The Deep Specialization™️ Podcast

Corey Quinn
  • 5.0 (34)
  • MARKETING
  • UPDATED WEEKLY
The Deep Specialization™️ Podcast

Everyone knows the power of focus in business, but not everyone knows how to do it well. On this show, you'll hear from 7, 8, and 9-figure founders and executives who've been wildly successful by taking a vertical or multi-vertical approach to growing their business. You'll hear stories about how they started, what they did to grow their business and ultimately what made them a success. If you're thinking about focusing your business on one or more verticals, this show is for you.

  1. Building a $20M Agency Through SEO Specialization w/ Jason Hennessey

    3 HR. AGO

    Building a $20M Agency Through SEO Specialization w/ Jason Hennessey

    Struggling to scale your vertically positioned digital marketing agency? Finding it hard to stand out in a crowded market and attract premium clients? There’s a better way to grow your business - and it starts with building a strong foundation of leadership, culture, and strategy. Join Corey Quinn as he sits down with Jason Hennessey, renowned SEO expert and Founder/CEO of Hennessey Digital, to uncover the secrets to building a thriving agency that stands the test of time. With years of experience in scaling and selling agencies and a proven track record in the legal vertical, Jason offers actionable advice tailored to agency owners looking to level up. You’ll discover: How to create a clear vision and roadmap for your agency's growth The art of differentiation: standing out in a competitive market Leadership techniques for building and motivating a high-performing virtual team Strategies for client acquisition and sales, specifically in niche markets like legal Lessons from Jason’s journey, including how to embrace your "zone of genius" and learn from mistakes Advice for hiring excellent salespeople for your agency (and why Jason failed at this in the beginning)  If you’re ready to transform your vertically-focused agency into a legacy business and take your team to the next level, this episode is a must-listen.   “When we sell, we don’t really hard sell. We educate… and we’re so willing to say no if we’re not a right fit.” - Jason Hennessey   Here are some actionable key takeaways for agency founders: - Understanding your zone of genius helps in effective delegation. By focusing on what you do best and delegating the rest to capable team members, you can unlock significant growth and efficiency for your agency. - Strong leadership is crucial for scaling your agency and ensuring operational excellence. Hiring the right leaders enables you to focus on strategy and big-picture goals. - Maintaining a strong culture in a virtual environment is essential. A thriving culture transcends physical offices. Creating a cohesive and engaging virtual workplace fosters collaboration and loyalty, even in distributed teams. - Sales strategies should focus on education rather than hard selling. Educating your clients and building trust positions your agency as a knowledgeable and client-first partner, leading to long-term relationships and better outcomes. - A vivid vision provides clarity and direction for your company. Clearly articulating your agency’s long-term vision inspires your team, aligns efforts, and attracts clients who resonate with your mission and values.   The resources mentioned in this episode are: - Check out Hennessey Digital & Book a FREE 1-hour consultation: https://hennessey.com - Connect with Hennessey Digital on LinkedIn: https://www.linkedin.com/company/hennesseydigital - Check out Jason’s website: https://www.jasonhennessey.com - Connect with Jason on LinkedIn: https://www.linkedin.com/in/jhennessey - Listen to The Jason Hennessey Podcast: https://www.jasonhennessey.com/podcast - Buy his books, “Law Firm SEO” & “Honest SEO”: https://www.jasonhennessey.com/books 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.   This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

    47 min
  2. The Deep Specialization™ Maturity Model

    5 DAYS AGO

    The Deep Specialization™ Maturity Model

    Feeling invisible in your agency’s market? Settling for revenue that’s merely “good enough”? Sadly, too many agencies are operating at the lowest level of revenue certainty, but not for long… In this episode, Corey reveals the Deep Specialization™ Maturity Model - a diagnostic tool and roadmap helping agency owners like you understand where they are, where they could be, and what it takes to become the go-to expert in your niche. Just like Apple didn’t stop with the iPod, “good enough” is never enough in today’s competitive environment. Your agency's future depends on pushing beyond your comfort zone. Don’t spend another day unseen and ignored by potential buyers! Learn the Deep Specialization™ Maturity Model today and start leveling up your revenue, reputation, and results. Here’s what we cover in this episode: The 4 zones of vertical maturity - Which zone are you in? How to avoid getting stuck on the “good enough line” What happens when you understand the power of developing deep specialized knowledge in a vertical market  How to become the trusted source of reliable results and guidance in your market Traits of an agency that has mastered their vertical market The #1 problem keeping agency founders stuck in the sales role   Here are some actionable key takeaways for agency founders: Level 1: Generalist Agency | Level 2: Vertical Vendor | Level 3: Vertical Specialist | Level 4: Vertical Maven What is one step you could take this week to move your agency to the next level? Remember,  your agency's future depends on pushing beyond the comfortable and familiar.   👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.   This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

    8 min
  3. From Generalist to Authority: Using Storytelling to Own Your Vertical

    DEC 11

    From Generalist to Authority: Using Storytelling to Own Your Vertical

    Are your agency's sales presentations putting prospects to sleep? Tired of competing on features, case studies, and pricing? There's a better way to win clients and command premium rates - and it starts with mastering the art of strategic storytelling. Join us as Corey welcomes Philipp Humm, Founder of Power of Storytelling and 2x bestselling author, who has helped agencies like yours transform their pitch process through narrative techniques that resonate deeply with decision-makers.  As both a business consultant and storytelling coach, Philipp brings practical insights specifically tailored for creative and marketing firms. You'll discover: - How to craft "vertical expertise stories" that showcase your deep industry knowledge - Techniques for turning generic case studies into compelling transformation narratives - Ways to differentiate your agency through strategic storytelling in sales calls - A framework for training your entire team to tell consistent, powerful stories Plus, Philipp shares real examples of how specialized agencies have used storytelling to win major accounts, raise their rates, and eliminate the constant pressure to compete on price. Whether you're leading a full-service digital agency or a specialized boutique firm, this episode delivers actionable strategies to make storytelling your competitive advantage in new business development. Don't miss this masterclass in using narrative techniques to elevate your agency's positioning and close bigger deals with ideal clients. “[Storytelling] is actually much more about making the other person feel comfortable to share a story in return.” - Philipp Humm   Here are some actionable key takeaways for agency founders: - Craft "vertical expertise stories" that demonstrate your deep understanding of your target industry's unique challenges and opportunities. - Use micro-stories in discovery calls to show you've "been there before" with similar clients in your vertical. - Share connection stories about your agency's journey to specialization to build trust with prospects who are considering working with a specialist. - Highlight client transformation stories that showcase the unique value of working with a specialized agency vs. a generalist. - Address common objections to specialization through stories of how other agencies successfully made the transition from generalist to specialist.   The resources mentioned in this episode are: - Check out Power of Storytelling: https://power-of-storytelling.com - Buy Philipp’s book, “The Storyselling Method”: https://power-of-storytelling.com/the-storyselling-method - Buy his book, “Public Speaking with Confidence”: https://power-of-storytelling.com/public-speaking-with-confidence - Subscribe to his YouTube channel: https://www.youtube.com/@Philipp-Humm - Connect with Philipp on LinkedIn: https://www.linkedin.com/in/philipphumm 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.   This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.   This episode was produced and brought to you by Reignite Media.

    37 min
  4. From Dojo to Digital Empire: An Agency Growth Story

    DEC 4

    From Dojo to Digital Empire: An Agency Growth Story

    How do you turn decades of passion into a thriving business that dominates a niche? In this episode, Corey sits down with Cris Rodriguez, Founder and Visionary of Grow Pro Agency, to unpack her transformation from martial artist school owner to digital marketing powerhouse. Serving over 450 martial arts schools across the U.S., Cris reveals how her agency carved out a competitive edge through witty strategy, results-driven marketing, and an all-American team. Cris doesn’t hold back as she shares the secrets behind her success—why Facebook ads and word-of-mouth remain unbeatable, how content creation drives engagement, and the role of company culture in retaining top talent. She also opens up about the risks and rewards of going all-in on a single vertical and why hiring the right team is non-negotiable. If you’re looking for real-world insights into building a specialized, scalable agency while staying grounded in your vision, this conversation delivers.   Here’s what we cover in this episode: Benefits of hiring a dedicated sales team for your agency (+ hiring tips) Why developing joint venture partnerships is essential for scaling an agency Leveraging the power of word-of-mouth marketing How to create engaging content that converts The risks and rewards of focusing on one vertical Why Cris uses Facebook ads as her primary marketing strategy Secrets to improving your client and employee retention Why you need an abundance mindset when serving a competitive market   Here are some actionable key takeaways for agency founders: Hiring a dedicated sales team is essential for systematic growth and allows the agency owner to focus on leadership and strategy. Developing joint venture partnerships can expand reach and bring in higher-quality leads, which is critical for scaling. Client retention is driven by results and strong relationships. Hiring a team aligned with core values ensures better collaboration, productivity, and morale. A strong company culture leads to higher employee satisfaction and reduces turnover. Creating high-quality content helps build brand authority and attract new clients in a competitive market.    The resources mentioned in this episode are: - Connect with Cris on Instagram: https://www.instagram.com/crisleerodriguez/  - Check out Grow Pro Agency: https://growproagency.com - Connect with Grow Pro Agency on LinkedIn: https://www.linkedin.com/company/grow-pro-agency 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.   This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.   This episode was produced and brought to you by Reignite Media.

    55 min
  5. 3 Steps to Choosing a Vertical Market

    NOV 27

    3 Steps to Choosing a Vertical Market

    How can narrowing your focus open the door to big opportunities? In this episode, Corey unpacks the transformative power of specialization and why choosing the right vertical market is key to agency success. He shares a simple 3-step framework to identify the perfect niche: tapping into your expertise, following your genuine interests, and analyzing the market for growth potential. Along the way, Corey sheds light on common mistakes to avoid when niching down, like targeting a market that’s too small or one that doesn’t align with your agency’s core passions. Whether you’re refining your strategy or starting fresh, this episode offers practical advice to help you carve out your niche, stand out from the crowd, and build an agency that thrives. Here’s what we cover in this episode: Tips for choosing a vertical market for your agency How to identify characteristics of a good vertical market How specialized agencies grow faster than generalists Common pitfalls to avoid when specializing Why market research is crucial for selecting a vertical How to leverage community and networking opportunities for agency growth Why it's never too late to specialize   Here are some actionable key takeaways for agency founders: Choosing a vertical market can lead to long-term success. Specialized agencies grow faster than generalists. Market research is essential before committing to a vertical. Be sure to gather insights from your existing client base. Avoid markets that are too small or declining in demand. Consider the revenue potential of the vertical market. Use community and networking opportunities to explore new opportunities for growth and specialization. Look for verticals with professional requirements. Empathy towards clients is the key to differentiating yourself from your competitors. It's never too late to specialize!   The resources mentioned in this episode are: Research your desired vertical's business data, potential growth, and total addressable market value with IBISWorld: https://www.ibisworld.com  Directory of Associations: https://directoryofassociations.com   👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.   More content from Corey: Corey’s Website: https://www.coreyquinn.com Corey’s Daily Tips: https://www.coreyquinn.com/blog  Podcast Website: https://www.coreyquinn.com/podcasts/the-deep-specialization-podcast Podcast YouTube Channel: https://youtube.com/@coreyquinninc?sub_confirmation=1    This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month. This episode was produced and brought to you by Reignite Media. #agencygrowth #agencylife #marketingpodcast #deepspecialization #verticalization #verticalmarket

    31 min
  6. Building a Book Marketing Agency: Alex Strathdee on Specialization, Scaling, and Success

    NOV 13

    Building a Book Marketing Agency: Alex Strathdee on Specialization, Scaling, and Success

    What does it take to turn a side hustle into a thriving agency serving some of the biggest names in publishing? In this episode, Corey chats with Alex Strathdee, founder of Advanced Amazon Ads, who started with a simple goal: sell more books. Fast forward, and Alex now manages millions in ad spend, helping nonfiction authors like Mike Michalowicz and Dan Sullivan grow their influence. But Alex isn’t stopping there. He’s pulling back the curtain on a game-changing rebrand to Shelf Life, expanding his services to offer authors a complete marketing arsenal. From mastering Amazon ads to diving into influencer programs and TikTok strategies, Alex shares the secrets of scaling a specialized business while staying laser-focused on his niche. If you’re looking for a blueprint to grow your agency and adapt to a changing market, this episode delivers the goods. Here’s what we cover in this episode: Understanding the limitations of your advertising channels. Differentiating your niche agency. How Alex’s agency doubles its revenue every year since its inception. Strategies for overcoming imposter syndrome. How to gain more personal free time while scaling your business. “Seeding the Market”: An effective strategy for book marketing. Myths and misconceptions of book launches that will save authors time and money. The secret to agency growth: Having a consistent lead generation source. Why being a “best seller” doesn’t guarantee higher sales. Underrated benefits of outsourcing. Here are some actionable key takeaways for agency founders: Specialization in both the audience served and the services offered is essential. As an agency, you need a consistent lead generation source to scale up. Beyond that, diversifying client sources is crucial for agency growth and stability. Building relationships through podcasting has been a significant client acquisition strategy. One way to overcome imposter syndrome is by networking with influential figures. Advertise where your audience lives. TikTok is becoming a significant platform for book sales because of the amount of readers reviewing books and sharing book recommendations. Outsourcing tasks can lead to better efficiency and productivity. The resources mentioned in this episode are: Connect with Alex on LinkedIn: https://www.linkedin.com/in/alexander-strathdee Check out Advanced Amazon Ads: https://www.advancedamazonads.com Buy Alex’s books on Amazon: https://www.amazon.com/stores/author/B07L7FMPYB Listen to Before the Bestseller: https://podcasts.apple.com/us/podcast/before-the-bestseller/id1352053720 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com. This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

    54 min
  7. How to Sell Your Agency w/ Ronik Patel

    AUG 21

    How to Sell Your Agency w/ Ronik Patel

    "You have to think about the exit from day one.” – Ronik Patel,  Founder of UnlimitedWP. If you’ve ever dreamt of selling your agency, look no further than this episode. Excitingly, we have another two-time guest on, as Corey welcomes back Ronik Patel to discuss his recent success in getting his company, UnlimitedWP acquired by E2M. And, if the latter sounds familiar, it’s because its founder, Manish Dudharejia, is also a recent guest and friend of the podcast! Ronik joins the show to share his exit experience, how that came to be, and all the lessons along the way. It truly is fascinating to witness the journey of a competitor becoming the acquirer, and what decisions led to the exit - or partial merger, to be exact. While this episode is a gold mine of M&A advice, If we had to summarize a single takeaway, it would be that exits are made from day one. You have to plan for it from the get-go to ensure that your agency can run (and be acquired) without the day-to-day involvement of the founder. Beyond the acquisition, we also discuss his future plans and what Ronik is building next for agencies. Tune in for the full story. Here’s what we cover in this episode: - How to prime your agency for an acquisition. - Best practices for a successful exit. - Acquisition experience and learnings. - What’s next for Ronik and what he’s building in the agency space. Here are some actionable key takeaways for agency founders: - If you’re looking for an exit, seek out buyers immediately. - Trust and transparency are paramount in the acquisition process. - Make a list of potential buyers early on and build relationships before you need them. - Aligning on values is the cornerstone of a successful acquisition. The resources mentioned in this episode are: - Connect with Ronik on LinkedIn Here- Check out UnlimitedWP Here 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

    33 min
  8. Restoring Your Agency Passion and Profit w/ Vlad Mkrtumyan

    AUG 14

    Restoring Your Agency Passion and Profit w/ Vlad Mkrtumyan

    "The commitment to specialization gives clarity and perspective, leading to higher conversion rates and client trust." – Vlad Mkrtumyan, CEO of Restoration Inbound Today’s guest may have started as a general agency founder, but since niching down and taking a vertical approach, his team has helped one of their client’s achieve an increase of over $1M in new revenue. Meet Vlad Mkrtumyan, CEO of Restoration Inbound, a top-tier lead generation and SEO agency exclusively designed for mold remediation companies seeking growth and success. With a deep understanding of their industry’s unique challenges and opportunities, their team harnesses the power of digital marketing to connect restoration businesses with potential clients. So, how do you go from generalist to specialist? If you’re in the process of finding your niche and don’t know what steps to take next, this episode will give you the steps you need. Vlad emphasizes the importance of attending conferences, enjoying the learning process, and the role of software in their agency. He also highlights the balance of not immediately "boxing yourself in" but doing so over time, with examples of what that means. Tune in for expert insights on how to find your niche and become the specialist you know you can be.   Here’s what we cover in this episode: - Vlad’s growth journey from starting as a general agency to niching down to restoration marketing. - How becoming a specialist in a specific niche enables you to build deeper relationships with clients and give them better results. - The major benefits of leveraging referrals, networking, and building a board of advisors. - AI in marketing: How agencies can leverage it to help their clients implement AI tools.   Here are some actionable key takeaways for agency founders: - Networking and building a board of advisors are crucial for success in a niche market. - Focusing on high-margin industries can lead to greater profitability. - Attending conferences gives insight into the industry, but it’s shadowing the potential niche that can really bring it more to life and help you to see first-hand if it’s right for you. - Enjoying the learning process and becoming a master in the niche is a sign that the specialization is the right fit. - If you’re still trying to figure out your niche, keep testing and trying! You’ll find it.   The resources mentioned in this episode are: - Connect with Vlad on LinkedIn here- Check out Restoration Inbound here 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

    47 min
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About

Everyone knows the power of focus in business, but not everyone knows how to do it well. On this show, you'll hear from 7, 8, and 9-figure founders and executives who've been wildly successful by taking a vertical or multi-vertical approach to growing their business. You'll hear stories about how they started, what they did to grow their business and ultimately what made them a success. If you're thinking about focusing your business on one or more verticals, this show is for you.

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