by Lydia Botha | Aug 24, 2019 | Content Marketing, Niche
Imagine if this conversation were to take place when you visited the doctor for help with managing your chronic asthma: You: “Hello doctor. This asthma is driving me mad. Please help.” Doctor: “Cool, cool. Remember to take aspirin when you have a headache.” You:...
by Lydia Botha | Aug 16, 2019 | Branding, Niche, Website
Once upon a time, two new accounting firm websites were created. The one followed the ‘tried-and-tested’ (read embarrassingly outdated) model, while the other one ditched the mould. Fast forward one year. The first website is dead. The peeps who are attracted to the...
by Lydia Botha | Aug 9, 2019 | Niche, Strategy
You know that miserable feeling when you go shopping, and you find the perfect, confidence-triggering dress which is just a tad too long or a bit too loose under the arms – just enough that you can’t wear it as is? So you either buy it and hope your second cousin...
by Lydia Botha | Aug 2, 2019 | Niche
Have you ever studied the menu at your local diner to decide what to order? I guess that’s a yes. Once you’ve ordered the grilled turkey sandwich with green chilli sauce and extra onion rings on the side, you’re not going to pat yourself on the back and say “well...
by Lydia Botha | May 31, 2019 | Branding, Niche, Strategy
Three years ago, when I started telling accountants that they needed to niche down, I was met with a lot of disbelief and stubbornness. “I don’t see the point. I want to work with everybody and do all the things.” I still get that sometimes. I have a family member...
