Stand out or Lose Out - The Power of Specialisation

In this episode, Tracey Burnett dives deep into the single most powerful lever for agency growth: specialisation. Whether you call it niching, positioning, or differentiation, this is about carving out a space in the market where your agency isn’t just another option, you are the option. Find out why agencies with a clear specialism grow 2.5x faster than generalists and can command fees up to 40% higher. You’ll hear the hard-hitting stats: agencies that specialise see, on average, a 26% increase in overall fee income and gross profits soaring above 61%. But more importantly, you’ll get practical, actionable steps for defining your niche, sharpening your positioning, and building a reputation that makes your agency one of only a few that your perfect prospects consider. By the end of this episode, you’ll be inspired and equipped to review just how unique your agency really is and ready to take bold steps to stand out in a crowded market. Don’t let your agency get lost in the crowd. Tune in and learn how to stand out, or risk missing out. KEY TAKEAWAYS Specialising in a specific niche or market is crucial for agencies to stand out among competitors. It allows them to be seen as the go-to option rather than just another choice. Agencies that define their specialisation grow two and a half times faster than generalists and can command fees up to 40% higher. Specialisation leads to increased overall fee income and gross profit. Defining the target audience is essential. This includes analysing demographics, psychographics, and purchasing behaviours to tailor services effectively. Identifying proprietary processes, unique methodologies, and zones of expertise helps agencies differentiate themselves from competitors and adds value to their offerings. Founders often struggle to see their own blind spots regarding specialisation. Seeking outside opinions can provide valuable insights and help clarify positioning in the market. BEST MOMENTS "If you try to talk to everyone, your message is going to get diluted. It becomes a bit vanilla, and nobody really craves vanilla."  "Agencies with a clear specialisation or specialism grow two and a half times faster than generalists and they command fees up to 40% higher." "Specialising isn't about limiting yourself; it's about making yourself irreplaceable." "There's a bakery in Paris that only makes gluten-free vegan croissants. That's the power of specialisation." "Fortune favours the focused." HOST BIO Tracey is a highly skilled creative marketer with 30+ years in-depth experience in lead gen, marketing and sales, a broad knowledge of business growth gained over decades. She has an innate knowledge of what works and, more importantly, what doesn't. Her specialist area is LinkedIn™ clocking up over 6000 hours learning so she can advise on generating leads, building communities and relationships. Her clients benefit from her various perspectives having worked on the client side in corporate advertising/marketing comms roles, Director level in a global design consultancy and SME agency experience. Having been headhunted to save a major financial account at a top London design consultancy, she increased the fees by 102% YOY and repeated this result on the British Airways account increasing fees 150% YOY. She believes in avoiding get-rich-quick shortcuts in favour of consistent, long-term, exceptional results. Connect with Tracey on LinkedIn: www.linkedin.com/in/traceyburnett Website: www.leadstosuccessglobal.com Podcast website: www.marketingmomentumforagencies.com Got a question? Give me a call: 0044 7877 042 804 Email: [e-mail] Wix Studio is a platform built for all web creators to design, develop, and manage exceptional web projects at scale. Visit wix.com/studio This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/ Grow Your Business: https://www.leadstosuccessglobal.com/