October 27, 2025

Success story from reader Tommy Caruso

Fellow list member Tommy Caruso wrote in to share an AHA moment related to niching down his side business (shared with permission):

Jonathan,

I finally got it — but not from consuming your content. From explaining it.

My brother (software engineer, re-entering after a break) was building a landing page targeting small businesses. Classic mistake: trying to serve everyone. I found myself saying, “Jonathan would tell you to find one industry’s problem and become the expert at solving it.”

That’s when it clicked for me, too.

I pivoted my side business. Now I’m laser-focused: helping contractors qualify to provide customer financing. I know exactly where they are, what they need, and how to serve them (usually starting with a professional web presence).

The mental model that finally made it stick: Niching isn’t casting a smaller net. It’s using precision lures to attract the right work — work that pays well, builds reputation, and leads to more of the same.

Thanks for years of pushing this concept until it finally landed.

https://vetmgmedia.com

Wow, that’s a niche website!

I mean, just look at the main headline:

Helping Contractors Qualify for Customer Financing One Step at a Time

Q: Who’s the site for?

A: Contractors who want to qualify for customer financing.

Clear as a bell.

Congrats to TC for seeing the light and acting on it :-)

Yours,

—J

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