Review of Niching Up

[Zinhle Buyisile]

[Following is a volunteer review of "Niching Up" by Chris Dreyer.]

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5 out of 5 stars

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Amarketing book offers a strategy for business specialization.

Dreyer, founder of a digital marketing agency specializing in search engine optimization, realized that his greatest success came from focusing on a specific niche. In this condensed but informative volume, he promotes a simple yet powerful idea: “When you do something that no one else is doing, you stand out.” But the author legitimately cautions “that niching is not for everyone,” and in so doing, he proves the point by writing for a defined audience. The book begins with an appropriate discussion of seven narrow market “cons”—negatives that Dreyer details and effectively refutes. It is helpful to understand the downsides of being niche-oriented, including targeting a smaller market, dealing with media buying challenges, and recognizing the lack of diversity in clientele. The remainder of the work concentrates on the potential benefits of identifying and capitalizing on a particular niche. While the content is not uniquely different from business books that discuss segmenting and targeting defined slices of markets, Dreyer makes a strong case for the conceptual idea of niching. Short chapters address such strategies as starting broadly and then developing expertise in a niche, setting premium prices, and valuing referrals. Throughout the volume, the author references his own experience, both in his work and personal life; he includes a few examples of others who have achieved success by hyperfocusing on a certain skill. Particularly engaging is Dreyer’s story about how he concentrated on playing poker, learning it from a mentor/expert and developing enough expertise to win in a tournament. His counsel is sure to be relevant to any business owner who intends to target a niche. For example, the author discusses “the trust, the proof, the confidence, and the specificity” that combine to make niching a winning strategy. He provides proven tactics, such as incorporating niche-specific language in promotional copy; moving from small to larger practices and businesses; and leveraging referrals to create and build relationships. “The best advice I can give you if you want to get more referrals,” notes Dreyer, is to “be someone worth referring.” The author writes with a direct, single-minded authority that supports his niche expertise. 5/5 rating

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Niching Up
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