A few years ago in the grocery store, I had an epiphany of the effectiveness of marketing message and marketing differentiation. 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 market for ages and ages, reading each and every …
The Problem with Niches
My client Mary called me and cried, "I need to find my niche!" She had been told over and over again that she needed to find a narrow niche for her Life Coaching business so that she could be more noticeable among the pack of Life Coaches who market themselves to business professionals and managers. But she had also been told that using words …