Advertising is no longer just for big business. The days of dumbed down ads that try to appeal to the masses are becoming obsolete.

Since the Internet, the rules of advertising and marketing have drastically changed. Even small businesses now have the power of a voice and engaging means to reach out to hundreds, thousands, or even millions of potential consumers.

It's called niche marketing.

Understanding your niche also involves understanding emotions. When you sell insurance or alarm systems, you sell the emotion of safety and security. Hospitals, Autism learning centers, and Counseling Centers sell the emotion of hope.

Niche advertising is about solving problems. Consumers looking for your business are out there - they just don't know you exist. Reaching that niche comes through smart advertising.

Smart advertising doesn't involve what you do as a business. Instead, it answers the consumer's question of "What's in it for me?"