The Niche Influence: For people who are chasing something bigger than themselves.

By Peter Watson

There's a lot to be said about marketing books. Some are filled with confusing statistics; others rant on with borrowed theory and unproven methods to guarantee success. One thing that ties all those marketing books together is that all those words have been written before - a thousand times in a thousand different ways. 

• Language: English
• Publisher: Compilation Publishing
• Release date: Jun 1, 2021
• ISBN: 9781527292598

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Copyright © Peter Watson 2020

IBSN 978-1-5272-9055-6

First printed 2020

All rights reserved. No part of this publication may be

reproduced (other than purposes of review) without written consent of the publisher and or author.

This publication is designed to provide accurate and

authoritative information in regard to the subject matter

covered. It is sold with the understanding that the author

is not engaged in rendering a professional service.

If expert assistance is required, the services of a competent professional should be sought.

For all of the people out

there trying to make

something of themselves

Foreword

by Sean Spooner

When I think back, my first encounter with Peter is clouded with contrast. I was in Lincoln to speak at the University’s Business Society, of which Peter was President at the time. We met the night before for dinner and, after the usual pleasantries, found that we had a lot in common. We were both young people with an interest in business, and I appreciated the opportunity that Peter had given me to come and speak in Lincoln.

But that’s where the good memories end.

Later that night, I rushed back to my hotel room to begin work on the talk I would be giving to the Society’s students in less than 12 hours time. I pulled together some slides, made some rough notes, and then set my laptop to one side to get some sleep before the big day.

Before I knew it, Peter was stood at the front of the room, he called my name to welcome me to the stage, and up I went to deliver my talk.

The next 8 minutes were some of the most awkward of my life.

The contents of my talk were flimsy and meaningless. My delivery was unconvincing. My nerves were deafening. And the audience knew it.

That’s it, I said, that’s all I have. Blank faces stared back at me. People didn’t know whether to clap or laugh.

I made a fundamental error when I agreed to that talk in Lincoln: I was trying to be the end result—the ‘influencer’—before I had anything to influence about.

I wasn’t an authority. I had nothing to speak about. I wasn’t qualified or experienced in the areas I tried to cover. And those in the audience saw straight through me.

And that’s why the memory is clouded with contrast; because I was given a great opportunity, but I was ashamedly unprepared to take advantage of it.

Despite my weak performance on the day, I stayed in touch with Peter after the event. And through his actions in the eight years since, he has shown me a better way.

Peter has gone on to build, acquire and invest into a group of businesses that includes a fast-growing marketing agency, a conveyancing firm, a mortgage company, and several DTC brands—collectively generating millions in revenue.

During that time, he has managed to do something altogether more remarkable; he has built an incredibly strong core following of supporters, advocates, and proponents, using the very methods outlined in this book.

Peter’s followers and his influence didn’t come about through some contrived set of actions or at great expense. Rather, he built his following organically, by being the one thing that nobody else can be; himself.

From his podcast, Behind The Journey, and YouTube series Inside the Journey, to his impossible to ignore prominence at speaking events across the UK—and now as a published author, who managed to get this book into your hands—Peter has leveraged niche influence to go further, faster, and with more impact.

You won’t find abstract theory or woolly stories over the coming chapters, just a hard-won and battle-tested blueprint to find your niche, build your influence, and capitalise on focused attention.

Influence is a multiplier. The advice I have taken from Peter on the subject in the years since our encounter in Lincoln has helped me become better known, be offered better opportunities, and be better able to take advantage of those opportunities when they arrive.

By the time you finish this book, you’ll have learnt how to do exactly the same.

Introduction

When it comes to marketing, often books on the subject leave a bad taste in the mouth. Page after page of confusing statistics and borrowed theory, all cobbled together to make the author sound like a Guru. So, you might understand my trepidation on writing one at all. However, anyone who knows me, will understand that I wasn’t going to be daunted by what had been written before, I was simply going to do it differently.

This book needed to be something that appealed, was honest, provided value and most importantly, would serve those that have a similar attention span to me. 

Writing a book hasn’t come from a place of vanity or to make a quick quid either, rather it has come from a place of necessity.

It’s worth noting at this point that it’s currently June 2020, we’re just easing out of lockdown and I’ve had a little more time than I would normally have had, which hopefully means this book comes from a less cluttered mind!

Prior to lockdown though, I was fortunate to have spent time on the circuit, speaking about marketing and how the industry is changing. I see this almost daily as my team & I find the best ways to get our customers seen online. This book was born out of the many questions I was asked during this time. It also