Captain’s log, stardate 20210504
If you’re not getting enough leads, my general advice is to niche down on a target market.
Invariably, this raises the question “Okay but... how do I pick a target market to niche down on?”
To which I tend to reply with, “Who would you most like to help?”
Most people can’t answer this on the spot so they go away to think about it for a while.
When they eventually come back it’s fairly common to hear something like this:
“I’m socially conscious and I’d like to make the world a better place, so I should probably work with non-profits. But... are non-profits a good niche?”
Can you build a profitable business serving non-profits?
Niching down on non-profits is not really any more focused than niching down on for-profits.
Are there differences between serving an environmental non-profit vs an animal rights non-profit?
Are there differences between serving a local chapter vs global leadership?
Are there differences between serving executive leadership vs “boots on the ground” volunteers?
Where do you start?
If you have experience with a particular type of buyer at a particular type of non-profit that happens to be of a particular size, I think that would be a great place to start.