There are many resources about how to pursue funding for horizontal products, often software that can be used by a large number of people. These are problems that investors can understand personally, or have some insight into, since they are such general solutions. It makes sense how in these situations one can persuade an investor with real problems and solutions.
What are recommended procedures for pursuing funding for a vertical product? This is the kind of thing that most investors don't have any insight into and have perhaps never considered the market. It is a provably smaller market in terms of number of people who could even possibly benefit from it, but with a much higher yield potential.
In this case is it good to use normal investors or look for someone who has experience in the target vertical? It seems like convincing investors would be much harder since they would be coming in with no history. Are there other things to consider?