More on narrowing your focus and being specific

I wrote a couple of days ago about the importance of narrowing your marketing focus and being very specific in your marketing message.  Today, I ran across a post by Ben McConnell on the Church of the Customer blog, speaking about Twelve, a book publisher who's taking the specifics of it's focus really seriously:

It seems that on the back of every book, is their mission statement which pretty much sums it all up:

"Twelve was established in August 2005 with the objective of publishing no more than one book per month. We strive to publish the singular book, by authors who have a unique perspective and compelling authority. Works that explain our culture; that illuminate, inspire, provoke and entertain. We seek to establish communities of conversation surrounding our books. Talented authors deserve our attention not only from publishers, but from readers as well. To sell the book is only the beginning of our mission. To build avid audiences of readers who are enriched by these works -- that is our ultimate purpose. But mostly we are about publishing Christopher Buckley."

Ben concludes:

"I love how Twelve announces its mission with specifics, especially those that go beyond simply selling a book. If only more publishers, record labels, entrepreneurs or small businesses were this committed to their products and their creators."  Read his entire post here.

-Susan Martin, NYC marketing coach and niche maker