I often say that it’s never too late to learn or change. And it’s never too late to start over or try something new. I know from personal experience since I’ve done it several times in my life and SEO consulting career.
Today, I’ve decided to do it again and switch gears.
It’s nothing drastic like joining a monastery or the circus. Admittedly, 2020 felt like that in many ways. I did, however, recently decided to become vegan.
If you know me, you know how much I love bacon. I will miss it. But my health, the environment, and the welfare of innocent animals are more important than my tastebuds. And after losing so many people in my life to cancer (which I’m susceptible to), I prefer stacking the deck as much as I can.
Nevertheless, that is not the change I originally meant.
What I’m talking about is something I’ve been tinkering with for a few years now. So after much thought and consideration (and talking with great coaches like Jonathan Stark and Kevin C. Whelan), I’ve decided to niche down.
I now focus on SEO consulting for cosmetic practices and practitioners.
I’ve done this for five important reasons.
1. Specialization is remarkably effective.
I started as a specialist. My first consultancy in 1992 was called “The Success Doctor” because I focused on marketing for plastic surgeons. Niching down is also something I’ve been teaching for 30 years and even written a book on it called “Power Positioning.” Time to eat my own dog food.
2. Dual specialization is more potent.
I’m specializing vertically (i.e., cosmetic practitioners) and horizontally (i.e., SEO consulting). A perfect example of dual specialization is Chris Dreyer who does SEO consulting for personal injury lawyers and law firms. And he’s crushing it. Specializing in one area is good. But in both, it’s powerful.
3. I’m well-acquainted with the market.
The most common clients I’ve worked with in my entire career are plastic surgeons, dentists, and medical aesthetics clinics. In recent years, I’ve done more SEO consulting work — from audits and technical SEO, to content strategy and SEO copywriting — than any other work. So it’s an easy transition.
4. I’m focusing on work that fascinates me.
I’ve been a copywriter for most of my career. But I love SEO consulting work. It activates both sides of my ADHD brain (i.e., the analytical and the creative). And it’s a field I’m increasingly curious about and fascinated by, too. As the sage advice goes, “Don’t follow your passion, follow your curiosity.” So I am doing just that.
5. Finally, I’m going where I can add value.
As a consultant, my work is mostly advisory. So this move makes perfect sense. In addition to Jonathan Stark and Kevin Whelan mentioned earlier, I’m also an avid follower of David C. Baker, Blair Enns, Rochelle Moulton, Philip Morgan, and others who all say the same thing ⏤ like this interview with Kai Davis.
As Casper co-founder Jeff Chapin once noted:
“It is learning how your brain works, so that you can figure out what you are individually good at. What are the problems that you gravitate towards and can solve better than other people?”— Jeff Chapin, CPO, Casper
Chapin meant that for young entrepreneurs. But after my ADHD diagnosis at the age of 52 last year, I’ve come to realize that’s where my real strengths are, or as Chapin said, how my brain works.
Ultimately, I’ve been a freelancer for 30 years and I’ve thrice specialized before. My biggest successes (and the most money I’ve made, although money is no longer a factor) were when I specialized.
So I know this is the right decision.
The Daily Marketing Memo will not change. My goal is to continue to provide you with tips, ideas, and insights on how to become an authority and build a strong online presence that drives traffic, leads, and revenues.
So I will continue to write about SEO, content marketing, and copywriting. But they will be my approach and my experiences — pretty much what I’m doing now. Sometimes, I may share an unpopular opinion or two. Other times, I might answer your questions.
I’m here to help. Thank you for being with me on this ride.