Question: How do you sell wheelchair repair services to a Texan?
Answer: Make your branding red, white and blue, then stick up some flags.
That wasn’t a punchline. I’m for real.
Nothing screams ‘MERICAAAAA! F-YEAHH! like a scooter rental.
Political polarization is my favorite use of “niching down” that I’ve seen over the last handful of years.
It’s incredibly effective both ways and hey – who doesn’t love a good keyboard warrior throw-down?
A few months ago, I actually provoked Derrick into a heated conversation about the benefits of niching down.
(We were in the car too. I love a trapped captive audience.)
He asked why the *bleep* you’d cater a service or product to a specific industry, limiting other sales opportunities and shrinking your audience.
I said: Great question!
Well. No, I didn’t say that.
I whipped out my “as someone who’s been in marketing for 7 years…”
He loved that.
Niching down gives you the upper hand:
- You’ll stir up quality leads and connections > quantity.
- Marketing is easier because your ideal client is super clear.
- You can sell your service/product for more moolah because there’s less competition.
There are no shortcuts in business, but niching down certainly gives you a head start.
(Derrick still disagreed, but he’s wrong. Heh heh)
You can also niche down in different ways:
- Sell general services to a specific audience, like fitness programs designed for pregnant moms.
- Offer a specific service to a general audience, like online vegan cooking lessons for anyone.
- Develop a strong message, brand voice and essentially form a cult that will buy anything you sell.
I think the patriotic wheelchair repair company picked door #3.
It looks like they also sell swivel recliners…?
But who cares?! ‘MERICA!
(I can joke about this. My left forearm is an American montage with the Statue of Liberty, a bald eagle, canons, and the American flag. Come at me.)
If I asked you to choose your own adventure, I bet you’d choose #3.
Because whether your ADHD spurs you to pump out a new service every few weeks or you just love the idea of being paid to be you, it’s the most sustainable (and exciting!) way to niche down.
Now, get in line at door #3 and join the waitlist for Personality Profits!
We’re going to flesh out your brand message (what you say & to whom), then go on a mini journey of self-discovery that’ll bring you back to your 20s and reveal your brand VOICE.
You’ll write better, market easier, and your audience will think about you 24/7 and buy your shiz.
(Even in the shower, yes. With great power comes great responsibility.)
ps – During my endless hours of research, I discovered that interesting people make more money. I’d cite the article, but I only Googled one thing and the first result wanted me to pay $1 to read the full article. So, just trust my word?
