But won’t I get bored?

Sent by Jonathan Stark on April 5th, 2020

Niching down on a particular target market is one of the best ways I know to increase the effectiveness of your marketing activities. 

It doesn’t work every single time - what does? - but it certainly gives you a lot more levers to control your business.

One of the objections that people have when entertaining the idea of niching down looks something like this:

I don’t want to end up doing the same thing again and again for the same kinds of company, so I’m wary of restricting my target market.

I have refuted this objection a dozen different ways over the years, but perhaps the simplest way to think about it is this:

Worry about that if/when it happens. 

My prediction is that it will never happen, but if it does there are plenty of ways to remediate it. 

Worrying now about professional boredom that might happen in a year or two is not a good reason to not choose a target market.

Hope you and yours are safe 👍

Yours,

—J