How to niche down from a large category to a winning sub-niche

The categories worth going after — law, insurance, manufacturing, wholesalers — are all really large. The key is that once you've identified a category, you have to figure out the subcategory or sub-niche. It's too hard to just focus on 'wholesalers' broadly. The framework is: pick a category, then narrow it down by geography or by a specific type of professional within that category. For example, you could go from 'real estate agencies' to 'commercial real estate agencies in Florida.' Going that specific is what makes your offer feel irresistible — your prospect feels like you are speaking directly to them.