Booklet

author

Chris Do

Marketing

Shear madness... A case for hyper specialization

marketing

Marketing

|

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?

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