The secret to earning more in any industry is to specialize. Let me give you a clear example. One of my niche markets for online consulting is in the veterinarian industry.
I have even written a marketing book tailored to veterinarians – The Official Veterinary Marketing Guide.
A few days ago I received an email from a veterinarian down in Florida who is ready to hire me to help him market a new practice that he’s just purchased.
Even though we’ve never met in person, and my consulting prices were higher than what he’d been quoted by other companies, he chose to go with me. Why? Because he saw me as a specialist, and not a generalist.
In his email, he explained that other companies had quoted him on web marketing, but they had too much of a one size fits all “cookie cutter” approach. They were generalists, not tailored too veterinarians. I’m sure their pricing quotes were much lower as well.
He was willing to pay more for a specialized approach to marketing. A marketer that works with veterinarians.
People Pay More For Specialists
Let that be a lesson. People will pay a lot more for specialists. For information products and webinars, people will spend more to access industry specific information.
Customize your message to a target industry, and you will make a lot more per transaction.
People will often ask why I chose to market to veterinarians, and the answer is simple – I picked it out of the yellow pages about 5 years ago. It was an industry that seemed to be spending way too much money in full and half page ads. I saw opportunity.
Now 5 years later, I’ve made money from books, speaking and consulting within an industry I previously knew very little about… all because I decided to specialize my information.