There was one other mindset shift that came to mind in yesterday’s conversation about getting past the hurdle of niching down:

Perspective.

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It’s an understandable approach to keep your market position broad.

You’re new to the solo consulting game.

You don’t quite have your bearings.

You have personal responsibilities weighing heavily on your professional moves.

To put it simply, you’re in 'sink or swim' mode.

So it’s almost human nature to flail out, grabbing at anything close by to keep you afloat while you establish your rhythm and can tread on your own.

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The issue with this approach is you’re focused on yourself, and not your buyer.

Let’s say you’re a fractional CMO.

You buyer is typically a CEO of a startup or small business.

That CEO doesn’t wake up in the morning and say “I need a fractional CMO.”

That CEO wakes up and says to herself:

“I’m in trouble.

I’m trying to raise my next funding round, but my growth is slowing.

Our original marketing tactics aren’t working anymore…

And I don’t think I have anyone internally to figure this out.”

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At that point, she’s not going to go out and say, ‘let me find a fractional CMO to talk to’.

She’ll be looking to speak to any marketing expert that’s been through this before, and specializes in this exact situation.

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So to bring it back to you…

If your website/LinkedIn portrays you as a ‘jack/jill of all trades’ marketing consultant…

…and that buyer sees someone else that’s a “fractional CMO who breaks through growth plateaus for early stage B2C startups”

Who’s going to get the call?

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Niching is a personal decision, yes.

It impacts every aspect of your consulting business.

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But your buyer is making a personal decision too:

Who can best speak to my current pain?

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Position yourself narrowly and you’ll be the easy answer to their question.

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💡

-Wes

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P.S. Have you found your niche, and now want to become known for it?

I'm opening three June slots for my IP Builder sprint - three 1:1 working sessions over two weeks, to build a set of 'intellectual headshots' to visually attract and close dream clients within your niche.

From a recent IP Builder client:

"Wes, the value of this exercise goes far beyond just getting the visuals. That’s the tangible output - but thinking it through with you, having to articulate what I’m really trying to communicate, and getting it out of my head - that’s what's extremely valuable."

Interested? Just reply 'Details' and I'll send you the info to consider on your own before bookings open later this week - no pressure.