Stop Marketing to Everyone
Sep 12, 2025 Watch on YouTube
You can't resonate with everyone. Pick a painfully specific audience, learn their world, and watch marketing become a one to one conversation that attracts ideal clients and creates outsized impact.
- niche
- niching down
- niche down
- niche down strategy
- niche marketing
- niche positioning
- competitor-free niche
- define defensible niche
- micro-niche strategy
- choose a niche
- ideal client profile
- ideal client targeting
- ideal customer profile
- icp
- target audience
- target market strategy
- client targeting
- target market
- market differentiation
- market segmentation
- market positioning
- market repositioning
- marketing
- marketing 101
You can’t be iconic to everyone. Real impact comes from choosing one group and letting the rest fall away.
Get uncomfortably specific about who you serve. Decide on the narrow audience your business fits best and learn their world deeply.
Then your marketing stops feeling like marketing and turns into a one on one conversation. People feel understood because you specialized and speak to their exact problems.
I'm James Archer.This is why firms hire me.
3 decades in marketing 20+ years in the C-suite Hundreds of firms advised
I know how to do this in the real world:
- I’ve spent 20+ years in C-level positions
- I ran a successful marketing agency for 12 years
- I’ve helped 100s of businesses from startups to Fortune 500s
- My work’s been featured in The New York Times, Inc. Magazine, Fast Company, and Entrepreneur.
- I’ve delivered over 100 speaking engagements and written countless articles on these strategies.