Narrow down

Some markets are noisier than a Rammstein concert.

So narrowing your focus can amplify your voice. Instead of trying to appeal to everyone, aim to become the go-to choice for a specific niche.

Why? This gives the impression that you’re a master of the craft—that you have deep, insider knowledge that broad appeal brands often lack.

Glossier didn’t start as a general beauty brand. It began by solving skin-first beauty for millennial women, creating cult products like Balm Dotcom that fit a very specific vibe:

That focus made them feel like insiders instead of another money-hungry brand.

The takeaway: Once you dominate your niche, expansion becomes easier because people already trust you.

Run collab campaigns with thought leaders or micro influencers

You don’t have to be a specialist. You just have to borrow a specialists’ credibility.

When you partner with niche creators or subject matter experts, you can transfer their perceived expertise to your brand.

Who did it well? The productivity app Notion had a wide range of brand ambassadors who created content for specific demographics.

Marie Poulin, for example, leaned into a female-centric audience and how they could use the app. Folks that followed her productivity videos were naturally drawn to Notion, too.

That’s what you can do as well.

If your product caters a specific audience, hit them where they already are.

It’s the same reason why gym equipment brands hire workout content creators, or why an SEO expert will promote the latest AI SEO tool, for instance.

Find ways to segment your products or services

Sometimes your company does many things.

If you’re running a Meta ads agency, you’re already positioning yourself as a specialist. If you’re an e-commerce Meta ads agency, you’re narrowing it even further.

But if you’re a home decor ads agency, that’s as narrow as a laser beam.

Of course, this agency doesn’t only do advertising for home decorators. If you look at their services, you’ll see a dedicated page for many different industries—from sports to travel.

But on each page, the brand positions itself as the expert for a particular audience. When running dedicated campaigns to that audience, they send users to that page as well.

Also, think about how Nike markets their shoes. It doesn’t sell “running shoes,” but trail running shoes, marathon shoes, track shoes—each with dedicated product pages and ambassadors.

This segmentation signals specialization without actually narrowing your full catalog. The customer still gets the psychological reassurance that your product was made for them.