Oct 13, 2020
On this week’s episode of the Market Like a Boss podcast, I’m talking about why you’re afraid to niche down and pick an audience. Spoiler: it’s not because you have so many choices and you don’t know which one to choose. It goes much deeper than that.
Let’s dive in!
Don’t make the same mistake I did
When I first started my business over four years ago, I niched down to small business owners. Yes, that was as deep as I got. And I wondered why I didn’t land clients consistently! My clients also got a variety of different results, which didn't make me feel confident as an expert.
Specific sells. To get more clients you need to be MORE specific about who you target. This goes counterintuitive to what most people think, which is that you need to have a big pool of potential clients to make the money you want.
Why are you afraid to niche down?
A lot of women say that they don’t know which audience to choose. They act like it’s all the different choices holding them back from making a decision. I call BS. The REAL reason you’re scared to niche down is because you don’t want to alienate anyone. It’s because you’re so afraid that if you make your pool of potential clients smaller, there won’t be anyone left to serve.
There’s also another fear that crops up here: if you choose your target audience and you start landing clients, then you actually have to serve them. And you’re not so confident in your ability to do that.
These fears all tie back to lack of trust. Lack of trust that there are more than enough clients out there. Lack of trust in yourself to deliver for your clients.
Why niching down is so powerful for your marketing
Here’s what you need to understand: when you niche down, you’re not alienating anyone. In fact, you’re able to help your clients even MORE because you’re actually targeting people who need your help and are best set up to get results working with you. That’s when you become known as a trusted expert and have more of the right clients coming to you through referrals. You also retain more of your clients because they’re happier - which means more money for less marketing.
It’s also important to note that when you niche down and target the people you’re best meant to serve, you won’t have to undercharge just to land a client. That client will already want to work with you because you have the solution to their problem.
By trying to include everyone you’re actually creating the reality you DON’T want...a lack of consistent clients. The only way to shift things is by narrowing who you serve. And here’s the thing: when you narrow who you serve, everybody notices. Which means there will be people who don’t fit your target audience description coming to you and asking if they’re a good fit. Then you get to decide whether you’ll take them on as a client or not.
So you see...you actually have MORE choices when you narrow your audience.
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