Shear madness... A case for hyper specialization
From a pricing standpoint, it's dramatically more effective to be positioned as 'the one and only' instead of 'just one of many'.
If you're a salon owner how would you answer, 'What do you do?'
- I cut hair
- I'm a barber
- I'm a hair stylist
Instead of trying to appleal to everyone (e.g., 'Unisex haircuts for children and adults!'), pick avery specific target audience who would see you as the go-to person for a particular thing.
The steampunk barber
Historically accurate mens grooming for film actors.
Tagline: When wigs and glue just won't cut it.
The hurricane hairstylist
Haircuts and styling for TV reporters who need to be on camera in inclement weather conditions.
Tagline: Look increadibly good when the weather is increadibly bad.
The makeover maven
Transformational makeover for women who have recently gone through a major life change.
Tagline: When you know it's time for a big change, but don't know what to do.
But, are these markets big enough?
- 135,600 actors in the U.S, Roughly 55% were male
- 49,700 Reporters, Correspondents, and Broadcast News Analysts.
- 876,000 divorces a year
An alternative to answering, what do you do?
- I do historically accurate mens grooming for film actors.
- I do hari for TV reporters who need to be on-camera in inclement weather conditions.
- I do transformational makeovers for women who have recently gone through a major life change.
Want to lear more about Jonathan's value pricing bootcamp?