann, now The Nichepreneur™ Coach, has turned her expertise to niche marketing for entrepreneurs. In “Riches in Niches: How to Make it BIG in a small Market,” her new book, Friedmann shares the concepts that have enabled her to become a tradeshow marketing expert, a sought-after maven in her own niche who presents workshops at some of the most recognizable Fortune 500 corporations.
More than 10 percent of salaried employees at Ford Motor Co. will be without a job by August of 2008, an article by The Associated Press indicated on May 28. The layoffs will be involuntary, according to a company spokesperson quoted in the AP story and other outlets that reported the news.
“Many professionals throw a great deal of their personal identities into their careers, so much so that the two become largely linked,” continued Friedmann.
Involuntarily leaving one job for another is a reality for 54 percent of white collar workers, research from Right Management Inc. reported in TradingMarkets.com reveals. Another 30 percent leave on their own recognizance, according to Right Management’s survey of “1,308 individuals, mostly white-collar professionals in the Northeast,” the June 2nd article noted.
“No matter why they leave their jobs,” said Friedmann, “white-collar professionals who find themselves suddenly unemployed need to recognize that they are in fact not unemployed, but now self-employed. With that moment of clarity comes the realization that, with their deep niches of expertise, they have much to offer the marketplace.”
Friedmann encouraged these newly self-employed white-collar professionals to explore the possibilities of niche markets for their skills and expertise. Furthermore, she advised them to follow her GEL Formula™, a process described in the book and designed to help them realize maximum financial success in their new endeavors. Those who follow the GEL Formula (Growing–Experience–Love) first look for markets that are “Growing.” They then focus on their existing “Experience.” After matching that existing experience with the growing markets calling for it, they finally make a decision on what to pursue by considering what they “Love.”
“Loving their work is the key for professionals everywhere,” said Friedmann. “For the very first time in their careers, many newly laid-off professionals face the very real prospect of not only doing what they love, but also of making a lot of money while doing it. ‘Riches in Niches: How to Make it BIG in a small Market’ is jam-packed with practical advice on how to do that.”
About Susan Friedmann, CSP, The Nichepreneur™ Coach
Susan Friedmann, certified speaking professional and author of “Meeting and Event Planning for Dummies,” helps entrepreneurs harness a marketplace filled with “nichepreneurial” opportunities. Her latest book, “Riches in Niches: How to Make it BIG in a small Market,” imparts the wisdom she acquired as a veteran business and trade show marketing expert who carved her own niche by helping some of the most recognizable brands in the world — including Siemens, Kimberly-Clark, IBM, American Express, and many others — get the most out of attending industry events. Friedmann’s proven techniques show entrepreneurs how to find the professional niche that at once makes the best use of their skills and yields them the maximum profit. “Riches in Niches: How to Make it BIG in a small Market” has been mentioned in Adweek, various cities’ Business Journals, The Boston Herald, The Salt Lake Tribune, and elsewhere. Friedmann herself has been quoted in The New York Times, BusinessWeek Online, and other national and international print publications. Visit her website and blog to learn how niches can bring entrepreneurs to their desired riches.
The media may contact either of the following individuals:
Susan Friedmann, CSP
The Nichepreneur™ Coach
Brent W. Skinner
President & CEO of STETrevisions