Not focusing on a niche or specialty

When one tries to be all things to all people (clients), one often ends up being nothing to everybody. Generalists may thrive in small markets and also when business is booming. However, when the economy slows down, and it will, clients aren’t as footloose and fancy free. They go looking for specialists. It’s reassuring to them to know the designer working on their project understands their business, industry, market and competition.

Plus, focusing on a niche – a particular industry or industries, geographic area or type of project (i.e. annual reports) is a huge help in identifying qualified prospects and successfully reaching them. Also, by choosing a niche that small enough, yet profitable, it’s loads easier to rise above the pack and get firmly rooted on your prospects’ radar screens.

For more about developing your marketing plan, check out my e-book, Marketing Tune-Up: A Turnkey Guide For Creating & Implementing Your Marketing Plan.

Until the next
Marketing Minute
all the best,
nt