The more I can put out content that resonates with people, the more likely it is that they’re going to see me as a potential value-add. – Bruce Eckfeldt

The trap many salespeople fall into is trying to grow by doing more of what’s worked before, instead of letting an external force dictate their next phase of growth. Tapping into an area where demand is already flowing and lining it up with our skills can be an effective way to successfully break into a niche.

Once we’ve identified this space, we can get more ROI by reaching our ideal clients through a psychographic profile, instead of a demographic or industry profile.

By creating content that speaks deeply to who we can get results for, we can position ourselves to cut through the noise and attract the right people.

How do we identify a space with a new demand that we can take advantage of? Where can we find ideas for the kind of content our ideal clients will respond to?


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In this episode, CEO, speaker, author, and business coach Bruce Eckfeldt shares the strategy he used to break into the cannabis space, and the downsides of going to the market with a broad message.

3 Things We Learned from Bruce Eckfeldt

  • How Bruce uses real client conversations to generate nuanced, hyper-specific content for his 200+ articles.
  • When looking for a new niche, find the intersection of your skills and an emerging, exploding market.
  • How Bruce has built a coaching business where he only coaches 100 days a year.

Guest Bio-

Bruce Eckfeldt is an entrepreneur, Inc 500 CEO, speaker, author, consultant, business coach and podcast host. He uses his experience as an entrepreneur to help high-growth companies scale more quickly with less drama. He is an expert in business and operational growth strategy, talent planning, performance coaching, and using Lean/Agile to achieve operational excellence. Bruce also hosts two podcasts, Thinking Outside the Bud and Scaling Up Services.

To learn about Bruce and his work visit