Boutique Marketing V Mass Marketing

I received an interesting email this week that was all about Boutique marketing, initially I didn’t really pay any attention and read the headline and first line of text and then deleted the email, at least the headline had grabbed my attention “Boutique Marketing”, so much so that I decided to retrieve the email from my deleted file and have another read.
The email didn’t contain any real detail but the couple of paragraphs really made sense, I suppose if you can get a message across in a couple of lines then why waffle!
Boutique marketing isn’t what I initially thought, nothing to do with shopping or designer cloths shops, more of a strategy and frame of mind marketing technique. To keep this email brief as well it’s all about avoiding mass marketing, be that by email , mail shot, fax shot or whatever other method, focus in on a select handful of prospects, write their names down on either post it notes or on your white board and focus your marketing attention on those prospects. From reading the email the writer had done exactly the same and set himself a target of 5 blue chip prospects that he wanted to do business with and from reading his results he pulled in all 5 prospects, not sure whether I believe him or not but the strategy I believe is well worth a shot.
I have selected 5 prospects myself, written the details on my white board and I will now employ the technique and see what develops. If I only do business with one of them then that would be a great result, all five and well I guess Boutique marketing really works.