November 25, 2019
Five Ways To Specialize
Sent by Jonathan Stark on November 25th, 2019
This week on TBOA, Rochelle and I answer the question:
“How can I specialize my business?”
Talking Points
- Focusing on a smaller market may seem counterintuitive, but establishing a niche works
- Horizontal specialization
- It’s easy to think of horizontal specialization first
- Pitfalls of thinking too much about yourself
- Consider training
- Platform specialization
- How platform specialization differs from horizontal specialization
- Piggybacking off of a platform’s marketing
- Vertical specialization
- Niches that you can own
- Clients are more concerned about competence than whether you work for competitors
- Demographic specialization
- Power of demographic specialization if done correctly
- How demographic specialization can creep up on you
- Psychographic specialization
- What psychographic specialization means
- Attributes of your ideal clients
Quotable Quotes
“Trying to sell anything to anyone is like selling nothing to nobody.” –JS
“You can be excited about a trucking company. You might have a story to tell about why you’re excited about that.” –RM
“The better the website, the better the leads.” –RM
“I think it’s pretty clear that in the beginning, you’re thinking way more about yourself, and then as you get to the end you’re thinking way more about the other person.” –JS
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Yours,
—J