Last week we were talking about getting lots of recognition and leads when you’re new and unknown.
Here’s one of the quickest things you can do. In fact, it’s becoming a necessity in some fields. Let’s use real estate as an example.
There are plenty of real estate agents, but do any of them call themselves “The rental property agent” or “the first time buyer’s agent”? If you choose to be an advocate for a group of people, a region, or an industry, you gain an instant USP.
Try this experiment. Google “Silverlake real estate agent” or “Highland Park real estate agent.” These are two Los Angeles neighborhoods that see a lot of action. Go ahead and Google these realtors, who are fortunate to specialize in such a hot market. I’ll bet a lot of competitors are vying for their position.
What? You couldn’t find a single, genuine agent amid all the links to realtor.com, agentpronto, zillow, and similar sites? Hmm.
I’m just saying, if I had a home in Silverlake, and I wanted to sell it, and you had your own personal blog and YouTube channel for SilverlakeRealtor.com, and I found you and saw that you were a genuine person from the neighborhood, with boots on the ground and a beating heart, who do you think would get the deal?
Be somebody, and the right clients will flock to you. This works in any industry. I know an engineer who is positioning himself as THE Google Analytics guy. I know a financial planner who only works with baby boomers who are struggling to care for their aging parents.
That “pigeonhole” is a doorway to the treasure
But Jacob, you say, I don’t want to be pigeonholed in a niche that’s too narrow! What about all the buyers and sellers who are not in Silverlake?
I’ll answer that with a story.
Years ago, when I was new to the world of copywriting, a coach advised me to promote myself as the Nutraceuticals Copywriter. I never had more than two nutraceuticals clients, but I got all kinds of work in other fields when I started positioning myself this way.
Once you stand for something, you stand out. More people notice you, even outside your chosen niche.
It’s counterintuitive, but when you narrow your focus, you broaden your horizons. I dare you to try it. And let me know how it goes in the comments below.