We have often stated that focusing on an underserved or uncontested market niche, and doing so better than anyone else in your marketplace, is the key to successful marketing. But, to pull this off you need to also have a particular mindset that we refer to as SINGLE-MINDEDNESS.
Before you even begin to embark upon the journey of niche marketing, you need to achieve a level of certainty that you have selected the right niche in the first place. You need to do your homework to assess the viability of the niche because it needs to have the potential to meet your financial goals. You also need to know if it is something for which you are personally best suited, that it plays to your personal strengths and passion. Only then should you take action.
But, once you are clear that you are heading in the right direction, you need to be absolutely single-minded about your endeavors. The opposite of single-mindedness is being plagued with self-doubt or second-guessing yourself.
The single-mindedness mindset is what makes the difference between winners and losers. Losers tend to forget that staying focused within the niche is essential. They think that they may miss out on business outside of their niche. Thus, they get distracted and dilute their concentration.
Recently, we were reminded of the importance of single-mindedness when a chipmunk (of all creatures) ventured into our garage. It was game-on for our cat, Qunicy! He became absolutely single-minded about his goal to capture the chipmunk.
At first, we had no idea what had captivated the attention of our intrepid hunter. He spent the entire night in the garage, hot in pursuit. He was missing in action--a no-show for dinner and his favorite activity of the day, going on walks with his parents.
The next day the mystery prey was in the house and under our couch in the living room. Quincy did not leave his post for hours, monitoring the situation. Only after lifting the couch, and seeing a bushy-tailed creature make a hasty retreat for our front hall closet did we recognize what it was. At that point we sequestered Quincy, opened the front door and managed to orchestrate the chipmunk's escape.
Take a lesson from Quincy. Nothing deterred him from his Chief Aim. He had no second-thoughts or self-doubts. Nothing else seemed to exist for him during this game of cat & chipmunk. He was fully engaged in the here and now. The joy was obviously in his journey, more so than the end result.
Find a niche that you can dominate and stay focused. Become single-minded in the unabashed pursuit of market leadership in your marketplace.
Written by Ron & Alexandra Seigel-
ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.