Corey Quinn joined me on Ditching Hourly to discuss his excellent new book, “Anyone, Not Everyone.” In it, Corey shares insights on deep specialization, selecting a target vertical market, and using gifts like cookies to transform outbound marketing. 

Corey's Links:

• Anyone, Not Everyone by Corey Quinn
• Deep Specialization podcast by Corey Quinn
• Corey's Website

0:00 - Episode intro
0:17 - About Corey Quinn and his background 
1:30 - Corey's ideal client: agency founders doing $1-5M and looking to specialize
3:07 - Benefits of specializing in a vertical market vs. skillset
5:17 - How to define a vertical market
7:19 - Detecting traction in a potential vertical to specialize in
11:33 - Identifying a vertical market that's the right size (2,000-10,000 businesses)
15:25 - How specializing enables you to speak your target market's language 
17:35 - Creating a "point of view" to differentiate beyond just positioning
22:33 - Shifting from founder-led sales through deep specialization 
25:09 - Using gifting (like cookies) to transform outbound marketing
30:42 - Creating an ongoing gifting campaign, not just a one-time gift
32:21 - Reaching your target market in multiple channels beyond just gifting
37:46 - The multi-million dollar cookie budget that drove Scorpion's growth
41:17 - Adapting this approach for smaller shops through focus and consistency
45:01 - Advice for soloists: specialize, do thought leadership, focus on dream clients
48:54 - Consistently engaging with a target industry year after year to build trust
50:34 - Where to find Corey's book and other free resources

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