September 26, 2024

RE Considering niching down?

Longtime list member Lee Blue replied to a previous message to share his experiences with niching down (shared with permission):

Hi Jonathan,

Totally agree! I do online marketing for local business and I’ve found niching down has never been a problem for the following reasons:

Variations

Even clients in the same industry don’t offer the exact same product. For example, there are a lot of different types of chiropractors: NUCCA, Gonstead, etc. So there are different audiences for each style treatment which prevents a conflict of interest.

Geography

Geography usually separates my clients. So even if they do offer the exact same product/service they are targeting different customers geographically.

Zero Sum

Conflict of interest only arises when my services tap into scarce resources. For example, Verizon can provide the best cell phone network in the world to anyone they want without encountering a conflict of interest. Just because your phone works doesn’t mean mine can’t work, too. I offer a reputation management service to my clients. Just because one client gets lots of great reviews doesn’t negatively impact my other client’s reviews, right?

I’m a big niche fan. I’m also a big fan of yours. Thanks for all the work you put into your email list!

Lee Blue

Great points! Thanks to Lee for sharing :-)

Yours,

—J