Sent by Jonathan Stark on June 12th, 2019
List member Christian Lüdemann wrote in to ask (shared with permission):
Hi Jonathan, I just bought your book The Freelancers Roadmap and I have a question about the niche down part. I am currently a freelancer with the tagline: “I help companies create Angular apps efficiently through training, consulting and recruitment” It seems that you often have software developers target specific industries such as “I help dentists getting more customers...”. Do you think my focus is too broad/not enough focus on a specific set of customers? I am currently making 20-30 k a month, so it is not that I am not getting clients, but I might get more success with more narrow specialization. Thanks.
Thanks for your question CL!
This touches on a bunch of topics, so here are my thoughts in no particular order:
For a generalist (e.g., full stack developer, web designer, professional photographer, copywriter) who isn’t getting enough leads and doesn’t have a clue about marketing, the easiest thing to do is to pick a target market. The target market could be defined is a bunch of different ways. Here are some common ones:
Being very specific about who you’re trying to reach can increase referrals, build trust, and differentiate from competitors while allowing you to still be a generalist from a skillset standpoint.
If you’re currently doing well with a platform specialization but are concerned that the gravy train might be slowing down, here’s what I would do: Experiment with a few different XY Positioning Statements. An XYPS is a platform agnostic way of articulating the results that you deliver to a particular target market. It would not necessarily require that you change what you do… you’d just change how you talk about what you do.
I hope that helps!