I spoke at an event last night on the topic of “owning a niche,” or Narrow Marketing as I like to call it.
I have to say, if you asked me to put my finger on the one thing that has contributed the most to whatever solo professional success I’ve had (other than my incredible good looks) is the fact that I occupy a very, very narrow niche: email newsletters.
Simple question for you. In each pair below, which of the two choices do you assume is more expert at what they do?:
Attorney, or Divorce attorney for lesbian couples
Freelance writer, or White paper specialist for the computer industry
Auto mechanic, or Auto mechanic for BMW’s
Isn’t it clearly the latter in each case? And isn’t it amazing how by knowing nothing more than a phrase describing a specialty, you naturally assume that with it comes expertise?
If you’re not narrow, you’re working harder to market your business than necessary.