Seth Godin just said what I’ve been telling you for a long time: niche it.
Actually, he put it this way:
“When you seek to engage with everyone, you rarely delight anyone. And if you’re not the irreplaceable, essential, one-of-a-kind changemaker, you never get a chance to engage with the market.
The solution is simple but counterintuitive: Stake out the smallest market you can imagine. The smallest market that can sustain you, the smallest market you can adequately serve.”
In other words, target small niche markets and own them.
Godin says that when you focus on “the minimum viable audience,” your message is more powerful and more effective, and as your influence in that market grows, word of mouth about you will spread throughout the market and into others.
In other words, you get bigger by thinking smaller.
Godin says that this is how big companies and brands got that way. “By focusing on just a few and ignoring the non-believers, the uninvolved and the average.”
Focus on your ideal clients and the influencers in your chosen niche markets. Get to know them. Serve them. Let them see your dedication to their market.
Forget about the rest. Let other lawyers fight over the rest, while you get the lion’s share of the best.
Want help choosing your target market? Here you go
