Sent by Jonathan Stark on June 23rd, 2019
List member Kevin Brown wrote in with this delightful success story about niching down (shared with permission):
“Choosing an Unconventional Niche” Jonathan, this episode really hit home for me. I resisted for 5 years going down the path of developing a niche. I made so many excuses and all I could look at was how it would hurt my bottom line. Zoom backward about 6 months ago. I purchased some client accounts from an agency owner that was retiring. We met on a weekly basis to discuss the clients I had purchased and how to further serve their needs. We also talked about a niche. He mentioned that he is a Shriner and that they would be interested in having a new website. The idea exploded from there and I discovered that the organization, nationally, has several problems that I know how to fix. I presented my ideas to the director (potentate) of one of the Nebraska Shrine Centers and he couldn’t stop smiling. I have since met with two large Shriner organizations and they are incredibly excited about what I have to offer them. I’ve developed a simple, repeatable, and scalable product that I will be presenting to their national convention in July of 2020. Never in a million years would I have guessed that this is the audience I would be helping out. Thank you for your insight and spot-on advice. Kevin
I know it seems like a paradox, but...
The smaller your market, the bigger it gets.
Yours,
—J