If you are someone who feels called to show up, create a course, become a coach, be of service or put an offer out into the world, it’s crucial that you know exactly who you’re showing up for, and how you provide a solution to the pain point they have. A.K.A – you need to know your niche.
I see a lot of people working hard on putting out content consistently and yet fearing the idea of defining their niche. They’re trying so hard to build a business, and yet aren’t clear on exactly who their ideal client avatar is. As a result, they’re not building the community, they’re not generating the revenue they could be, people aren’t opting in for their services or their products, and overall they’re holding back their own growth because people are confused as to what they’re actually offering.
I see a lot of entrepreneurs make this mistake; where they try to take on a huge umbrella of products and services, trying to provide solutions for everyone, and in the end, they’re not really helping anyone.
“When we serve everyone, we serve no one”
When you niche down and clearly define what it is that you do and the people that you want to help, it allows you to directly connect with your target audience and communicate the solution that you can bring to the table.
But niching down is easier said than done. That’s why I want to share some steps that have helped hundreds of my clients dial everything down and figure out the niche where they are of highest service, as a result – increasing their impact and income.
When you’re starting out in your business, you create this picture of your ideal client by listing the criteria that needs to be met before you can say someone is your soulmate ideal client. We have this idea of how we are going to provide the best solution for them through our products and services but you can’t really be sure unless you actually TALK to them and connect with them on a personal level.
That’s why it’s so important to interact with your audience, engage with them in social media, or invite them to a call with you, as that’s how you’ll start to figure out what your niche is, and exactly who it is you are talking to.
Market research is such a critical part of the business journey, and so many entrepreneurs want to skip over it! Instead, take time to have conversations and get to know your ideal client’s exact pain points. The clearer you are on these, the easier it is to put together an irresistible solution. So: give away free calls, get in Facebook groups, read the comment threads on Reddit, spend time perusing comments on YouTube – see what people are looking for solutions to, and be the BEST solution.
When you’re speaking with one of your potential clients, really listen to what they are telling you. Not only will it help you get that clarity around your niche, it will also help you redefine your messaging so that you can communicate your products and services better to the right people.
Be really mindful of the language they are using. Use their language around their pain points to craft your offer as the solution. Literally use the words that come out of their mouth.
Because even if your product or service is exactly what they need, if your messaging does not resonate with them, they will not see you as the right person to help them.
So often, people use these lofty, fluffy, broad messaging points that “sound nice” but don’t really make any sense and are definitely not the language your ideal client would use to describe their pain or the solution they are looking for.
For example: “I help people manifest their dream life”.
It sounds nice, but what does it mean? No one is running around broadly wishing for a “dream life”. What does a dream life mean to THEM?
Perhaps that’s getting pregnant naturally and having a healthy baby, perhaps it’s graduating university while also having a social life, maybe it’s creating financial freedom to leave their 9-5 through investing in real estate.
Whatever it is, there is an OUTCOME people want – that needs to be specifically identified in the way you communicate your offers.
So instead of “I help people manifest their dream life” – the mission statement could become “I help ambitious 20-something women replace their corporate income with real-estate investment portfolios so they can quit the 9-5”.
See the difference? One is worth investing in. The other leaves the reader confused. I’ll leave it up to you to decide which is which.
Niching down is not an overnight thing. It’s not about sitting down, getting a pen and paper and just writing down whatever comes to mind. It’s a process that requires not just your input but your potential clients’ as well. It requires trial and error, and a lot of conversations with your audience and mentors.
You don’t have to have it perfect to get started! That’s the beauty of it. You can take messy action, start with a solution to a problem, and get going!
If you’ve been struggling for a while, stop trying to get things perfect. Instead, get clear about what you do have, identify the gaps and set a due date in order to have the market research done. Give yourself a 7 day window to gather as much info as you need, and then build from there. Whatever you come up with after that timeframe, allow that to be ENOUGH. You will go through changes over time, the more you work with your customers and clients, so you don’t have to have it perfect to get started.
The important thing is to enjoy the whole process because it is such a beautiful journey of discovery for you to truly pin down your area of expertise and define what it is you want to do for the people you want to serve. You are going to evolve as you go and that’s totally fine.
Once you have clarity around how you serve and how you’re showing up, you can start to really build a strong community that is centred around your area of expertise. From there, you can build out funnels and automations that direct people to your products and services.
Want help planning out your next funnel? Book in a FREE 30 minute Funnel Strategy Session here.
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