Joe Polish has this wonderful example of a kaleidoscope and telescope. If you look into a telescope you can zoom into a specific object and identify this out it.
On the other hand if you look through a kaleidoscope, you see a lot of beautiful patterns but you can’t find one specific thing to focus on. As you keep rotating the kaleidoscope the patterns keep changing and keep mesmerizing you, diverting your attention from good pattern to the next.
When you niche, you not only find what you need to focus on, but you also find what you don’t need to focus on.
As marketers we are always seeing opportunities like the patternsin a kaleidoscope. A marketer is fundamentally positive by nature and therefore see opportunities all the time. This however is the downside for us, it tends to distract us.
By creating a niche and sticking to it, you put the blinders on for everything else. Then your messaging to your audience improves, you are able to identify all the different nuances for the audience and therefore slowly start owning the space in the mind of the customer.
Once you can own the space that’s when the game starts and you make profits.
Till next time.