Personal Brand & Positioning
How can a niche business reach a bigger audience without losing its target customer?
Answered independently in 2 episodes. Every line below is verbatim from the transcript, timestamped to the moment it was said.
The short answer
What the archive says
01Use the generalist principle: speak to your niche but make it accessible to the widest possible audience. Going from 1,000 views at 70% target to 1,000,000 views at 5% target takes you from 700 to 50,000 of the right people. source →
02Use the generalist principle: keep the message on-topic for your niche but make it accessible to a broad audience, like Ryan Serhant's $250 million home tours that convert a fraction of a percent of millions of viewers. source →
In their words
What was actually said
No, never. And again, as we talked about before, the opportunity that we've been given has never occurred in history. Never before social media was the common person allowed to reach millions, tens of millions, hundreds of millions, billions of people with their message without a major budget behind them.
The episodes
2 episodes answer this
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