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Insights | September 22, 2023

The Next Best Thing to Specializing

Practice specialization is an excellent way to generate growth. With a relevant offering for a defined niche, your value proposition writes itself and the prospecting process can be expedited.

On the other hand, not every professional is prepared to become a specialist. That’s why we recommend a strategy that captures some of the benefits of this approach, without any of the commitment.

Instead of defining a single natural market, we identify clear client groups—like business owners, retirees or multigenerational families—and we build up sub-sections of your brand around these groups.

This means that when introduced to, say, an entrepreneur, you can present your program for business owners and make a compelling case for your relevant expertise. When passed a referral from a retiree, you can leave them with materials that outline your approach to retirement income and wealth preservation. And when working with a multigenerational family, you can provide a client experience that reflects their priorities.

You still have your core brand and unique value proposition tying it all together, but that core is not exclusive to any one market. It branches out according to the client groups you most want to engage or grow. 

For many of the teams we work with, this is a practical way to develop effective branding that adapts as opportunities and objectives evolve.

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