That was the title of Paul and Sarah Edwards’ keynote speech at the AIIP (Association of Independent Professionals) annual conference. They talked about the new world in which independent professionals find themselves, an interesting topic since the first time I heard Paul and Sarah was at the AIIP conference in 1991 in Kansas City. They were just as dynamic then, just as inspirational, and just as practical. But today they talk about blogs, which definitely weren’t around in 1991! Why should you care about “niching” yourself? It’s a combination of desire, resources, and opportunity. They had us practice a “door opening sound byte.” It goes something like this: “You know how you have this problem on a recurring basis? Well, what I do is research that will find a solution to your problem.” Then they talked about tailor made marketing. Some of do better with marketing through trade shows, others through networking. Then there’s showing what we do through web sites or directory listings versus telling through newsletters, blogs, or journal articles. They urged us to do 5 marketing activities and follow through on a daily, weekly, or monthly basis.