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Niche down. Always niche down. You will make your life easier, the tighter that niche is. When you niche down you’re selling a single product, you laser focus your advertising and you laser focus the point of your store. There’s only one thing you need to pack and one thing you need to ship.

At that point if you feel like you need to expand your sales or your customer lifetime value, the next move would be for accessories for that product. A great example of a business that does this well is KeySmart. They have one flagship product and then a majority of their sales come from accessories you put in your KeySmart.

It’s very easy to fall into the trap of casting a wider net to get more sales, but sometimes that just doesn’t make sense. That’s going to be weird for everybody. The people who shop those generic variety items are gonna say, “Well, what’s this niche stuff? This doesn’t seem right. I’m not gonna buy from this.” Or the people who are buying the niche stuff are like, “Well, why does this guy also sell boxer briefs? What’s going on here?”

Don’t do yourself the disservice, just stay narrow, stay focused. That will make life easier, I promise.