My client Mary called me and cried, "I need to find my niche!" She had been told, repeatedly, that she needed to find a narrow niche for her Executive Coaching business so that she could be more noticeable. There is a pack of coaches who market themselves to business professionals, managers, and C-suite executives. How can she be unique and …
Hand-Milked by Amish Farmers
A few years ago in the grocery store, I had an epiphany of the effectiveness of marketing message and marketing differentiation. How can you stand out in a crowded marketplace? My husband loves cheese -- specifically cheddar cheese. He swoons over the decision about which cheese to purchase. He'll stand in front of the display of cheeses in the …