One of the most sensible questions I hear from new internet marketers relates to finding “evergreen” niches (in other words, markets that will be around for a long time).
I love this question, because it means people aren’t just looking to make a quick buck – they’re in it for the long haul.
Here’s a comment I received from a subscriber recently that sums up this sentiment:
“I am looking for a long term niche that is not just a quick buck scheme.”
In other words, I don’t think marketers should be looking at products or industries before they gain an intimate understanding of their target audience.
In a nutshell, here’s the process I recommend:
1. Find a niche audience
2. Figure out what their problems are
3. Find products that solve those problems
4. Introduce the products to the audience!
It’s a very straightforward model. But having said this, I understand that some people (a) already have an audience selected, or (b) would like to find a market first, then work backwards to select an audience.
With that in mind, here are what I consider to be the best “evergreen” markets.
3 Evergreen Niche Market Ideas
The best way to think of niches that will be around for a long time is to use a term coined by a seasoned internet marketer named Travis Sago:
Health, Wealth, and Love
Let’s dig into each one:
According to a recent Harris Interactive poll, three-quarters of all U.S. adults have gone online to find health information, and 6 out of 10 online adults look up health info 1-5 times per month.
These numbers aren’t going to change any time soon. In fact, as populations in Western countries get disproportionately old (and internet-savvy), I’ll bet the numbers continue to increase.
But if people look for health information online, do they also buy health products online? My own experience, and that of many other website owners, is a definite yes!
I personally sell e-books and audio files through Clickbank, but that’s just the tip of the iceberg. Here are some other types of health products that sell online:
- Health supplements
- Health food
- Medical equipment (e.g. pedometers, weighing scales)
- Health e-books (weight loss, acne)
- Health membership websites (e.g. for weight loss, muscle-building)
So it’s clear that the health niche will be going strong online for years to come. If you’re interested in building your online empire around health, check out this comprehensive listing of health problems.
“Wealth”, in this case, refers to our unceasing desire to make more money and improve our financial situation.
Unfortunately, there are a ton of get-rich-quick scams online. My advice: if you come upon a website that promises to “make $43,706.53 fly into your pockets overnight while you sleep”, you should run away. And run fast!
But if you’re interested in legitimately helping people make more money, there is a heck of a lot of demand. Consider these points:
- Of the 20 most-popular products in the Clickbank Marketplace, 12 are related to making money (and of the remaining eight, three are health-related – there’s that niche again!)
- Books on personal finance regularly top the Amazon.com Best Sellers list (one example: Robert Kiyosaki’s personal finance series Rich Dad, Poor Dad has sold 26 million copies to date)
- There are a ton of finance-related keywords that get good search volume (such as “make money”, with 3,350,000 monthly searches, and “get rich”, with 301,000 monthly searches)
(Hmmm…come to think of it, now I understand why there are all those get-rich-quick scams online!)
Besides the evergreen nature of this niche, there’s another reason why “wealth” is a compelling market: because there’s a distinct difference in the “mental accounting” that takes place before a person buys from you. Allow me to explain:
When a person buys a product that will not help them make more money (like a car or a television), they will usually register that purchase as an “expense” in their minds. In other words, they kind of see it as money down the drain.
But when people buy something that will help them make more money, that “expense” turns into an “investment”. This is how people can rationalize paying $5,000 for a weekend seminar on real estate investing, for example.
So the “wealth” niche has at least three things that make it attractive: (1) a lot of people interested in it; (2) timelessness; and (3) an audience that can easily justify spending (I mean, investing) money
How does that 70s disco song go?
“Love is in the air
Everywhere I look around
Love is in the air
Every sight and every sound”
Alright, before your mind is taken over by bell-bottoms and bad moustaches, let’s discuss the final evergreen niche that you could build your niche empire around.
The “Love” niche consists of all those relationship sites you see around the web – from advice sites like Dr. Phil’s, to dating sites that get huge traffic, like Plenty of Fish and Match.com (interesting stat: Match.com claims that over 250,000 people a year find a partner through their site).
Here are just a few of the “sub-niches” that you could attack within the Love niche:
- Marriage advice
- Dating tips
- Sex advice
- Physical products (I won’t describe these here – this is a family-friendly blog)
To get an idea of the type of information products that are selling online in the Love niche, head on over to the Clickbank Marketplace and see how many e-books are selling like hotcakes.
(One example: the e-book “The Magic of Making Up” has a “gravity” of 386, which means 386 different affiliates have sold at least one copy of it over the past 3 months. And that’s just one e-book – there are dozens more in the Marketplace with high gravity.)
Why You Should Build Your Sites Around Evergreen Niches
There are many reasons why you should focus your online business on evergreen niches (including the huge traffic they get on the web), but one of the most compelling is that there will always be a demand for products in these niches. And that means you can build a sustainable business around them.
Here are two reasons why these niche markets will ALWAYS be around (in my opinion):
- There will never be a one-size-fits-all solution to the problems in these niche markets.
If you think about it, we all have different body types, emotional problems, and financial problems. And because our individual circumstances are unique, so are the potential solutions to those problems.
- The problems people face in these niche markets are timeless.
As long as different people have different metabolisms, eating habits, and exercise habits, there will always be overweight and obesity; as long as people are imperfect, they will always have self-esteem and relationship problems; and as long as our economy (and social status) is based on money, people will always want more of it.
Interestingly, Eugene Schwartz, in his classic book Breakthrough Advertising, refers to weight loss as an “old” industry. That’s not too surprising – until you remember that Breakthrough Advertising was written in the 1960s!
So weight loss was “old” even 50 years ago – and I’ll bet the “wealth” and “love” industries were old then, too! And they will continue on into the future, until science progresses (or regresses, depending on your perspective) to the point where people become robots.
Now, at this point I have to put in my obligatory plug for focusing on a niche audience. If you do decide to focus on finding a niche market first, PLEASE, PLEASE back up once you’ve found a market and ask yourself this question:
“What is my primary target audience for this market?”
All of the evergreen niches I’ve described in this post contain many different target audiences (young mom, middle-aged white male, etc.), because most people are in need of health, wealth, and/or love help at some point in their lives.
The key to breaking into these niches, though, is to know how to position your offering in the most targeted way. In other words, a young mom will probably need different relationship help than a middle-aged male. How are you going to design your website, and craft your messages, to convince your target audience that you’re the one to help them?