If there ever was an industry that got knocked on its butt and buried in the dirt, it’s the home video rental business.
When VHS cassettes became a thing in the early ’80s, video stores popped up EVERYWHERE. From tiny, one block long bergs, to major metros, every community had one (or 150 depending on the size of the community in question).
But then the internet happened. Streamingly blossomed. Movies could be acquired at the click of a remote or mouse or on your smartphone. And the video store biz died. Taking down huge corporations, like Blockbuster and Hollywood Video along with it.
Well, mostly anyway.
There are still a few independent video stores operating. Niche driven outfits catering to selective, long-tail movie buffs.
One such operation is called Cinefile. They have everything from the most obscure foreign and art house films to the latest blockbuster releases to the classic ’80s flicks you loved as a kid.
The store is located in West Los Angeles, right around the corner from one of my biggest clients. And I’ve been known to drop in from time to time when in the area and in the mood for a movie that’s off the beaten path.
Recently, my family was out of town over a long weekend. Which left me with some rare *gasp* free time on my hands. And I happened to be near Cinefile, so I dropped in to pick up a rental.
I was looking for a b-movie I vaguely remember from my youth. It was the first Rated-R movie I’d ever seen. A low budget SciFi romp that some savvy casting director managed to rope an aging Kirk Douglas, a peak career Farrah Fawcett, and an up-and-coming Harvey Keitel into.
Anyway, of course, they had it. I found it tucked away in their “directors” section. For whatever reason, the Cinefile folks group some of their inventory by director.
The selections range from the likes of big-budget movie masters, likeSteven Spielberg, to cult directors notable for one or two underground classics, like Alex Cox, the man behind Sid & Nancy and Repo Man.
Browsing this Directors Section, I was surprised by a particular gap… There was no Julian Temple section.
Certainly not a household name, the London-born Temple got his directorial start making music videos for the likes of Judas Preist, the Stray Cats, Depeche Mode, Culture Club and host of other artists in the early ’80s.
Hollywood eventually came calling, landing Julien at the helm of the David Bowie vehicle, Absolute Beginners, the Jeff Goldblum + Gina Davis flick, Earth Girls Are Easy, and Bullet, Tupac Shakur’s last film, among quite a few others.
And in addition to scripted features, Temple has continued to make high profile music documentaries, including the Rolling Stones IMAX concert film, and the famed Sex Pistols doc, the Filth and the Fury.
So, my question was… Why doesn’t Julien Temple have a section in Cinefile’s “Directors Section?”
The answer… He doesn’t have a big enough career to rank him with the likes of Speilberg. But he’s too big to identify him as a “cult director” like the subversive Alex Cox.
In short, he doesn’t have a niche.
Which is kind of an odd place to land. It’s like a citizen with no homeland.
Sadly, it’s a place many small businesses in the professional services realm lands, too. And it’s not a great place to be…
For Example’s Sake… Let say you’re accountant
You offer personal accounting and tax preparation. You also offer small business accounting, including Quickbooks accounting management, bookkeeping, payroll services, and general ledger reconciliations. And you offer trust accounting for living trusts and estates.
Sounds like a great breath of services, right? Well, yes and no. Actually, more no than yes.
It seems counter-intuitive in a way… The wider you cast your net, the more prospects you’re likely to reel in, right? Sure!
Except that prospects in the market for personal accounting and tax prep are looking for different things than a small business owner or a trustee managing an estate.
And each party is looking for different messaging.
Individual taxpayers are eager for tips and tricks to streamline finances and score money-saving deductions.
Business owners are concerned about general ledger balancing, payroll, processing, and Quickbooks management.
And trustees are focused on serving demanding beneficiaries, while keeping compliant with oppressively strict tax regulations.
Speaking to these varied interests forces a broader, generalized, and more in-exclusive approach. Which, in turn, makes it tough for your prospects to recognize themselves and their needs in your pitch.
Most prospects aren’t looking for the guy or gal who does everything. They want the guy or gal who does the thing they need right now.
And your competitor who does that one thing is likely to pique your ideal prospect’s interest, and eventually gain their business.
Meanwhile, once your business grows more established and relationships solidify, clients will begin to ask if you offer other services. That leads to more referrals. And suddenly, requests for work beyond your primary service offering are pouring in.
But it starts with narrowing your niche. Which means honing in on the core value your services provide. And making that value the focus of your marketing efforts.
Don’t be the [insert service provider type here] that does everything.
Be the [insert service provider type here] that does [insert that one core service here] better than anybody else in your particular game.
Struggling to Narrow Your Niche?
Drop by my LinkedIn page to discuss. Together, we’ll hammer out a path to narrow focus and uuuuge returns!