Issue #2: Niche the F down.

Hey , it's Jenn, your SaaS marketing ally.

👇 Let's jump into Issue #2 of “Notes on Marketing ✍️”

You know how many times I’ve consulted with a founder and asked:

“Who are you trying to reach?”

Only to hear ‘em say:

"Everyone. No, really, my product could be used by almost anyone.”

First things first, no. Your product isn't for "everyone."

You can't solve all the problems and be right for every single person.

You might see your big competitors targeting a bunch of different groups—Marketers, Sales Consultants, PMs, Startups, and more.

So, why can't you do the same?

Two words: ✨limited resources✨

Why You Should Niche Down

In a world full of startups trying to solve lots of different problems for lots of different people, focusing on a smaller group might sound a bit strange.

But trust me, if you are small, simple is better.

And, here’s why:

Limited Resources

Most startups operate with limited resources. You know it. I know it. Everyone’s mom knows it.

Whether it's a tight budget, a small team, or simply not enough hours in the day, spreading yourself too thin will cause you to burn out and make no money.

Focusing on a smaller group allows you to use your resources wisely.

You can make a bigger impact by helping a specific group of people with a very particular problem, getting them to recognize you as the go-to expert faster, and then turning them into early brand evangelists.

Be the Expert, Not the Jack-of-All-Trades

If you try to do everything, you might not do anything well.

Instead, be a specialist.

Become the go-to product/brand for a particular group of people.

When you're the expert in your niche, people trust you and recognize you more.

As a new startup, your focus from a marketing perspective should be to gain trust and authority from potential customers.

The FOMO Myth

Founders worry about missing out on other opportunities if they niche down.

"What if we're ignoring all these other chances?"

When you're great at what you do in your niche, it can open up new opportunities in the future.

Step #1: Position yourself as the go-to expert in this niche, and be top-of-mind for them.

Step #2: Once your sub-niche knows you and trusts you, you can start broadening your horizons and expand to address other problems they might be experiencing.

🚪Your sub-niche might just open doors you never knew existed.

Slack Did It

Take a look at Slack.

They started as a niche product designed solely for team communication.

They didn't try to be a project management tool, a social platform, or a file-sharing service; they simply focused on making team communication better.

Today, Slack is synonymous with efficient business communication and has seamlessly integrated with numerous other tools and services.

They didn't miss out on opportunities; they created them by mastering their niche.

They focused on solving ONE problem well for ONE specific group of people.

They captured that part of the market and then expanded.

Only after owning a sub-niche that their competitors were ignoring or slightly covering, did they start solving other problems that their niche had.

So, niche down your product, niche down your messaging, niche down your target.

Simply put, niche the F down.

💥That wraps up today's content, I appreciate you reading this far.

But, before you go…

👉🏼Things you should read:

• How Abercrombie went from America’s most hated retailer to a Gen Z favorite (Article)

• 2024 Instagram Trend Talk:all the trends Gen Z will be driving on Instagram in 2024 (Blog article)

Things Im currently into:

🎵 This song - Idk why but it gives me 2008 lounge vibes. Good for focus work.

📷 DJI Osmo Pocket 3 - I haven't even bought it, but I've been on a binge-watching spree of TikTok reviews of this thing. I’m obsessed.

👉 Is there a topic you’d like me to write about in the next issue? Hit reply!

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