The Power of a Narrow and Deep Approach: Building a Marketing System for Success

 

Are you struggling to turn your marketing efforts into measurable results?

Becoming a top producer requires a marketing strategy that is both focused and comprehensive.

By narrowing your focus to a few specific markets and working them deeply, you can dramatically increase your confidence and ability to secure appointments and referrals within those markets.

This targeted approach positions you as the go-to expert in your niche, enabling you to serve your clients exceptionally well.

What is a MIS?

A Marketing Information System (MIS) is the backbone of a narrow and deep marketing strategy. It organizes and centralizes your marketing knowledge, becoming the hub for all your marketing activities.

A well-organized MIS eliminates guesswork, maximizes your time, and provides a competitive advantage that is hard to match.

With an MIS in place, you can:

Secure appointments more efficiently.

Generate referrals with ease.

Leverage existing relationships effectively.

By narrowing your focus to key markets and working them deeply, your MIS enables you to build a system that consistently delivers results

Components of the MIS

To create a robust MIS, begin by identifying the critical information you need to understand, serve, and satisfy your clients.

Ask yourself: ‘What information—when and in what form—will help me achieve these goals?

Your MIS should include three essential components:

1. Databases

A well-structured database forms the foundation of your MIS. It consolidates crucial data about your markets, allowing you to input information once and leverage it repeatedly.

At a minimum, your database should include:

Clients

Prospects

Suspects

Relationships

Partners

Associations

Publications

Example: A financial services firm targeting small businesses might track local chambers of commerce, industry groups, and referral partners to maintain a steady pipeline of leads.

2. Marketing Library

Your marketing library serves as a repository of resources that support your target markets.

These materials should be well-organized for quick access, enhancing productivity and helping you capitalize on opportunities. Key items to include are:

Industry handbooks or “bibles”

Relevant blogs and websites

Directories

Major publications read by clients and prospects

Newsletters, journals, and niche market data

Market size, location, and key competitors

3. Subject Files

Subject files centralize materials essential for your marketing and sales activities.

This streamlined organization improves efficiency and ensures consistent messaging. Include the following in your subject files:

Scripts for email marketing, referrals, and calls

Email templates for appointment requests and testimonials

Client testimonials

Content such as articles, white papers, and blog posts

Maintain and Update Your MIS

An MIS is only as effective as the information it contains. To keep it relevant and valuable:

Regularly update your databases, library, and subject files with current data and insights.

Start by identifying the top 20 percent of your clients who generate 80 percent of your revenue and analyzing their niche markets for new patterns and opportunities.

Schedule periodic team meetings to review and refresh your MIS. For example, hosting a monthly lunch meeting to update and discuss the MIS can ensure it remains accurate and actionable.

Why Narrow Deep Approach Works

By going narrow and deep, you develop the expertise and credibility needed to “talk the talk” and “walk the walk” of your target markets.

This approach builds trust with prospective clients and enhances your visibility in the markets you serve.

With an organized and up-to-date MIS, you’ll not only streamline your marketing efforts but also position yourself as a leader in your niche.

The result? A more focused, effective, and successful business.

Final Thought

A narrow and deep approach, supported by a well-maintained MIS, transforms your marketing into a powerful and efficient process.

It simplifies your work, saves time, and ensures you’re always prepared to serve your markets.

Take the first step today—organize your marketing information and focus on your top markets.

The results will speak for themselves.