Pick 1-2 tightly defined client types (e.g. dentists near retirement, divorced professional women 50-65), build all marketing around that niche, then expand once dominant.
Why niche
- Message-market fit is sharper - CPL drops 30-60% vs generalist - Referrals accelerate (network effect) - LTV rises (case uniformity + expertise premium)
How to pick
- Where is your existing book strongest? - Where is your credential an edge? - Where are competitors weak or absent?
Commit
Usually 12-18 months before the niche starts compounding organically.