October 16, 2024

Vertical Specialization vs Impostor Syndrome

Are you getting enough leads?

If not, one reliable way to kickstart your pipeline is to pick a specific vertical to target with your marketing activities.

What do I mean by “vertical”?

Things like ad agencies or credit unions or funeral directors or pediatric surgeons or ski resorts or whatever.

Picking a vertical will make your marketing decisions a lot easier and more effective.

Here’s the thing...

People have various objections to this advice, but the one that surprises me the most typically looks something like this:

One of my hesitations about niching down on a vertical always has been: entering a space that I’m a complete newb in and feel almost completely unqualified for. I know it’s imposter syndrome, but with good reason: there’s a lot I don’t know to make me “good enough”

I guess this makes sense at first glance, but when you really think about it...

Haven’t you been a “newb” (with regard to your client’s vertical) with every client you’ve ever had?

I’m sure you have no problem learning new domain knowledge whenever you take on a client that’s in a vertical that you have no prior experience with.

So... why would picking one to stick with trigger impostor syndrome?

It should be the opposite.

Yours,

—J

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