Target as Narrowly as You Can (For Now)

It may seem counterintuitive, but the best way to grow your business is often to target as narrow a market as possible. By focusing on a small, well-defined segment of the market, you can create a positioning that is highly relevant and compelling to that group.

The benefits of a narrow focus include:

• Clearer messaging: It's easier to create a message that resonates with a specific audience than with a broad one.
• More effective marketing: You can concentrate your marketing efforts on the channels and tactics that are most likely to reach your target audience.
• Less competition: You may be able to find a niche that is underserved by your competitors.
• Higher close rates: When you are speaking directly to the needs of a specific audience, you are more likely to convert them into customers.

The key is to find a segment that is large enough to meet your near-term sales objectives, but small enough that you can dominate it. You can always broaden your focus later, after you have established a strong foothold in your initial niche.

Related Concepts:

• Segmentation is About Who Cares the Most
• Focus on Best-Fit Customers