July '20

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A W A R D S & C U S T O M I Z AT I O N 2 4 G R A P H I C S P R O J U L Y 2 0 2 0 G R A P H I C S - P R O. C O M ROCK SOLID FOUNDATION FOCUS ON YOUR NICHE TO MAKE SURE YOU ARE THE BEST T H E R I S I N G T I D E O F B U S I N E S S | A A R O N M O N T G O M E R Y A s business starts to get back at it, we all want to reap as much business as we can. We have all explored a lot of different avenues during the new normal, and for those that have made it this far, they are looking forward to some of the old business coming back. Many people are looking to break out the mega- phone and shout that they are ready and willing to take any and all business that comes their way. What if instead of trying to be every- thing to everyone right now, you focus down even more on your most desirable business partners (some people call them customers) and make sure the foundation of your business is rock solid? There were some businesses that not only survived but actually thrived through these last three to four months. They focused on their niche and made sure that they were the best, strongest, and most ready to serve their ideal customers. CONNECT WITH THE RIGHT PEOPLE Let's back up just a little bit as I know some of you might be reading this and think- ing to yourselves, "I can't target a niche; I need all the business I can get!" If I were your inner voice, I would reply, "I know, that is why we need to target a niche as we can't hope someone will connect with us. We need to know we can connect with the right people, and fast!" Here is the thing about targeting a niche. It has everything to do with your outbound message and what you focus on internally. What that attracts external- ly is perfect, and I don't want you to turn away any business. If you focus on one thing at a time, you will be more efficient and get to mastery faster. Your message will be clearer as well, so you will reach people faster. A friend of mine, Brett Bowden from Printed Threads, said it best on my pod- cast in 2018 when talking about focusing on your niche: "It's about connecting with the people you are most familiar with or have a lot in common with. It should be easy to go talk to them about your busi- ness because of your common interest. What happens is other niche markets will search you out because you are the best in your space." As everyone is dusting off their mega- phones, don't be just another part of the commotion of people trying to be every- thing to everyone. Let's face it, the wall of content and noise that each one of us has to deal with on a daily basis makes it dif- ficult to reach the right customers. To cut through all of that noise, it is imperative that we find a niche and then own it at a level that makes it impossible for anyone else to stand out in it. THE BLUE OCEAN STRATEGY While that might sound daunting, it is ac- tually easy so long as you hyper-focus your niche to one specific area that you can serve well. This is called the Blue Ocean Strategy, which is from a study and subse- quent book published in 2004. G R A P H I C S - P R O. C O M Selling plain decorated mugs is a Red Ocean, but if you personalize them to fit within a niche, you may dis- cover a Blue Ocean full of profit oppor- tunity. (Image cour- tesy Sawgrass)

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