The Deep Specialization™️ Podcast

In this episode, Corey chats with Stephen Reinstein, Founder & CEO of Market Muscles, about how he scaled his niche web design agency to serve 700+ martial arts and dance studios. Stephen reveals how he built a customer-centric product tailored to his industry and the strategies behind his success—from leveraging trade shows and joint ventures to hiring for empathy and creating a standout sales experience. If you want to grow a deeply specialized agency and build a product clients love, this episode delivers. Episode Highlights: - How dropping out of high school led Stephen to build a thriving specialized agency - The unconventional strategy that helped Market Muscles land its first clients - Why joint ventures with industry leaders are a game-changing strategy for scaling an agency - The secret to creating a SaaS product that anticipates customer needs before they even ask - How hiring for empathy transformed Market Muscles’ customer support and client retention - The $18,000 lifetime value insight—and why satisfying customers goes beyond just good service - Why your customers will only love your business as much as your employees do—and how to build a company culture that reflects that Key Insights: - Niche Down to Scale Up: The fastest way to grow is by owning a specific market where your expertise and passion give you a competitive edge. - Partnerships Accelerate Growth: Strategic collaborations, from joint ventures to trade shows, can open doors to new clients and opportunities you can’t reach alone. - Solve Problems Before Clients Notice Them: The best digital products anticipate customer needs, making the experience seamless, valuable, and effortless. - Your Team Defines Your Success: A company’s culture shapes its client experience—invest in hiring and supporting the right people, and growth will follow.   The resources mentioned in this episode are: - Become the go-to authority in your perfect vertical market! Join Corey’s 3-Month Intensive Program: http://coreyquinn.com/dsa - Check out Market Muscles: https://marketmuscles.com - Connect with Stephen on LinkedIn: https://www.linkedin.com/in/stephen-reinstein-1790455a - Follow Stephen on Instagram: https://www.instagram.com/sreinstein - Follow Market Muscles on Instagram: https://www.instagram.com/marketmuscles - Connect on Facebook: https://www.facebook.com/sreinstein - “Peak: How Great Companies Get Their Mojo from Maslow” by Chip Conley: https://www.amazon.com/Peak-Great-Companies-Their-Maslow/dp/0787988618 👍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 is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

Over the years, The Deep SpecializationTM Podcast has featured incredible guests and groundbreaking strategies that have helped thousands of agency owners niche down, specialize, and scale their businesses. Today, we’re showcasing the best of the best—the 3 most popular episodes of all time! These episodes deeply resonated with our audience, delivering timeless insights and actionable advice for agency owners looking to stand out in their industry. This episode is perfect for agency owners, entrepreneurs, and anyone ready to niche down and scale up. Here’s a sneak peak into the Top 3: #1 - Million-Dollar Niches with Ryan Golgosky How did Ryan Golgosky turn a generalist marketing agency into a million-dollar success story? In this episode, Ryan shares his journey from humble beginnings to building 180 Sites—a subscription-based, productized web design company for home services businesses. $115,000 in monthly recurring revenue The power of vertical specialization and resilience Lessons from Ryan’s remarkable rise in the face of life-altering challenges Listen to the full episode: https://www.coreyquinn.com/podcasts/the-deep-specialization-podcast/episodes/2147979399 #2 - Scorpion’s $200M Sales Strategy with Jamie Adams Jamie Adams, Chief Growth Officer at Scorpion, reveals how we scaled from $20M to $200M in just seven years. Discover: The game-changing impact of multi-vertical go-to-market strategies Tips for building an outbound sales culture How breaking into the franchise vertical reshaped Scorpion’s success Listen to the full episode: https://www.coreyquinn.com/podcasts/the-deep-specialization-podcast/episodes/2147858953 #3 - Laser-Focused Positioning with Jonathan Stark Jonathan Stark, a champion of value-based pricing, unveils his secrets to standing out in ANY industry: How to craft a razor-sharp positioning statement The key to solving expensive problems How AI is shaping digital agencies and the future of productized services Listen to the full episode: https://www.coreyquinn.com/podcasts/the-deep-specialization-podcast/episodes/2147946742    👍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 is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

In this episode, Corey speaks with Todd Taskey, an investment banker with over 20 years of experience specializing in agency M&A transactions. Todd shares invaluable insights about how modern agency transactions work and why vertical specialization can lead to better valuations and opportunities. Episode Highlights: Why traditional "exit and earn-out" deals are being replaced How vertical specialists often command more attention from buyers than generalist agencies The critical metrics buyers evaluate: retention rates and recurring revenue Why having a sales function is crucial for agency growth and valuation Common financial mistakes that can derail transactions The importance of proper financial reporting and accrual accounting How to prepare your agency for a future transaction Key Insights: Most successful agency transactions today involve getting both cash at close and equity upside in the acquiring company Buyers are increasingly focused on creating an "arc of services" rather than just rolling up similar agencies Agencies with $1M+ EBITDA and strong vertical focus often have more strategic options The "fill in the blank" problem each agency needs to solve beyond just money Why running a "good enough" business may be holding you back Looking to sell your agency and maximize its value but not sure where to start? This episode is a must-listen. The resources mentioned in this episode are: - Connect with Todd on LinkedIn: https://www.linkedin.com/in/toddtaskey  - Check out Potomac Business Capital: https://potomacbusinesscapital.com - Listen to SecondBitePodcast: https://potomacbusinesscapital.com/podcast - Email Todd at Todd@PotomacBusinessCapital.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 is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

Struggling to scale your vertically positioned digital marketing agency? Finding it hard to stand out in a crowded market and attract premium clients? There’s a better way to grow your business - and it starts with building a strong foundation of leadership, culture, and strategy. Join Corey Quinn as he sits down with Jason Hennessey, renowned SEO expert and Founder/CEO of Hennessey Digital, to uncover the secrets to building a thriving agency that stands the test of time. With years of experience in scaling and selling agencies and a proven track record in the legal vertical, Jason offers actionable advice tailored to agency owners looking to level up. You’ll discover: How to create a clear vision and roadmap for your agency's growth The art of differentiation: standing out in a competitive market Leadership techniques for building and motivating a high-performing virtual team Strategies for client acquisition and sales, specifically in niche markets like legal Lessons from Jason’s journey, including how to embrace your "zone of genius" and learn from mistakes Advice for hiring excellent salespeople for your agency (and why Jason failed at this in the beginning)  If you’re ready to transform your vertically-focused agency into a legacy business and take your team to the next level, this episode is a must-listen.   “When we sell, we don’t really hard sell. We educate… and we’re so willing to say no if we’re not a right fit.” - Jason Hennessey   Here are some actionable key takeaways for agency founders: - Understanding your zone of genius helps in effective delegation. By focusing on what you do best and delegating the rest to capable team members, you can unlock significant growth and efficiency for your agency. - Strong leadership is crucial for scaling your agency and ensuring operational excellence. Hiring the right leaders enables you to focus on strategy and big-picture goals. - Maintaining a strong culture in a virtual environment is essential. A thriving culture transcends physical offices. Creating a cohesive and engaging virtual workplace fosters collaboration and loyalty, even in distributed teams. - Sales strategies should focus on education rather than hard selling. Educating your clients and building trust positions your agency as a knowledgeable and client-first partner, leading to long-term relationships and better outcomes. - A vivid vision provides clarity and direction for your company. Clearly articulating your agency’s long-term vision inspires your team, aligns efforts, and attracts clients who resonate with your mission and values.   The resources mentioned in this episode are: - Check out Hennessey Digital & Book a FREE 1-hour consultation: https://hennessey.com - Connect with Hennessey Digital on LinkedIn: https://www.linkedin.com/company/hennesseydigital - Check out Jason’s website: https://www.jasonhennessey.com - Connect with Jason on LinkedIn: https://www.linkedin.com/in/jhennessey - Listen to The Jason Hennessey Podcast: https://www.jasonhennessey.com/podcast - Buy his books, “Law Firm SEO” & “Honest SEO”: https://www.jasonhennessey.com/books 👍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 is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

Feeling invisible in your agency’s market? Settling for revenue that’s merely “good enough”? Sadly, too many agencies are operating at the lowest level of revenue certainty, but not for long… In this episode, Corey reveals the Deep Specialization™ Maturity Model - a diagnostic tool and roadmap helping agency owners like you understand where they are, where they could be, and what it takes to become the go-to expert in your niche. Just like Apple didn’t stop with the iPod, “good enough” is never enough in today’s competitive environment. Your agency's future depends on pushing beyond your comfort zone. Don’t spend another day unseen and ignored by potential buyers! Learn the Deep Specialization™ Maturity Model today and start leveling up your revenue, reputation, and results. Here’s what we cover in this episode: The 4 zones of vertical maturity - Which zone are you in? How to avoid getting stuck on the “good enough line” What happens when you understand the power of developing deep specialized knowledge in a vertical market  How to become the trusted source of reliable results and guidance in your market Traits of an agency that has mastered their vertical market The #1 problem keeping agency founders stuck in the sales role   Here are some actionable key takeaways for agency founders: Level 1: Generalist Agency | Level 2: Vertical Vendor | Level 3: Vertical Specialist | Level 4: Vertical Maven What is one step you could take this week to move your agency to the next level? Remember,  your agency's future depends on pushing beyond the comfortable and familiar.   👍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 is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

Are your agency's sales presentations putting prospects to sleep? Tired of competing on features, case studies, and pricing? There's a better way to win clients and command premium rates - and it starts with mastering the art of strategic storytelling. Join us as Corey welcomes Philipp Humm, Founder of Power of Storytelling and 2x bestselling author, who has helped agencies like yours transform their pitch process through narrative techniques that resonate deeply with decision-makers.  As both a business consultant and storytelling coach, Philipp brings practical insights specifically tailored for creative and marketing firms. You'll discover: - How to craft "vertical expertise stories" that showcase your deep industry knowledge - Techniques for turning generic case studies into compelling transformation narratives - Ways to differentiate your agency through strategic storytelling in sales calls - A framework for training your entire team to tell consistent, powerful stories Plus, Philipp shares real examples of how specialized agencies have used storytelling to win major accounts, raise their rates, and eliminate the constant pressure to compete on price. Whether you're leading a full-service digital agency or a specialized boutique firm, this episode delivers actionable strategies to make storytelling your competitive advantage in new business development. Don't miss this masterclass in using narrative techniques to elevate your agency's positioning and close bigger deals with ideal clients. “[Storytelling] is actually much more about making the other person feel comfortable to share a story in return.” - Philipp Humm   Here are some actionable key takeaways for agency founders: - Craft "vertical expertise stories" that demonstrate your deep understanding of your target industry's unique challenges and opportunities. - Use micro-stories in discovery calls to show you've "been there before" with similar clients in your vertical. - Share connection stories about your agency's journey to specialization to build trust with prospects who are considering working with a specialist. - Highlight client transformation stories that showcase the unique value of working with a specialized agency vs. a generalist. - Address common objections to specialization through stories of how other agencies successfully made the transition from generalist to specialist.   The resources mentioned in this episode are: - Check out Power of Storytelling: https://power-of-storytelling.com - Buy Philipp’s book, “The Storyselling Method”: https://power-of-storytelling.com/the-storyselling-method - Buy his book, “Public Speaking with Confidence”: https://power-of-storytelling.com/public-speaking-with-confidence - Subscribe to his YouTube channel: https://www.youtube.com/@Philipp-Humm - Connect with Philipp on LinkedIn: https://www.linkedin.com/in/philipphumm 👍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 is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.   This episode was produced and brought to you by Reignite Media.

How do you turn decades of passion into a thriving business that dominates a niche? In this episode, Corey sits down with Cris Rodriguez, Founder and Visionary of Grow Pro Agency, to unpack her transformation from martial artist school owner to digital marketing powerhouse. Serving over 450 martial arts schools across the U.S., Cris reveals how her agency carved out a competitive edge through witty strategy, results-driven marketing, and an all-American team. Cris doesn’t hold back as she shares the secrets behind her success—why Facebook ads and word-of-mouth remain unbeatable, how content creation drives engagement, and the role of company culture in retaining top talent. She also opens up about the risks and rewards of going all-in on a single vertical and why hiring the right team is non-negotiable. If you’re looking for real-world insights into building a specialized, scalable agency while staying grounded in your vision, this conversation delivers.   Here’s what we cover in this episode: Benefits of hiring a dedicated sales team for your agency (+ hiring tips) Why developing joint venture partnerships is essential for scaling an agency Leveraging the power of word-of-mouth marketing How to create engaging content that converts The risks and rewards of focusing on one vertical Why Cris uses Facebook ads as her primary marketing strategy Secrets to improving your client and employee retention Why you need an abundance mindset when serving a competitive market   Here are some actionable key takeaways for agency founders: Hiring a dedicated sales team is essential for systematic growth and allows the agency owner to focus on leadership and strategy. Developing joint venture partnerships can expand reach and bring in higher-quality leads, which is critical for scaling. Client retention is driven by results and strong relationships. Hiring a team aligned with core values ensures better collaboration, productivity, and morale. A strong company culture leads to higher employee satisfaction and reduces turnover. Creating high-quality content helps build brand authority and attract new clients in a competitive market.    The resources mentioned in this episode are: - Connect with Cris on Instagram: https://www.instagram.com/crisleerodriguez/  - Check out Grow Pro Agency: https://growproagency.com - Connect with Grow Pro Agency on LinkedIn: https://www.linkedin.com/company/grow-pro-agency 👍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 is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.   This episode was produced and brought to you by Reignite Media.

How can narrowing your focus open the door to big opportunities? In this episode, Corey unpacks the transformative power of specialization and why choosing the right vertical market is key to agency success. He shares a simple 3-step framework to identify the perfect niche: tapping into your expertise, following your genuine interests, and analyzing the market for growth potential. Along the way, Corey sheds light on common mistakes to avoid when niching down, like targeting a market that’s too small or one that doesn’t align with your agency’s core passions. Whether you’re refining your strategy or starting fresh, this episode offers practical advice to help you carve out your niche, stand out from the crowd, and build an agency that thrives. Here’s what we cover in this episode: Tips for choosing a vertical market for your agency How to identify characteristics of a good vertical market How specialized agencies grow faster than generalists Common pitfalls to avoid when specializing Why market research is crucial for selecting a vertical How to leverage community and networking opportunities for agency growth Why it's never too late to specialize   Here are some actionable key takeaways for agency founders: Choosing a vertical market can lead to long-term success. Specialized agencies grow faster than generalists. Market research is essential before committing to a vertical. Be sure to gather insights from your existing client base. Avoid markets that are too small or declining in demand. Consider the revenue potential of the vertical market. Use community and networking opportunities to explore new opportunities for growth and specialization. Look for verticals with professional requirements. Empathy towards clients is the key to differentiating yourself from your competitors. It's never too late to specialize!   The resources mentioned in this episode are: Research your desired vertical's business data, potential growth, and total addressable market value with IBISWorld: https://www.ibisworld.com  Directory of Associations: https://directoryofassociations.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   More content from Corey: Corey’s Website: https://www.coreyquinn.com Corey’s Daily Tips: https://www.coreyquinn.com/blog  Podcast Website: https://www.coreyquinn.com/podcasts/the-deep-specialization-podcast Podcast YouTube Channel: https://youtube.com/@coreyquinninc?sub_confirmation=1    This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month. This episode was produced and brought to you by Reignite Media. #agencygrowth #agencylife #marketingpodcast #deepspecialization #verticalization #verticalmarket

What does it take to turn a side hustle into a thriving agency serving some of the biggest names in publishing? In this episode, Corey chats with Alex Strathdee, founder of Advanced Amazon Ads, who started with a simple goal: sell more books. Fast forward, and Alex now manages millions in ad spend, helping nonfiction authors like Mike Michalowicz and Dan Sullivan grow their influence. But Alex isn’t stopping there. He’s pulling back the curtain on a game-changing rebrand to Shelf Life, expanding his services to offer authors a complete marketing arsenal. From mastering Amazon ads to diving into influencer programs and TikTok strategies, Alex shares the secrets of scaling a specialized business while staying laser-focused on his niche. If you’re looking for a blueprint to grow your agency and adapt to a changing market, this episode delivers the goods. Here’s what we cover in this episode: Understanding the limitations of your advertising channels. Differentiating your niche agency. How Alex’s agency doubles its revenue every year since its inception. Strategies for overcoming imposter syndrome. How to gain more personal free time while scaling your business. “Seeding the Market”: An effective strategy for book marketing. Myths and misconceptions of book launches that will save authors time and money. The secret to agency growth: Having a consistent lead generation source. Why being a “best seller” doesn’t guarantee higher sales. Underrated benefits of outsourcing. Here are some actionable key takeaways for agency founders: Specialization in both the audience served and the services offered is essential. As an agency, you need a consistent lead generation source to scale up. Beyond that, diversifying client sources is crucial for agency growth and stability. Building relationships through podcasting has been a significant client acquisition strategy. One way to overcome imposter syndrome is by networking with influential figures. Advertise where your audience lives. TikTok is becoming a significant platform for book sales because of the amount of readers reviewing books and sharing book recommendations. Outsourcing tasks can lead to better efficiency and productivity. The resources mentioned in this episode are: Connect with Alex on LinkedIn: https://www.linkedin.com/in/alexander-strathdee Check out Advanced Amazon Ads: https://www.advancedamazonads.com Buy Alex’s books on Amazon: https://www.amazon.com/stores/author/B07L7FMPYB Listen to Before the Bestseller: https://podcasts.apple.com/us/podcast/before-the-bestseller/id1352053720 👍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 is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

"You have to think about the exit from day one.” – Ronik Patel,  Founder of UnlimitedWP. If you’ve ever dreamt of selling your agency, look no further than this episode. Excitingly, we have another two-time guest on, as Corey welcomes back Ronik Patel to discuss his recent success in getting his company, UnlimitedWP acquired by E2M. And, if the latter sounds familiar, it’s because its founder, Manish Dudharejia, is also a recent guest and friend of the podcast! Ronik joins the show to share his exit experience, how that came to be, and all the lessons along the way. It truly is fascinating to witness the journey of a competitor becoming the acquirer, and what decisions led to the exit - or partial merger, to be exact. While this episode is a gold mine of M&A advice, If we had to summarize a single takeaway, it would be that exits are made from day one. You have to plan for it from the get-go to ensure that your agency can run (and be acquired) without the day-to-day involvement of the founder. Beyond the acquisition, we also discuss his future plans and what Ronik is building next for agencies. Tune in for the full story. Here’s what we cover in this episode: - How to prime your agency for an acquisition. - Best practices for a successful exit. - Acquisition experience and learnings. - What’s next for Ronik and what he’s building in the agency space. Here are some actionable key takeaways for agency founders: - If you’re looking for an exit, seek out buyers immediately. - Trust and transparency are paramount in the acquisition process. - Make a list of potential buyers early on and build relationships before you need them. - Aligning on values is the cornerstone of a successful acquisition. The resources mentioned in this episode are: - Connect with Ronik on LinkedIn Here- Check out UnlimitedWP Here 👍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