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What is the Super-Niche?

90% of businesses eventually fail, and the main reason most business fails is because they did not have enough customers. According to data from the Bureau of Labor Statistics, approximately 20 percent of small businesses fail within the first year. By the end of the second year, 30 percent of businesses will have failed. By the end of the fifth year, about half of all businesses will no longer exist.

If you own a business, or are going to start a business in the future, the Super-Niche could change your chances of failure from 90%, to an almost 100% chance of success. I say almost 100% because some businesses will fail no matter what. Maybe they were doing something illegal and got shut down, etc.

If you are looking for a career that has almost unlimited potential, the Super-Niche could be the future you’ve been dreaming of. The most valuable thing that every business needs is what the Super-Niche provides. No matter what happens to the economy in the future, you will prosper. Whether we have inflation, hyper-inflation, recession, or depression, you can thrive. It won’t matter to you what happens to the U.S. Dollar. The dollar could completely disappear and some crypto-currency could take over, and you will be totally unaffected. You can live anywhere, work in any industry. Entire industries could disappear due to government regulations, or new technology, and you can still thrive. Every business in the world will always need what you have to offer.

Virtually everything that I say will go against what you hear everyday from everybody else. Open your eyes and see for yourself another way, a much better way, a more profitable way, to build a business, any business.

The first step to changing how you think about how a business works is to first take a business and analyze it. Pick any business, in any industry. That business is producing either a product, or a service, that people are willing to buy. The business could be manufacturing something, or just providing a service of some kind, but every business is in one of these categories. Some businesses both make something and also provide some kind of service. If all a business had to do was make something, or provide a service, starting and running a business would be very simple.

But before a business can begin, it must have a location to operate from. It could be as simple as converting a garage, or spare room, into an office. Or it could get more complicated and you will need to lease office space somewhere, or even an entire building. Or build a building of your own, which just got really complicated, and very expensive. Maybe you need to buy or build equipment for your business before you can start doing whatever your business does.

Whatever location a business requires, you will need a business license, furniture, equipment, supplies, computers, insurance and more. Then there are seemingly unlimited local, state and federal regulations that you have to comply with, everything from environmental impact, to who you can hire, when they can work, how much you have to pay them, when and where they are allowed to work, and the list goes on.

Then there are local, state and federal taxes that you have to pay on a regular basis, so you’ll need an accountant. Don’t forget to get an attorney, you’ll need one to help set up whatever form of legal entity your business will be. You will eventually be sued for something, or you’ll have to sue somebody else, so that attorney will come with an annual retainer too. You haven’t even opened your doors for your first day in business yet.

 You’ll also have to hire employees, fire employees, deal with incompetent employees, employees who don’t show up on time, or who quit. Let’s not forget those employees who file complaints against you, or who try to cause dissension among your other employees.

So, besides having to create a product or service to sell, every business owner has to deal with all of these issues in any business, and either deal with the himself or hire “experts” to deal with them.

local, state & federal regulations
local, state & federal taxes
hiring & firing employees
local, state & federal licenses
renting or buying a location to operate business
insurance
buying & maintaining equipment
buying supplies
disposing with trash, which could include hazardous waste
parking for employees, customers & deliveries
complaints from customers
collecting from late paying customers

These are just the basics, some businesses will have other issues to deal with. But even doing what a business does, creating a product and/or service, and dealing with all of these things that go along with being in business, all of these things added together is only half of what any business needs to do. Once you are in business and having created either a product or service to sell, the “other half” of the business needs to be done, and that is finding customers for your product or service.

There are two ways to find customers. The first way is to contact people directly, face to face, and tell them about your business and what you are selling. This is the oldest method of getting customers. With the development of modern civilization it became possible to get your message out to large numbers of people indirectly, without having to have a person actually talk to each potential customer individually.

The printing press changed everything. You could now promote your business to potential customers thru newspapers, magazines, billboards, etc. Then came radio, and later television, and you could now reach people over the airwaves. Creating and running newspapers, magazines, billboards, radio stations and television stations is extremely expensive. The people who put up all that money to create one of these media businesses charge you to advertise to potential customers. They have created their own little monopoly, and you have to pay dearly, if you want to use them to promote your business.

You can’t use any of these types of media directly though. You have to have an intermediary, like an advertising agency, or a public relations firm, to create the “content” that you run on the different media. Almost every business outsources all of their advertising and public relations, because dealing with “mass media” companies is a very specialized endeavor. And let’s not forget very, very expensive.

That is how businesses found customers for decades. Then came the internet, and the world of business changed forever. In addition to the “mass media” that existed before the invention of the internet, today we also have websites and social media. Every business owner knows that the internet is THE future, and it is an absolute necessity for any business to have a website and use social media.

Every business needs somebody to build and maintain their website. Somebody to do social media, like Facebook, Twitter, Instagram, Pinterest etc, for them. Somebody to start and run a YouTube channel for them. And an SEO expert to round out their team of needed “experts” in the internet age. Plus, they still have to use advertising agencies and public relations firms to connect their business with the old-school mass media sources that still exist, even though these old-school mass-media are all slowly dying, and will eventually disappear like the dinosaurs that they are.

In addition to having to have every one of these experts working for them, business owners also need content to put on all of those different websites, social media companies, YouTube channel, plus all the “old school” mass media newspapers, TV, radio, etc.  So every business owner will also need to hire photographers and video producers as well.  The one reason why 9 out of 10 businesses fail is lack of customers, and what do you think that almost every business does? They out-source the getting of customers to somebody else, thinking that they cannot possibly do it themselves.

Here is a list of all the “experts” that every business owner will need to hire, to find customers for their business.  And every one of these so-called experts tries to convince potential clients that they’re specialty is very complicated, well beyond the ability of a business owner to do for themselves.  Since each of these “experts” is in business to make a profit, their goal is to create as many billable hours as possible, the more that they can charge you, the happier that they are.

Advertising Agency
Public Relations Firm
Web Designer
YouTube expert
Social media expert
SEO
Photographer
Video Producer

How many business owners want to hire a web designer? Or an advertising agency? Or Public relations firm? Youtube expert? Social media expert? SEO expert? Photographer? Video Producer?

If you answered ZERO you would be right. No business owner wants to spend any money at all on any of these so-called “experts”. And they definitely don’t want to spend time dealing with all of these so-called “experts”. To a business owner every one of these things is just another business expense that has to be paid for. Every single dollar spent on getting customers is a dollar that is not profit in their pocket. To a business owner all of these things are just business expenses, no different than attorneys, CPA’s, taxes, insurance, labor costs, rent, utilities, supplies, etc.

In my 40+ years of being a photographer and videographer, dealing with hundreds of clients and shooting thousands of jobs as a freelance cameraman, guess how many of my clients wanted me to create images for them? If you guessed ZERO you would be correct. Not one single client ever wanted to spend a single dollar to hire me to make photos or shoot video. They hired me because what I did for them was just one more thing that they had to do, in order to get customers who will buy their product or service, so that they could make a profit. I was just a commodity that they had to buy, and they hired ME because they thought that hiring me would make then more profit than hiring somebody else. And that is the ONLY reason any client ever hired me.

Clients neither liked me or disliked me, I was just one more “expert” they had to hire in order to make a profit in their business. Clients neither liked my images or disliked them. They didn’t care what the images were as long as my images helped them make a profit. PERIOD!

I understood that the service that I provided was just a commodity to a business, and that there was a million other people who could have provided the very same service to that business. There was nothing personal about it, and I understood that.

That is why I had such a successful career as a photographer and videographer. I realized that I was just one of a million people who could have done the same job as I was hired to do, for every client that I ever had. But I got hired a lot more often than any other photographers or videographers, because I understood my place in the business owners mind better than any other photographer or videographer. I got a lot more work, and I got a lot higher day-rates than anybody else offering the very same service.

The reason clients passed over other photographers and videographers, and paid me a lot more money for the same thing was very simple. Every other photographer and videographer was selling photographs or video, but I was selling something else. I was selling a solution to the business owners needs, not just images. I’ve never met another photographer or videographer that understood this. The business owners didn’t realize this either, but every client I met with over my career hired me instead of someone else. They didn’t know why they hired me, for a lot more money, but I knew.

What I learned about getting well paying clients with a camera is exactly the same thing that web designers, social media experts, SEO people, YouTube experts and lots of other people can use to build a thriving business for themselves.  Business owners can learn this same knowledge to save a huge amount of money, and eliminate a lot of headaches, in their business. Every dollar saved is one more dollar that goes right into their pocket, and this could drastically increase their profit.

I had to come up with a name for what I’m trying to teach you. The best name that I could come up with is the “Super-Niche”. I have over 40 years of living behind a camera lens, both still and video, and consider myself to be extremely competent with a camera. I never claim to be the best photographer, or videographer, in the world. Nor do I claim to be the most creative person who even looked thru a viewfinder. But you would be very hard pressed to find anybody who has been more financially successful with a camera.

When you find a Super-Niche, four things happen.  First, you stand out in the clients mind from everybody else, because you are the only person who can truly provide what they are looking for.  Second, you no longer have to compete on price, with other people in your profession, because you are now much more valuable than anybody else.  Third, you not only get paid for the services that you normally provide, you also earn the money that all the other “experts” would have also earned, so you earn a lot more money.  Fourth, you are now a very valuable person, because it would take 4-5 “experts” to replace you, so you are much more secure than if you were just providing only one-service.

I was able to find a Super-Niche in photography, and also a Super-Niche as a videographer.  My photography Super-Niche was when I discovered that I could become a sales-rep for a printing company that specialized in printing brochures for motels and resorts.  Normally my clients, motels and resorts, would have to hire three different “experts”, a photographer, a graphic designer, and a printer, to produce their brochure.  By becoming a sales-rep for the printer, I could then offer one-stop brochure service.  I took the photos, and the printer designed the brochures and printed them,  And I got a commission from the printer. 

I was no longer just a commercial photographer, one of many in the Florida Keys.  I became the “Brochure Guy”.  The clients didn’t know photography, graphic designing, or printing, and now they only had to deal with one person, me.  I instantly became the person they wanted to hire, and I was more valuable to them than having to deal with three separate “experts”, in three different fields that they knew nothing about.

I no longer had to compete on price, because I had ZERO competition.  I provided the photographer, graphic designer and printer, all in one package.  And guess who I choose to hire to do the photography?  Myself!  Since price was no longer a major consideration, my day rate was higher than any other photographer in the Florida Keys.  Not just higher, my day rate was twice as much as any other photographer in my area.

I also got a sales commission from the printer.  Since I had ZERO competition, I raised the prices that the printer normally charged enough so my commission increased 300% to what they normally paid.  One year my printing commissions alone,  were over $122,000, in today’s dollars.  That was just the printing commissions, and did not include what I made doing the photography.  Being the “Brochure Guy” was just  a side hustle, my main gig was shooting freelance news in the Florida Keys.

I also found a Super-Niche as a freelance cameraman too.  I won’t go into all the details here, it would take too long.  I’ll be writing several articles on the details of my video Super-Niche, but for now I’ll give you the basics.  Normally, a freelance cameraman works for a network, or television station, and is paid a day-rate.  He, or she, works for one client at a time.  I created a Super-Niche, where I shot a job, and got a day-rate from as many as “eleven” separate clients, for the same job.   My income averaged somewhere approximately $7500 per-day, adjusted for inflation.  I didn’t work every day, but on just one job a month, I could live in the Florida Keys very comfortably.  The rest went into investments.  Without going into a lot of details here, I was able to retire at 38, and travel the world doing everything on my bucket list (except seeing the northern lights).

There is a Super-Niche awaiting you today.  Remember all of those “experts” that I mentioned earlier, that are required for a business to find customers?  If someone knew how to do what all those experts are hired to do, and could do it all themselves, they would have a Super-Niche, with ZERO competition.  I am doing this exact same Super-Niche myself, helping a friend build several businesses.  DanBaker.com, and my YouTube Channel, will show you everything I’m doing to get customers, with the Super-Niche.

You don’t have to believe anything that I’m telling you. All you have to do is watch what I’m doing myself, on a daily basis, and you’ll see that what I do is so simple that you can do it for yourself. I cut everything that I do down to the very basics, and make it so simple any business person could do it for themselves, better than they can hire an expert to do it, much faster than any “expert” would do it, and for ZERO COST!

Or any person could create a Super-Niche and every business would want your services.

Keep watching my articles on this website, and videos on my YouTube Channel, to learn how to do everything yourself.

Dan Baker