Hope that you’re reading this because of the curiosity-driven title that I put there.
If you’re a business owner or wanting to be one, this is going to be a pretty insightful blog. Probably most of the important ones you absorb. It’s time to polarise what the marketing world has been telling you. I’ve heard this every single day, and every single week from hundreds, if not, thousands of people that I’ve talked to over the past decade that I’ve been in business. I’ve been helping people for 7 years to get their businesses right. And this idea of niching or if you’re in the United States, niching, doesn’t matter as much as what you’ve been told. So often people struggle with this concept and say, “Oh I’ve got to choose a particular person”. And for many of us, it’s very difficult especially if you’re a coach, consultant, healer, or a practitioner.
Isn’t it true you kind of help anybody?
Like if they’ve got the problem you solve, you can help them. And so we’ve been told that we’ve got to find this niche and it’s confusing to most coaches, consultants and healers because we’re going, “well, gosh! Who do I choose?”. There’s a few elements to this. So I think what’s really important is you’re never going to have just one niche. Like ever!
When you start out, you must choose someone to begin with. But anyone you follow, or anyone you want to become, don’t have just one niche. You see hundreds of different people at influencers events and you think:
“But am I not suppose to have 1 niche?”.
“Like how does this person whose so successful have all these different varieties of people in their room?”
So we get confused. See, if you’re in this space where you help people, into service, or you have information that changes lives, you’ve got to start out with “Breakthrough Marketing Ideas”. What’s interesting is you decide on the person that you’re going to create your Breakthrough Marketing Idea for, as serving a person is the most important thing. But the key is, as you share that breakthrough marketing message, there are going to be certain people who will be attracted to that message. And so what I find is “Oh! I’m trying to attract this person” rather than say “Hey, this is who I’m wanting attract, and this is the message which I’m going to put out there to attract them with”.
See, the message is more important. The message is going to attract the right people. Now, what’s also interesting is you never end up going with just one niche. You start out with just one, so you got to pick one person. But in the long run, you’re going to end up with one offer having multiple Marketing Breakthrough Ideas.
So, say your offer is coaching, that one coaching offer can help everybody. And so we’re told, “You’ve got to have a niche, got to have a niche, got to have a niche”. Well, yeah, you do have to focus on one Breakthrough Marketing Idea, and then another one, and then another one.
But guess what? That Breakthrough Marketing idea does have a person that it’s speaking too.
I like to use the metaphor of fishing, and it’s kinda like one line in the pond, it’s just one line. See, even inside one niche, you can have multiple different messages that’s hitting people at different moments.
What I wanted to point out to you, is yes, you need to have a niche, you need to decide who you’re talking to. But it’s not as important as you think. What’s more important is coming up with a Breakthrough marketing angle, a breakthrough idea that pulls people in, that’s interesting, that’s unique, and that gets them moving. That’s more important because what you are going to notice is people get attracted to that idea.
See what I found is when I really got the right message of freedom. The Freedom Fasttrack, Total Freedom TV, and all the shows I did around Freedom. I thought that a certain person was going to show up. Guess what? Another person showed up, it was interesting. The niche I thought I was going to have for that message was completely different from the niche that actually showed up. So then, I went “Wow, this message is working”. This is the person and I started to owning it and bringing people in through the breakthrough marketing message. And that’s the big thing I really want to pass across to you is, a niche is important but it’s not as important as you think. The thing that’s more important, is understanding what your breakthrough idea is, and having multiple breakthrough ideas that penetrate, cut through and get your message to stick inside someone’s brain.
When you do it this way, what happens is, you don’t choose your niche, your niche chooses you. So what I teach is, I teach people:
- To do complete competitor analysis.
- I help them find the person that they want to serve
- We come up with a breakthrough marketing idea.
When you do this in depth, you know how your “Perfect Target Market” finishes the sentence:
“If only I could just [INSERT ENDING]”
If you craft your breakthrough marketing idea around that message, the right people will get attracted to it. And yes, you have to choose a person that you’re going to start serving, but it’s not as important as the message.
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Do what matters most and do it right now! Smash it!