Example 1 A Tight Niche

"Pricing" is a nice, tight concept to sell our pricing consultant service. You can use your SUPPLY and DEMAND windows to brainstorm many HIGH-PROFITABILITY keywords that are directly related to pricing. And, as we saw, you can also BREAKOUT into other areas too... areas that would be of interest to serious business people (ex., "fulfillment" or "copywriting" or "product development").

Here's the problem, though... if you developed many Keyword-Focused Content Pages about fulfillment within your pricing-concept site, you'd dilute that site's Search Engine effectiveness for pricing issues. Plus, it will be more difficult to PREsell your service as a pricing consultant. So "concept-level" keywords like "fulfillment" really deserve their own sites.

The more you keep your theme "pure," the better you will do. And... a site dedicated to pricing is also much more credible to your readers.

We saw before that business people who are interested in fulfillment will also be interested in pricing, and in turn, your consulting service. Well, the reverse is true, also. Your pricing pages can also refer people to a good fulfillment company... not to mention a company with a good solution for "Customer Support!"

Since "pricing" is wide enough to be profitable and narrow enough to be winnable, make "pricing" your Concept Keyword for your new Theme-Based Content Service Site.

Now let's develop your service, and your Concept Keyword into a VPP. What's your VPP?

It is your service's most powerful benefit, in combination with a strong, unique feature of your business. It answers that most difficult question...

Why should potential customers hire your service company?

Here's how to develop your VPP.

1) What service are you selling? Write down what your service provides.

2) What is the key benefit(s) to your customer? What pain does it cure, what solution does it provide?

3) What is unique about your service?... About you? What makes you stand out from the competition? Keep working on this until you can clearly separate yourself from the field. There must be a convincing reason for doing business with you, instead of your competitor.

4) Summarize the above into one tight, powerful, motivating phrase that will persuade your customer to do business with you... to trade her money for the benefits delivered by your service.

As you start to work through the above four steps, you may find this to be a lot harder than it looks. Don't blow it off and give up! You must have a VPP. If it was easy, everyone would have a great VPP! Come up with a tight, sharp VPP that PREsells your service to your customer.

There's a second benefit to this exercise... and it's another one for you! It will crystallize your own vision of what you do! Write your VPP down. Keep it firmly fixed in your mind.

Here's a nice little technique that may help you. Ask yourself this question...

"If I had unlimited, god-like powers... and could grant my prospective customer the biggest benefit I can possibly imagine she would ideally want from my product... what would that be?"

Write down your answer. Sharpen this into your VPP.

A good VPP transmits your uniqueness loud and clear to your visitor in very few words. Why does this need to be stated in "very few words"? One big reason...

The K-I-S-S (Keep-It-Simple-Stupid) principle.

When a reader hits your site, she must easily/immediately be able to understand what your site is all about. And the single best way to do that?...

Include your VPP in your domain name!

There's no room for "cleverness" or subtlety here. Leave that to the money-losing dotcoms. If at all possible, include your service's Concept Keyword in your VPP and add a "marketing angle/theme" to it. That way, your concept is clear to your visitor, and your Concept Keyword is clear to the Search Engines (the engines will rank your site a touch higher for your Concept Keyword if it is included in your domain name).

Now let's look at a few possibilities for our service Concept Keyword example, "pricing"...

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