Focused 100 Percent on a Target Industry
“Every time I would go to an industry conference, I would ask HousingWire if it would be interested in having me do a guest blog post from the conference. It became so fluid that I could send a two-line email to the executive editor with, “Hey, Jacob, I’m headed to the MBA Mortgage Technology Conference next week. Interested in a guest blog post or two?” His email back was “done and done.” That was it. Then I could go to the conference, do a couple of blog posts, send those to the editor, and that post would be included in HousingWire for tens of thousands of viewers every day.
All this was possible because, as a company, we focused 100 percent on a target industry and a target segment. By developing that expertise, we were able to leverage that for greater business.
We started to ramp up our selling to Wall Street traders and mortgage companies. Once we started going to those companies in 2010–2011, we could then point back to these articles, blogs, and guest spots on Bloomberg, and our target customers knew that we had an authoritative perspective in the market.”
[Excerpt from my book — “Stop Hustling, Start Scaling.”]
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