Corey Quinn - The Benefits of Selling to Anyone, Not Everyone

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Apr 9, 2024

Corey Quinn, author of 'Anyone, Not Everyone' and host of Deep Specialization podcast, shares insights on deep specialization, vertical market selection, and using gifts like cookies in outbound marketing. Topics include defining a vertical market, detecting traction, founder-led sales, ongoing gifting campaigns, reaching target markets through multiple channels, and adapting strategies for smaller businesses. Quinn emphasizes the benefits of specialization, consistent engagement with target industries, and focusing on dream clients for business growth.

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Introduction

00:00 • 3min

Specializing in Vertical Markets for Business Growth

02:47 • 9min

Optimal Market Niche Size

11:49 • 6min

Navigating Competition and Differentiation in a Saturated Market

17:34 • 2min

Promotion of Careers in the Trades in the Construction Industry

19:45 • 2min

Strategic Positioning and Gift Marketing for Targeted Outreach

21:54 • 26min

Building Relationships Through Industry Events and Associations

48:07 • 3min

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:

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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