When you start talking about niching, people start to panic. It’s a natural reaction. Why would you deliberately narrow your audience when there’s so much potential business out there? You’d have to be crazy to turn good customers away, right?
Well, maybe not. The trouble with marketing to the whole world is that you don’t end up connecting with anyone. A good marketing message connects with your customers in a way that gives them an ‘a-ha’ moment. They read your blog post or see your ad and know that you understand what they need. It all means that the more focused you are, the more likely you are to get that reaction.