This particular strategy focuses on one part of a product's marketing. In a sense it is based on self-interest. By definition, niche marketing is "a portion of the market in which special characteristics are identified and for which it is worth marketing" (Niche). Because niche marketing is very specific, it is often referred to as small (Lindsay). Although niche markets are specific, they are narrower than small (Lindsay). Niche marketers narrow their marketing technique to a unique feature of a product/service and thus reach more consumers