Narrow and deep niche marketing

This post originally appeared on the MemberScore blog.

Are you positioning yourself in the marketplace such that all of your marketing efforts speak loud and clear to your exact target audience AND no one else? Don’t miss the “and” I slid in there. Your marketing should be done with surgical precision.

The internet is a big place and there are enough people out there who want what you’re offering. The more you dial in your marketing messaging – as though you’re speaking to one individual human person, like one of your current power users – the better you drown out the other irrelevant noise your prospects are bombarded with every day, and start bringing on the right members.

And when you have the right members, your churn, complaints, and support tickets decrease, while your member engagement and revenue increase.

For example, almost every revenue related principle I teach you applies to a multitude of industries. But I don’t want to talk to those people. I just want to talk to you. If you are not planning to run or currently running a membership website, feel free to make your exit.

Run through your list of current marketing efforts and ask yourself:

  1. Am I speaking in my personal voice to my ideal prospect, someone who could become a power user?
  2. Am I painting with a broad brush and going for any leads that might be a fit, or is my messaging clearly dialed in to capture only those leads who will match closely the profile of my current power users?

Have a question? Email me,, and I promise I will get back to you.