April 9, 2024
Corey Quinn - The Benefits of Selling to Anyone, Not Everyone
Corey Quinn joined me on Ditching Hourly to discuss his excellent new book, “Anyone, Not Everyone.”
In it, Corey shares insights on deep specialization, selecting a target vertical market, and using gifts like cookies to transform outbound marketing.
(chapters and transcript available there)
Corey’s Links:
Chapters
- 0:00 - Episode intro
- 0:17 - About Corey Quinn and his background
- 1:30 - Corey’s ideal client: agency founders doing $1-5M and looking to specialize
- 3:07 - Benefits of specializing in a vertical market vs. skillset
- 5:17 - How to define a vertical market
- 7:19 - Detecting traction in a potential vertical to specialize in
- 11:33 - Identifying a vertical market that’s the right size (2,000-10,000 businesses)
- 15:25 - How specializing enables you to speak your target market’s language
- 17:35 - Creating a "point of view" to differentiate beyond just positioning
- 22:33 - Shifting from founder-led sales through deep specialization
- 25:09 - Using gifting (like cookies) to transform outbound marketing
- 30:42 - Creating an ongoing gifting campaign, not just a one-time gift
- 32:21 - Reaching your target market in multiple channels beyond just gifting
- 37:46 - The multi-million dollar cookie budget that drove Scorpion’s growth
- 41:17 - Adapting this approach for smaller shops through focus and consistency
- 45:01 - Advice for soloists: specialize, do thought leadership, focus on dream clients
- 48:54 - Consistently engaging with a target industry year after year to build trust
- 50:34 - Where to find Corey’s book and other free resources
Sharing is caring!
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Yours,
—J