The Deep Specialization™️ Podcast

Your agency isn’t growing as fast as it could not because of talent, but because you haven’t specialized deeply enough. In this episode, Corey Quinn breaks down his proven 3-step Focus Finder system for choosing the right vertical market. This is the exact framework that helped scale Scorpion from $20M to $200M and that Corey’s clients use to grow 93% faster than generalist agencies, win more referrals, and command premium prices. If you’ve ever hesitated to niche down because of “fear of missing out,” this episode will show you how to confidently choose a vertical that fuels both growth and fulfillment. ⏱ Episode Chapters [00:00] Why Agencies Struggle to Grow – The hidden cost of staying a generalist and why specialization leads to faster growth and higher valuations. [01:00] The Riches Are in the Niches – Key data showing why specialized agencies outperform generalists. [01:45] Step 1 – Gather the Wisdom in Your Business – How to use your own client data, retention, and team feedback to narrow options. [02:30] Example: Scorpion’s Home Services Focus – Why revenue, retention, and margin made it the obvious choice. [02:55] Step 2 – Do You Give a Damn? – Why passion, empathy, and personal connection to a vertical matter for long-term success. [03:15] Real-Life Examples – From Chris Yano choosing home services to digital health agencies aligning with lifestyle values. [03:45] Step 3 – Run the Numbers – A simple calculation to project realistic 3-year revenue potential in any vertical. [04:30] Example: The $7.9M Plumbing Opportunity – How focus creates both revenue and profitability through repeatable systems. [05:00] The Confidence Factor – Why clarity on numbers eliminates guesswork and boosts certainty in your specialization path. 👉 If you’re ready to stop being a generalist and start building authority in one market, this episode gives you the exact framework to choose your vertical with confidence. Resources & Links 🎥 Watch the full YouTube episode here: https://youtu.be/IjIOmiaW6CI 📝 Get the Focus Finder Worksheet: https://deep-specialization.kit.com/vertical-focus-finder-worksheet 📘 Discover how to become the go-to agency in a vertical market: https://www.anyonenoteveryone.com

Most salespeople lose deals in the first five minutes, often without realizing it. Why? Because they fail to build trust fast enough. In this episode, Corey Quinn shares his Six-Slide Trust Multiplier, a proven framework that engineers trust early in the sales process, helping you double your close rate and dramatically shorten your sales cycle. With 30 years in high-ticket sales, 15,000+ clients served, and experience scaling Scorpion from $20M to $200M, Corey reveals how you can transform cold, skeptical prospects into eager buyers, all in the first 10 minutes of your call. ⏱ Episode Chapters [00:00] Why Most Sales Calls Fail – The hidden cost of resistance and how trust not tactics closes deals. [02:00] The Three Sales You Must Win – Why your buyer has to buy you, your company, and your solution. [03:30] Slide 1 – Agenda – How to establish professionalism, structure, and psychological safety. [04:45] Slide 2 – Company Credentials – Proving authority with data, credibility markers, and industry expertise. [06:00] Slide 3 – Common Pains – Naming your buyer’s top challenges before they do (and why it builds instant trust). [07:30] Slide 4 – Signature System – Moving from “services” to a named, scalable framework that solves their problems. [09:00] Slide 5 – Client Success Story – Showing proof, not promises, with relatable transformations. [10:55] Slide 6 – Transition to Discovery – Shifting focus to your prospect’s world while lowering resistance. [13:00] Why It Works – The psychology behind engineered trust, clarity, and flipping the sales dynamic. [14:00] Proven Results – How this system doubled close rates at Scorpion and freed founders from sales calls. 👉 If you’re ready to stop losing deals in the first five minutes and start closing high-ticket clients with ease, this episode is your playbook. Resources & Links 🎥 Watch the full YouTube episode here: https://youtu.be/cU17XFxVlKI 📄 Get the 6-Slide Trust Multiplier Guide: https://trustmultiplier.guide

Most agencies struggle with sales because they fall into the generalist trap, saying “yes” to every client, creating inefficiencies, and burning out. In this episode, Corey Quinn reveals the deep specialization flywheel that flips the script helping you attract premium clients, scale with systems, and position yourself as the go-to authority in your niche. Drawing on his 20+ years in the agency space (including scaling Scorpion from $20M to $200M), Corey walks you step-by-step through how strategic specialization transforms agency growth. ⏱ Episode Chapters [00:00] The Generalist Trap – Why saying “yes” to everyone leads to chaos, inefficiency, and client churn. [04:35] The Wrong Fix – Why more leads, offers, and ads won’t solve your sales problem. [06:01] Strategic Specialization – How to choose a vertical market and position your agency for authority. [08:03] The Deep Specialization Flywheel – The repeatable process of focus → expertise → systems → leverage → authority → premium pricing → reinvestment. [10:55] Real-World Example – How Scorpion turned attorneys into $300k+ lifetime clients while competitors lost them at $24k. [12:23] The Payoff – Building a sustainable, premium-priced agency that clients chase instead of the other way around. 👉 If you’re ready to escape the generalist trap and start scaling with deep specialization, this episode is your roadmap. 📩 Have a question or reflection on the episode? We’d love to hear from you. Reach out to: http://coreyquinn.com/contact Resources & Links 🎥 Watch the full YouTube episode here: https://youtu.be/FBgwg77htvY 📊 Take the Agency Growth Scalability Score Quiz: www.agencygrowthscore.com

After over 100 episodes, The Deep Specialization Podcast wraps its journey with a powerful finale, a curated highlight reel featuring some of the most impactful voices in the agency world. In this special episode, host Corey Quinn revisits key moments from six standout interviews to answer the central question that has driven the show since day one: “What is the benefit of taking a vertical approach to owning an agency?” This episode captures the lessons, mindset shifts, and strategies that helped these agency leaders unlock scale, authority, and long-term success in their niches. You'll hear insights from: Jamie Adams (CRO, Scorpion) on specializing, clarifying TAM, and delivering repeatable value Alex Membrillo (CEO, Cardinal Digital) on how niching into healthcare transformed his agency Chris Yano (Founder, Rhino Strategic Solutions) on the power of reputation, focus, and giving back Ron Callis Jr. (CEO, One Firefly) on deep empathy, the truth about business ownership, vertical mastery, and premium positioning Arielle Cohen (Co-Founder, Marketing 411) on scaling fast by solving one market’s exact pain points Austin Houser (Founder, Base Coat Marketing) on building a seven-figure agency in under a year through specialization and mindset resilience You'll also hear a few final words from Corey as he reflects on the show's impact and shares what’s next. Whether you're still straddling multiple verticals or looking to double down on your niche, this episode is designed to inspire and equip you with battle-tested insights for the road ahead. ⏱ Episode Chapters 00:00 – Introduction and Overview 01:28 – Benefits of Verticalizing a Business 03:28 – Scaling Customer Service in a Vertical Market 05:08 – Building Confidence and Expertise in a Vertical 07:57 – Specializing in Healthcare 11:59 – Marketing Strategies for Healthcare Clients 15:24 – Challenges and Advice for Verticalizing 19:14 – Motivation and Giving Back 20:54 – Building a Legacy Through Giving Back 22:00 – Challenges and Realities of Small Business Ownership 24:06 – The Joy of Supporting Small Businesses 25:06 – The Importance of Niche Expertise 25:59 – Creating Value and Charging a Premium 28:58 – Merging and Scaling a Business 33:49 – Leveraging AI in Marketing 37:18 – Hiring and Overcoming Seasonality 38:41 – The Benefits of Vertical Market Specialization 41:16 – Podcast Evolution and Future Plans 📩 Have a question or reflection on the episode? We’d love to hear from you. Reach out to: http://coreyquinn.com/contact This podcast was produced by Reignite Media.

Want to know how ready your agency is to scale? Take the FREE Agency Growth Scalability Score assessment and find out where you stand across Positioning, Marketing, and Sales Systems. 🎯 It only takes 5 minutes, and you’ll get custom growth advice based on your results. https://geni.us/niN8d  Join Corey Quinn and Austin Houser, Founder and CEO of Base Coat Marketing, to explore his inspiring journey from side hustle to specialized agency success. Austin opens up about how a life-threatening health crisis reshaped his mindset and pushed him to build with purpose. He shares how focusing on a single industry transformed his business, the power of personal development, and how AI is helping him (and other agency owners) deliver better client results. For agency founders navigating growth, burnout, or big life changes, Austin’s story is a powerful reminder of what really matters. Episode Highlights: - Specialization as a Growth Lever — Why choosing one industry helped Base Coat dominate. - Health as a Wake-Up Call — How a personal crisis redefined Austin’s priorities and path. - Sales = Survival — Why mastering sales is essential for agency growth. - AI for Better Marketing — How automation is reshaping quality control and delivery. - Building a Business That Serves Your Life — Not the other way around. - Family as Fuel — The deeper “why” that keeps Austin pushing forward.   The resources mentioned in this episode are: - Check out Base Coat Marketing: https://www.basecoatmarketing.com  - Connect with Austin Houser on LinkedIn: https://www.linkedin.com/in/austinhouser  - Follow Austin on Instagram: https://www.instagram.com/austinjhouser - Connect on Facebook: https://www.facebook.com/austin.houser  - Listen to our episode with Josh Nelson of Seven Figure Agency: https://www.coreyquinn.com/blog/podcast-proven-7-figure-agency-roadmap  📘Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market  https://www.AnyoneNotEveryone.com 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com

Join Corey Quinn and Chris Martinez, CEO & Founder of Bloom, to hear how he transformed a turbulent past into a thriving agency career. Chris opens up about the power of financial literacy, why “Facts Not Feelings” drives every major decision, and what it really takes to build an agency that can grow (and sell). From pricing strategy to personal therapy, Chris shares bold insights every agency owner needs to hear. Episode Highlights: - From Trouble to Triumph — How Chris turned personal adversity into entrepreneurial drive. - Facts Not Feelings — Why this philosophy is key to smart, emotion-free decision-making. - Financial Literacy for Founders — The metrics every agency owner must master to grow and sell. - Building a Sellable Agency — What makes a business attractive to buyers (and what doesn’t). - Therapy and Leadership — How self-work translates into stronger leadership and better business. - Team Over Everything — Why assembling the right people boosts value and scalability. - Market-Rate Mindset — Why paying yourself properly reveals your agency’s true worth. - Plan It, Prove It — The importance of documenting strategy before making big moves. - Profit with Purpose — Why Chris plans to donate the majority of his wealth to charity.   The resources mentioned in this episode are: - Check out Bloom: https://bloompartners.io  - Buy “Facts Not Feelings” by Chris Martinez: https://www.amazon.com/Facts-Not-Feelings-Mastering-Marketing/dp/B0DPCRHY87  - Connect with Chris Martinez on LinkedIn: https://www.linkedin.com/in/chrismartinez13  - Follow Chris on Instagram: https://www.instagram.com/chrisfrombloom  - Listen to Operation Agency Freedom Podcast: https://bloompartners.io/our-podcast    📘Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market  https://www.AnyoneNotEveryone.com 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com This episode was produced and brought to you by Reignite Media.

Join Corey Quinn and Stewart Gandolf, CEO of Healthcare Success, to explore how AI is revolutionizing healthcare marketing. From advanced content creation tools to enhanced patient experience and streamlined operations, Stewart shares how agencies can thrive by embracing innovation. Learn the critical role of specialization, the merging of tech and healthcare, and how trust and adaptability will define the next generation of agency success. Episode Highlights: AI Meets Healthcare Marketing — Why AI isn’t just a trend but a transformative force in the industry. Next-Gen Content Creation — How AI tools are speeding up and scaling creative output. Innovation as Culture — Why embracing change is now essential for agency survival. Improving Patient Experience — How AI-driven insights are transforming the way patients engage with providers. The Tech-Enabled Agency — Why future healthcare marketing requires a fusion of strategy and technology. Specialization Still Wins — How staying focused gives agencies a competitive edge in a crowded market. Trust is the New Currency — What it takes to earn and keep client confidence in a fast-evolving space. Smart Hiring, Strong Teams — Why great talent is more important than ever in the AI era.   The resources mentioned in this episode are: Checkout Healthcare Success: https://healthcaresuccess.com Connect with Stewart Gandolf on LinkedIn: https://www.linkedin.com/in/stewartgandolf  Listen to the Healthcare Success podcast: https://healthcaresuccess.com/podcast Google NotebookLM: https://notebooklm.google Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market  https://www.AnyoneNotEveryone.com 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com This episode was produced and brought to you by Reignite Media.

Join Corey Quinn alongside Raj Ramanan, CEO of Herringbone Digital, and Jason Hennessey, Founder of Hennessey Digital, as they unpack the recent acquisition that marks a major shift in the agency world.  They discuss how niche specialization, strategic alignment, and a client-first mindset fueled Hennessey Digital’s growth, plus what comes next under Herringbone Digital’s leadership. From the inside story of the acquisition to the evolving role of private equity in agency scaling, this episode explores the principles, people, and playbooks behind one of the most strategic moves in digital marketing. Episode Highlights: Beyond the Sale — Why the Hennessey Digital acquisition was built on partnership, not just profit. Client-First Growth — How prioritizing relationships over revenue leads to long-term success. Verticalization = Value — Why narrowing your focus creates stronger client outcomes. Private Equity, Public Wins — How smart capital and aligned incentives fuel sustainable growth. Leadership in Transition — What it takes to guide a team through big changes with clarity and trust. Authenticity Over Optics — The traits Jason and Raj look for in agency founders and partners. Profitability as a Strategy — Why getting lean before scaling up is a winning move. Culture is a Multiplier — How internal values drive external performance. The Power of Personal Brand — How Jason built Hennessey Digital’s reputation from the ground up. Acquisition is Just the Start — What this deal signals for the future of specialized agencies.   The resources mentioned in this episode are: Check out Hennessey Digital: https://hennessey.com Check out Herringbone Digital: https://www.herringbonedigital.com Visit Jason’s website: https://www.jasonhennessey.com Connect with Jason on LinkedIn: https://www.linkedin.com/in/jhennessey Connect with Raj on LinkedIn: https://www.linkedin.com/in/rtramanan  Listen to Ep 85 with Jason Hennessey - Building a $20M Agency Through SEO Specialization: https://www.coreyquinn.com/podcasts/the-deep-specialization-podcast/episodes/2148933224 Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market  https://www.AnyoneNotEveryone.com 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com This episode was produced and brought to you by Reignite Media.

Join Corey Quinn and Andrew Peluso—Founder & CEO of Pesty Marketing—as they dive into the game-changing power of deep specialization in the agency world. Andrew shares his journey from knocking doors as a pest control salesman to building a premium digital marketing agency exclusively for pest control companies doing $1M+ in revenue. Discover the turning points that led him to niche down, the lessons learned from failed partnerships, and how relentless client focus created a defensible “moat” in a crowded market. If you’re an agency owner ready to escape mediocrity, charge premium fees, and build unstoppable growth, this episode is packed with hard-won insights! Episode Highlights: The Power of Niching Down — Why trying to do it all nearly sank Andrew’s early agencies, and how hyper-focusing on pest control unlocked 30%+ annual growth for his clients. Specialization = Competitive Advantage — How deeply understanding your clients’ industry creates trust, loyalty, and less selling. How to Win Premium Clients — The moment Andrew shifted away from serving “everyone”—and saw sales conversations transform overnight. Delegating for Scale — The crucial role of offloading fulfillment, trusting your gut with hiring, and focusing on what drives business growth. Sales as Education — Why Andrew’s consultative, research-heavy sales process is winning 5-figure deals (and how you can copy it). Referral Engines That Work — How a simple, generous referral program exploded new client growth. The Future of Agencies and AI — Navigating industry shifts, staying ahead with holistic search, and why change signals opportunity for top-performers. Preparing for What’s Next — Andrew’s vision for operational excellence, future leadership, and why swinging big is the only way forward.   The resources mentioned in this episode are: Check out Pesty Marketing: https://pestymarketing.com  Connect with Andrew Peluso on LinkedIn: https://www.linkedin.com/in/andrewpeluso     Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market  https://www.AnyoneNotEveryone.com  👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com This episode was produced and brought to you by Reignite Media.

Want to know how ready your agency is to grow sustainably? Take the FREE Agency Growth Scalability Score assessment and find out where you stand—across Positioning, Marketing, and Sales Systems. 🎯 It only takes 5 minutes, and you’ll get custom growth advice based on your results. https://geni.us/niN8d   Join Corey Quinn and Brian K. McRae—speaker, business coach, and Chief Encouragement Officer at Giftology—as they explore why relationships are the ultimate growth strategy in today’s noisy, fast-paced market.  Brian shares his framework for building a referral-based business, why emotional loyalty beats transactional marketing, and how agency owners can use the power of conversations to fuel sustainable growth.  If you’re tired of chasing trends and want to get back to what truly matters—meaningful relationships—this episode is for you.   Episode Highlights: The ROI of Relationships — Why building authentic connections is more powerful than any marketing funnel. Emotional Loyalty — How to move beyond contracts and create customers who champion your agency. The Power of Conversations — Why great questions are the currency of lasting business. Adding Value to Referral Partners — How to become indispensable in your network. The Four C’s of Service — Competence, Communication, Consistency, and Collaboration. Joyful Accountability — How holding yourself and others accountable creates progress. A Well-Managed Database — Why your contact list is your most valuable business asset. Building Community — How the Rich Relationship Society fosters growth and referrals. Technology and Authenticity — How to use tools to deepen human connections, not replace them. Authentic Generosity — Why giving first is the best way to build lasting business relationships.   The resources mentioned in this episode are: Check out the Rich Relationship Society: https://giftologygroup.com/rich-relationships/ Ready to improve your business relationships? Sign up for the course Brian mentioned here: www.rptbrian.com. Use code “BRIAN” for an amazing discount opportunity! Connect with Brian McRae on LinkedIn: https://www.linkedin.com/in/briankmcrae/  Visit Brian’s website: www.briankmcrae.com  Email Brian directly: brian@briankmcrae.com  Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market  https://www.AnyoneNotEveryone.com    👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com