You can’t be all things to all people. If you stand for everything, you stand for nothing. The sheer number of clichés articulating the pitfalls of mass appeal should serve as a warning to every marketer dismissive of specialization. Mark Buckshon expands on this notion in an article for Construction Marketing Ideas, Construction Marketing: The Mass and the Niche. Buckshon argues the appeal of specialized services and niche interests is paradoxical in that, compared to mass appeal, there is more opportunity for growth and development. Although messaging designed to appeal to larger audiences may be easier to understand, it is far more difficult to cut through the clutter and engage prospects in a meaningful way. Buckshon implores marketers to better understand the needs of their target market to discover the unique niches that appeal to their heart, emotions, and most importantly, their wallets.
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