NICHE, PLEASE!

A concise marketing guide for ambitious small-business owners.

RenzlerMedia CEO Irvine’s stated goal in this book is to “help small-business owners and new entrepreneurs narrow their focus and grow their reach,” which immediately gives the work a welcoming tone. It opens with brief personal and biographical notes that present Irvine not as an exemplary real estate wunderkind but rather a relatable figure making his way in the world. The author then lays out his strategies, revealing how his initial focus was not on casting a wide net when it came to marketing outreach but rather to “go deeper” with a targeted approach: “You don’t need to learn more about dozens of social media marketing platforms,” he notes. “You just need to learn about one platform that’s right for you, your business, your skills, and your customer.” He recommends focusing on three niches: business (“selling your product or service to a subcategory of people with low competition”); original, specific marketing content; and “the specific social media platform where you post your content.” Later chapters help to demystify social media, noting how major advances in technology, such as radio, raised familiar questions about marketing in the early 20th century. Irvine’s frequent, direct use of second person is welcome; he also eschews excessive jargon, and his addition of brief summaries at the end of each chapter helps to effectively crystallize his philosophy. Although his use of specific examples throughout is beneficial, more consideration of issues such as race and sexuality, which play undeniable roles in marketing, would have further strengthened the work. In a few instances, Irvine’s references move beyond the business world; for instance, his declaration to “Be like Malcolm Gladwell,” referring to the bestselling author’s successful move to podcasting, rings hollow compared to more specific instructions in other sections. Most references are helpful, though, as are appendices with “niche charts” to help organize strategies and a list of 24 social media platforms with succinct write-ups.

An accessible and lively strategy book that’s well suited to business novices.