Testimonials in Your Marketing Message to Break Down Fear and Skepticism." This section will give you a lot of ideas about how to get testimonials from your customers.   Step Four - Creating Niche Marketing Tools   Once you decide to market to a niche you will need marketing communication and creative designed specifically to capture the attention of that niche. This is where your upfront research will come in handy.   You should by now know your niche markets hot buttons. What they like and dont like. What their problems and frustrations are. What language and words they use in conversation. This information is necessary to be able to develop your niche marketing tools.   The following is a list of the type of niche marketing communication and creative tools that you might need to effectively market to a niche.   Appointment generating letters that use tricks and tactics designed to be used with a follow up phone call.   Salesletters, postcards, and grabbers that can be used to generate leads or "sell off the page" to existing lists of potential prospects. These should include a time-sensitive offer and a clear call-to-action. You should also consider creating a series of "linked" salesletters that can be sent out in a timed, sequential follow-up marketing program. Print advertisements that you can use to generate leads in newspapers, magazines, yellow pages, newsletters, classified ads etc.   A toll-free hotline with scripts you can use for lead generation and also for providing consumer awareness messages, product and service descriptions, testimonials from customers etc.   Joint venture endorsement letters that you can use with businesses that market to your same niche that offer complimentary products or services. You should create one for you and one on behalf of your joint venture partner.   Free reports (or white papers) for lead generation purposes that consist of relevant, useful information that your target niche would find interesting and that has something to do with your product or service. You should create a report in booklet format, but also in audiocassette, CDROM, and video formats as well.   Press releases that do lead generation, promote events, generate awareness, and get interviews from the media.   A series of how-to articles that position you as an expert in your niche that you can submit to niche specific trade magazines, newspapers, and newsletters. You can also post these on your website and email them to prospects before meeting.   A newsletter, whether it is online or offline, you should seek to build a list using a regularly sent newsletter.   A website that is designed to generate leads, build credibility, and sell your products