Get ready to specialize!Talking PointsFocusing on a smaller market may seem counterintuitive, but establishing a niche worksHorizontal specializationIt’s easy to think of horizontal specialization firstPitfalls of thinking too much about yourselfConsider trainingPlatform specializationHow platform specialization differs from horizontal specializationPiggybacking off of a platform’s marketingVertical specializationNiches that you can ownClients are more concerned about competence than whether you work for competitorsDemographic specializationPower of demographic specialization if done correctlyHow demographic specialization can creep up on youPsychographic specializationWhat psychographic specialization meansAttributes of your ideal clientsQuotable Quotes“Trying to sell anything to everyone is like selling nothing to nobody.” –JS“You can be excited about a trucking company. You might have a story to tell about why you’re excited about that.” –RM“The better the website, the better the leads.” –RM“I think it’s pretty clear that in the beginning, you’re thinking way more about yourself, and then as you get to the end you’re thinking way more about the other person.” –JS