Are The Riches REALLY in the Niches...

Believe it or not, right, this podcast started out you and me getting together and just talking about business, right? Do you remember this? Yeah. Yeah. So true. And this is no reflection on your website whatsoever, but it might be useful for the people at home. Who are you targeting? Who is your market that you're targeting with your I know with your agency? The website is quite um artsy. We are trying to sell scalable websites. Mhm. So when we say scalable, this is like it's very easy to uh use an AI to to build your landing page, but once you want to actually have a business and you know scale and all the content and SEO and so on, you need to have people who know what they are uh you know talk talking about. So who we are selling to is mostly businesses and startups. That's been always our clients. Um, and in addition to them, it's kind of like a bit different, but we also work with a lot of agencies. And if you were to open up LinkedIn or you were to run a Google Ads campaign, what are some hashtags or what what are some targets? What are some key indicators that that fire? Yeah, ideally um startups [snorts] that have already went through some um that they have already raised money. Uh maybe series A, maybe series B. Series A. Well, I suppose you got seed funding, but technically series B would be I don't know how it works, by the way. I don't I don't know whether it depends. I think seed is friends and family. I think Ced is friends and family and then series A is actual investor funding. Yeah. So like actual it doesn't matter what they call it, you know. Um what matters is that they should have some money to invest in their website. So we are not trying to target uh people with ideas but without money. I don't want to say this in a negative way but yeah like we all come across people like this. But then we have businesses that would be actually amazing like businesses who are already profitable. They have I would say 20 plus or 50 plus employees. Um and they want a good marketing website either for their products or for their service. Yeah. a good marketing website, something scalable, something that they can rely on, something that they can use for Google ads, something that they can use um for SEO, so they build their own pages. Uh their either internal marketing team does it or we do it for them, but nonetheless, it's, you know, based on the premise that you can expand on the website in a reliable way. Mhm. [clears throat] Taking it from something they might have thrown together in the early stages of their business and take it into something that people start to expect more and the website needs to start working for them as opposed to just being a shop window. Would you entertain the idea of being very specific to say like I don't know uh who was your last client that you can talk about? Yeah, I've shown this project many times. Uh they sell sand and Oh yes. Okay. Okay. Perfect. You wouldn't dream of going any more niche and saying for construction materials as an example. you wouldn't not necessarily but but this is where it comes like yeah we are planning a huge SEO campaign because like I I'm I'm thinking about like making content for all of these verticals. Mhm. Uh when it when I say making content I mean like uh SEO pages. So we will target this specific industry like like not as specific as um construction but even more specific than construction and uh all this like subsets of it and then use maybe this project as like a [snorts] case study as well and just try to hit those keywords. So, I do want to go very niche, but all the niches kind of not all of them, the the ones that we think would fit us. And there's something to be said and I'll wait for someone I'll wait I'll wait for someone to actually do it really really cool and really well is to have basically an infinitely dynamic website which just tailors the content based on which industry vertical lands on them through which means like an organic dynamically changing website that would be mental. But like how do you define what what industry is landing on your website? Through ads it would be through an advert. Ah, so if someone just lands on it, they get the base advert. But if they come through a specific ad that targets construction, they get a construction. There there was a really famous website. I unfortunately don't remember their uh fluky and I don't know there they had a funky name. It was a uh it was an app similar to notion in a way a notion air table like all of these apps. It it was an all-in-one app and they had a button on their website. You would press it and it would reload the homepage and every time show you a different version of the homepage. And they had I guess I think they had four versions or maybe six. And uh in each version they were trying to talk to a specific person. So for example, imagine like notion is an app for so many people, right? Notion is extremely versatile. They were way more versatile like you could do some sort of I guess like vibe coding or like mini app creation inside of their app. Anyway, so they had this uh idea to talk to different clients and different copywriting, different uh images. So the website in structure was always the same but the copy was extremely different and they had uh like a joker car. They had one that they were trashing themsel. Uh they was like saying uh never tested on a on a mobile phone ever and they were like writing like a short paragraph about how they have always tested it on desktop and they have never gotten a chance to test it on mobile at all. And then they had they were talking about how how it's trying to be every app but all the other apps are better than them. It was really good engaging copy. And I'm saying this and I'm getting really sad about that. I there there's so much copy on the on the web that I don't want to read anymore. I know it sounds very geeky, but I have enjoyed reading copy on the web. We all struggle with this. I think everyone struggles with the niching. We know it's, you know, the riches are in the niches they call it in America. But like, yeah, it's it's a difficult one because I I I've started to see a big um it's been a big help by uh niching. So, I I'm niching in building uh software and automations for block management, right? You don't need to know what that is. But what it's done is I've been lining up meeting after meeting with people over the last few weeks in block management some you know on the on the on the outskirts and whatever but it means that I can say at the end of that meeting who who should I speak to who do you recommend speaking to and I can only I can only tell you from a vibe standpoint is it feels like I'm digging I'm getting deeper I'm getting deeper in in the the trenches of of block management and knowing who's who and I'm able to like say, "Oh, do you know this person? Do you know that person?" Talk about the intricacies of their business, which um is really it's really rewarding for me to feel like I'm getting somewhere. I'm seeing sort of progress. Whereas I know you speak to a lot of people and and I wonder if like if you were to ask for like ref references or whatever that they will refer you on to let's take construction as an example. They'll refer you on to another construction agency, but then you it sort of feels like you're sidest stepping and then you might go a little bit deeper, but then you're sidest stepping at the cost of, you know, you'll get your destination, but you'll do it because you'll be sent slightly different places and um to there is also a fun into taking new ones, right? There is. But what I think and to, you know, to explain a little bit about the the movements we've made recently on the editing of this show is we've opted to edit where we think the hard hitters are. This is a command. This is called command AI. We're supposed to talk about AI, but Web Flow seems to be the thing that's really getting us lots of views, lots of interest. I'm gonna play that card, you know, because it means we get closer to the people who will tune in to us and then start to enjoy us, whatever we talk about hopefully, and we can all create a community around everything web related really. Um, so it's almost like the suggestion is like potentially focusing on one thing to help you get to a point where you can afford to be more broad and creative because you've established yourself because at the end of the day, you need cash. Do you know what I mean? So, I don't know. I I it would be my um suggestion or thought experiment to think about how you might if you were to focus on a niche, what that might look like and give giving yourself a bit of time because again I know you like to speak to people just digging into that niche and seeing how that feels, how far you get. And um the last thing I'll say is nothing to do with any sort of advice or suggestions. Obviously I I record all of my meetings and I get Claude to like slate me after each of the meetings. And one of those things, one of them was um someone asked me like, "Oh, do you build other apps?" And I was like to be honest, yeah, we build other apps or whatever. And Claude called me up on that. It's like someone asked you and you fell at the first hurdle and all this. If someone asked you just say your um you focus your your entire focus is on block management and that's what you're you love doing and just play the game. you know, it's trying to get me to really I'm I think I'm too uh buddy buddy with people like it it it slated me today for suggestion for just for suggesting the client go and find a free solution before building the software. Now, I don't know whether I feel 100% okay about that because the end of the day, if I'm helpful, I feel like that has a longevity to it than just being like, "Yeah, we'll build your tool even though you don't need it." But it's an interesting experiment just to really see get a third perspective on the call on where I up. So there there was that. That's a good call. I'm going to uh give Claude more of my meetings and also get that perspective in as well. If I'm ever I'm talking about anything personal with Claude, I open an incognito browser. Not for any privacy reasons. I don't you know mind talking to about that. It's purely that I want its memory to be solely focused on my business. And I've had long journaling conversations with Claude about my goals, what I want to achieve, um, and whatever just to kind of set the context. It even knows my financial goals and it brings that context into these conversations. So, it knows the the package that I'm trying to offer these people. It knows that I'm trying to target block management. It knows that I'm trying to build apps and whatever. So, it can tell me when I undermine myself or I or I go, you know, I don't Yeah. What happens quite a lot and I don't know why I do this, but they'll say something and I won't dig into it. They'll they'll present an opportunity and I just move past it for some reason. And it's said that to me a couple of times. So, I need to work on that. Truthfully, I need to work on that. But, um I'm too I'm too quick to build rapport and build a relationship. But you've got to earn money. You've got to play the game. And you've got to like you've just got to do what you need to do. And I'm not telling anyone to be dishonest, but just if it means that you have to just play a little bit of the game to eventually get to where you want to be, you know, then that's all part of it. It's not in my nature to do so. Don't get me wrong. I've just I've just been very transparent about the fact that I'm too honest on my calls. But I do that's what I'm getting from Claude being my my third like devil on my shoulder. That was a lot of information. Point is I I would I would challenge you to be maybe a little bit more specific on who you're targeting. Even if it means just biting your tongue for a year or two to get to a good spot of consistent work in one industry to then start branching out. for the audience. One takeaway, get good at something and then you will see that you will be interested in it because at the start you are trash at anything you try and it's so easy to not like it because you are bad at it. Uh but once you get good at it, this is where you start to as you said like you become nerdy about it. You become interested in it because you are good at it. You see people talking about so many random boring stuff like boring to us but maybe they are good at it and they they are into it. This is part of a larger conversation on my show Command AI which we stream live every single week. We discuss the news and all things related to AI in the world of design and web. Catch us next week and join in the banter. Command AI.