Discovering a specialty or niche in the market, is a critical planning stage to all marketing services offered by my Toronto marketing firm.
Marketing for engineers, architects, accountants, alternative health care providers and all other professional service firms, benefits from having a niche market. As Seth Godin so eloquently and humorously put it:
When choice is limited, I want a generalist. When selection is difficult, a jack of all trades is just fine.
But whenever possible, please bring me a brilliant specialist.
If you’re shaking your head in agreement with this obvious point, then the question is: tell me again why you’re a generalist?
Having a niche market is, however, only the first step towards marketing a specialty. To truly leverage your specialty, it is equally important to effectively communicate that difference.
Photo credit (top): arkworld