We can almost all agree that niching is crucial in marketing and distinguishing your brand. While it’s important in sales to niche your business, it’s also important to frame yourself as adviser: someone who has the ability to pick from a variety of tools to solve a client’s problem.
Niching and advising seems to be two opposite things, which is confusing. Should I focus on having a wide knowledgebase or a specific skillset?
Personally, I think the answer to that question is to have a specific skillset and niche your abilities. But where I think many of us go wrong is that we get caught up in that niche, and we start to build, not only our business identities, but our personal identities in that niche.
As I niche, my business will become the video production house that produces lifestyle web commercials for tech gadgets, and I should promote myself as so. But I have to remember that this is my marketing strategy so I don’t get sucked into believing that this is all that I am, and become limited to this role.
This applies in the overall sense that we should be open to new projects and ventures. I’m not a web commercial director, I’m a creative, and I’m open to and confident about all creative projects.
This applies in the specific sense as well. For example, during a sales meeting, my focus isn’t to pitch the features of my packaged offers, but to advise the client and suggest an overall plan for results.
John Logar, an automation marketing consultant, gave me a great piece advice, “You pitch them the entire marketing plan and sell them just the video”.
I’ve written before about my confusion in understanding the balance between niching and consulting.
Okay a quick rundown of why they are so different:
Niching requires you focus specifically on one specialty.
Consulting requires you to learn a broad amount of skills.
I actually wrote in my journal:
Zachary Burt dropped me a line a few days ago and asked if I'd look at his posting for a cofounder. I said sure, and we worked on it a little bit.
This is normally the kind of thing I'd keep to private correspondence, but Zack told me to put to put it up if I'd like to. Maybe it's useful to learn from -
Here's the original, unedited version -
Headline: Badass technical business-savvy dude looking for fellow programmer and business partner to hack with all day.