When you think about it carefully, all that marketing stuff is really based upon your knowing Who cares about your product or service? and why? You need to know what Motivates your client to buy your product or service and then you need to leverage that information throughout your business and definitely in your Marketing Collateral.

If your customer needs a widget, that might be good business for someone, but generally speaking, that will not create and drive a viable Niche market for most small businesses - that Niche should be something the customer really and truly wants, desires or dreams about and is motivated to part with hard earned money to buy.