In a world where experts specialize in a very specific aspect of their marketspace, it still baffles me when companies want to be the best at everything. I’ll tell you right now – you can’t.
Markets are oversaturated with options. Specialization – be it by necessity or choice – has become the only way to differentiate yourself.
Let’s do a quick exercise
Let’s say you’re a man looking for a divorce lawyer in your area. A quick Google search reveals tons of lawyers that handle divorces in your area.
Some advertise as general lawyers that can represent you in and and all legal issues you might have – parking tickets, foreclosures, civil suits, bankruptcy, commercial investments, you name it, they’ll do it!
Others state that they specialize in representing men going through divorces.
Which one do you think will do a better job in your unique case? Would you go with someone that will take a traffic violation off a driving record and manage your family’s very delicate affairs on the very same day? Or would you go with the one that eats, breathes and sleeps family law and sympathizes with your rights?
I don’t know about you, but I’m not about to let just anyone represent me when it comes to asset division and children’s custody.
You can’t please everyone
Not in life, not in your personal relationships, and much less in business: He who focuses upon everything has, in fact, no focus.
To find your niche, think of the one thing you love doing. Investigate your market (make sure there’s a market!) and become an expert in that field. Do that one thing – and do it well. Do it until you become the best at it. Conquer the market. Then, and only then, consider expanding. Like Marketing Matters president Coleen Sterns Leith recently shared in her book, Ultra Hi Def Marketing: 5-Step Guide to World Domination in the Tech Industry “Securing yourself in a niche differentiates you. The more specialized you can be, the more credible you are.”
Finding a niche is instrumental in developing your company’s identity. To learn more about how to master the marketing game, check out Ultra Hi Def Marketing: 5-Step Guide to World Domination in the Tech Industry.