The trap many salespeople fall into is trying to grow by doing more of what’s worked before, instead of letting an external force dictate their next phase of growth. Tapping into an area where demand is already flowing and lining it up with our skills can be an effective way to successfully break into a niche.

Once we’ve identified this space, we can get more ROI by reaching our ideal clients through a psychographic profile, instead of a demographic or industry profile. 

By creating content that speaks deeply to who we can get results for, we can position ourselves to cut through the noise and attract the right people. 

How do we identify a space with a new demand that we can take advantage of? Where can we find ideas for the kind of content our ideal clients will respond to? 

In this episode, CEO, speaker, author, and business coach Bruce Eckfeldt shares the strategy he used to break into the cannabis space, and the downsides of going to the market with a broad message.