Many entrepreneurs think that selling to the widest possible market is the likeliest path to success. The problem is that the "take all comers" approach is not very effective as an overall marketing strategy; marketing becomes expensive when everyone is a potential prospect.
Today's small businesses share a fiercely competitive playing field. Combined with information overload, this means that it's harder to stand out when you have a generic message. If you are merely a "management consultant," a humble "business coach," or a nondescript "financial advisor," you risk fighting it out over price with competitors who offer identical services to yours.
To rise above the fray, you need a compelling business message aimed at the right people. You need to cultivate your own Super Niche.
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