Longtime friend-of-the-show and “three-peat” guest Geraldine Carter returns to go deep on the trials, tribulations, and benefits of niching down on a target market.

Talking Points

Going all in and telling everyone where you’re headed is key to getting traction
If starting from scratch, think about what gets you excited and what kind of work you enjoy doing
Don’t be afraid to be transparent with existing clients when transitioning to a new niche
Managing cash flow is crucial during the transition period
Not getting traction feels uncomfortable but should be serially solved, while not fitting into a niche is a feeling of discomfort that doesn’t go away
Niching down has many advantages, including having your own set of people and having more control over your calendar
ACFA can sell certain kinds of financial advisory products and services, but it’s more common for certified financial planners and financial advisors

Quotable Quotes

04:27 “They know down deep inside where they wanna be, but they just haven’t given themselves time and space or permission to let that idea surface as a possible business model.”
21:50 “Once you dive into your niche, you realize just how much there is to learn.”
24:01 “It’s almost like a process of elimination where they need to know what wrong feels like in order to know what Right feels like.”
26:32 “Who do you like working with? What gets you excited? What are the things that you think about when you can’t help thinking about them?”
31:49 “It’s not the curfuffle that you imagine it’s going to be in your mind.”
35:19 “There are a lot of pieces, there are a lot of moving parts, and it includes you having a good product, you talking about that product, but also not just talking, but speaking compellingly about the product.”
41:15 “CPAs do have it easy in a way, and it’s fair that they are in a profession that is in some ways legally required to purchase the service of.”

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