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independence6 unconnected · 1 more author in those circles
applies to

b2b, no audience needed

mixed results

confidence

high

evidence

7 claims · 7 articles · 4 receipts

window

2018-12-19 → 2025-05-04

6 builders who never spoke to each other

Aim everything at the segment you already win

Look at who actually pays, find the segment that is already most of the revenue, and rewrite the marketing, the roadmap and the sales pitch to speak only to them. A homogenous customer base also makes prioritisation cheap, because everyone runs into the same problems in the same order.

The method

  1. 01

    Narrow your positioning to the segment that already makes up most of your customers instead of hedging with a broader description.

  2. 02

    Escape the stall by narrowing your target market with the extra condition that they need it immediately, then point all your marketing, selling and roadmap at that profile.

  3. 03

    Build for the minority who already care rather than the whole population who technically need it. A narrow enthusiastic base is reachable, a broad indifferent one is not.

  4. 04

    A homogenous niche audience makes feature prioritisation trivial and keeps the business low touch, because every user hits the same problems.

  5. 05

    Favour a subject with a paying audience whose problem is narrow and whose existing options are few.

What it returned

  • He moved from describing his service as growth marketing for tech companies to working exclusively with enterprise software startups, reasoning that most clients already were, the market is large, and few marketers understand deeply technical products.

  • WePlate was built for every student. Only students already paying close attention to their diet showed any enthusiasm, and the founder says he should have targeted exactly those.

  • One of three tests offered for choosing a content topic.

  • Swagemakers built a six-figure freelance business and then a productized agency inside the Dutch-language market.

Sources

the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

One email a week. Unsubscribe in one click, and the address is used for this and nothing else.

More in positioning

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the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

963 corroborated plays to draw from · 3 a week

One email a week. Unsubscribe in one click, and the address is used for this and nothing else.