In my latest post for the Marketingprofs Daily Fix, I interviewed David C. Baker, owner of ReCourses, Inc., which provides individual consulting, seminars, speaking, and writing exclusively for firms in the marketing industry (design, advertising, public relations, interactive, and in-house), on a topic we are both passionate about: Positioning. (See “5 Insights on Narrow Positioning.”)
In the interview, David focuses on the bottom line benefits of narrow positioning, which is to say, making your business less relevant to most clients so that you can maximize efficiency and profitability working with a select few. But from an expertise public relations standpoint, narrow positioning also makes it a lot easier to become known for something and recognized as an industry expert on it.
The biggest problem with being general is that to gain recognition, you have to be more places, all the time. Imagine the difference between having to work a crowd at a big party of 100 people versus an intimate cocktail party of 15. Getting to those 85 additional “people” takes a commensurate amount of additional effort. And because there are so many more people competing for everyone’s attention, the probability of them remembering you is dramatically diminished.
The moral of the story is: You either need to narrow down your positioning or be prepared to work 10x harder (and/or spend 10x as much money if you want someone to help you) to raise your profile among prospects and influencers who are monitoring 10x more information outlets.
P.S. If you are a narrowly positioned marketing thought leader attending the Marketingprofs Business to Business Forum 2010 it in May, contact me — I will be there live blogging/tweeting the event and will be doing brief interviews and a round up on this topic for some of my live blog posts and as fodder for follow-up article on the conference. If you haven’t registered yet, click the badge below for a $200 discount. See you there!