Review of Niching Up

[Ipsita Gochhayat]

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

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5 out of 5 stars

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The book proposes the key idea that specialising in a particular area of a business unlocks higher value than catering to a broader audience. Niching up reduces your pool of target audience, but it positions you as an expert in that particular area, thus boosting the value of your product or service. This book is based on the author’s personal experience of running a personal injury law firm marketing agency (rankings.io). The author offers plenty of practical advice on how to decide when to niche up and how to evaluate the results of changes that you make to your business upon your decision to niche up.

I appreciate that the author is upfront about the cons of niching right at the beginning of the chapter and even suggests that you should first operate and get a lot of experience in a wider market and accumulate sufficient data to back your decision, before setting out to specialise in a particular area. In the next chapters, the author emphasises that if you choose to operate in a niche, you need to be an expert at what you do, you need to learn from other experts in the field and spend time getting better at your work. In the latter chapters, the author takes up other aspects of niching such as the potential to charge a premium for your offering, how you can attract higher conversions on your sales calls since you know exactly what your niche audience wants, the value of building relationships in your market and how you can eventually build up efficiency in your processes. The author concludes with a case study of his own business to show how he niched up and discovered the advantages of niching.

The book is full of practical advice that anyone can implement in their business. I appreciate that the author distills his ideas and advice from years of experience into a short capsule of a book while keeping the tone conversational and humorous. I would rate the book five out of five. I enjoyed reading the book and also learned a lot from it. I would recommend this book to anyone interested in business.

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Niching Up
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