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What is a “Niche”?

noun
denoting or relating to products, services, or interests that appeal to a small, specialized section of the population.

Most people hear the word niche and cringe.

1. They think it means they have to make less money.
2 They get overwhelmed about refining their audience down to a niche because it seems too complicated.
3. They ignore doing it and as a result, their business suffers.

I’m going to show you how niches:

1. Actually help your business make more money.
2. How to break it down into a simple and powerful formula so that it’s not overwhelming.
3. Why you should stop ignoring it TODAY because it will help your business grow more effortlessly

First of all, we need to talk about how each business is like a pipe.

If everything is setup correctly, customers will flow (like water) from one side to the other. If you are having a hard time getting customers to flow from the top to the bottom, you might have one of these issues.

A Clog- You are offering too many options. You are saying too many things. Something about what you’re saying is causing your customers to feel overwhelmed. Even though they think you have what they want, they can’t navigate through all the noise to feel confident enough to actually make the purchase.

Rust- You’re doing things the old way and haven’t innovated enough to keep up with what is in demand now. You might be using a dated website, language or even ideology that your target audience is no longer interested in. Basically, what worked before isn’t working anymore.

A Leak- You’re missing crucial information about your target audience and it’s causing you to miss the mark when it comes to attracting them, getting them to understand what you’re offering or why it would be valuable to them. It might be that you’re attracting the wrong people or providing the wrong product. Basically, you’re missing the mark and it’s causing you to lose money.

This course will help you aid all of those issues if you have them. It will especially focus on fixing the leak that is causing you to attract the wrong people or offer the wrong product.

So let’s get started.

How Niches Help You Make More Money/ Are More Liquid.

Consumers are more spoiled due to the internet and they are craving more and more personalized experiences. Before the internet, most companies had to guess with way less detailed information how to sell their products. And back then, that worked! There was still enough room in the market. It was okay to be generic. Especially since many 20th century products were still being invented and perfected.i.e. the toaster, washing machine, soda, chips, etc. The market was exploding with new products that everyone could use.

But now people are conditioned from the generations of traditional marketing and generic products. We have the soda. We have the chips. We have the internet. We have access to endless amounts of information to keep us busy.

We’re bored. Especially of the generic stuff. Our attention spans are depleting and we are all searching for something that is going to feel customized.

That’s your job. That’s how you get the internet to wake up and pay attention to you.

You have to create a customized experience. You have to sell customized content and you have to market it to a customized audience. That’s what this course is all about.

I’m just giving you more context as to why niche markets are more important than ever before. The internet has create bundles and bundles of niche clusters. There are people with common interests that you’d never imagine.

Vintage Zipper Collectors- A tribe that collects and trades vintage zippers on ebay

Insane Clown Posse- A tribe that wears dramatic clown makeup and meets up at concerts

Bone Carvers- A tribe that carves unique animal bones for artwork

All of these niches attract each other through the internet and each one is a micro-economy. The zipper collectors trade zippers. The clowns sell concert tickets and makeup. The bone carvers sell carving tools and bones.

It would’ve made no sense to buy a generic TV ad space for bone carving knifes. But on the internet, it makes total sense.

What does all of this mean for you?

It means that if your “niche” or target audience is something that only includes vague adjectives like “creative” or “passionate”, then you need an upgrade.

You have space. Use it. Get more specific. Think about descriptive, thoughtful and resonating adjectives. Use words that provoke an emotion. Use more explanatory descriptions.

I will help you with this.

I’m going to be giving you the formula I use to create resonating and gripping niche descriptions that can attract your ideal customers to your business and brand from a mile away.

Before we go into that, I just want to show you how powerful understanding this distinction is and how it will help you get more customers.

I’m going to tell you a story.

I knew a woman who taught photography classes online. She was upset because nobody was signing up. She asked me for advice.

Do you have a niche? I asked.

She said “Well. Not really. What do you mean?”

I said “Do you have a customized audience who would appreciate your classes? Like beginners or bloggers?”

She said, “Well no. I don’t want to do that because it might scare some people off. I want to appeal to everyone.”

“But appealing to every one is appealing no one.” I said.

“Try changing your ad to target people who want to take better photographs for their blogs.”

She was hesitant but she tried. After a week I contacted her to see how it was going.

“Any bites?” I said.

She said “No. I knew this would scare people off. I think I’m going to change it.”

“Thats a good idea” I said. “Make it more specific”

“What!” She shrieked. “You already made me make it specific, and it didn’t work!”

“Just try it one more time. Say that it’s a course for food bloggers who want more stunning photos of food on their blog.”

At this point she was really annoyed with me, so I offered to buy the ad for her. She had to change some of the pictures and the wording around.

We waited.

One week later, I got a call.

“OMG. Alex, the ad you ran got me 16 new customers!”

I share this story with you because it’s a perfect example of how so many creative entrepreneurs miss out on so much business from being afraid to get specific.

I always try to be as specific as possible. As for my friend, they were a little disappointed that her ad was more specific than the course. So you want to make sure when you’re specific, everything lines up. One student asked even asker her if she could make a course about taking photos of desserts only.

The Moral Of The Story:

Don’t be afraid to be specific. Be afraid to be generic.

Focus on ringing bells. When I say “ring bells” I mean, use words and sentences that make people remember you. Make something go off in their brain. It doesn’t even have to apply to them, but it can still ring a bell. For example….

My tagline could be:

“I help creative entrepreneurs.” but it doesn’t ring bells. If you see that, you’ll probably scroll right past it.

“I help creative entrepreneurs build more freedom and automation in their businesses.” rings bells and I don’t even say that until I get your email address.

Before that, you’ll hear me say things like “I work with creative entrepreneurs who like reading books and drinking tea.”

That never gets a boring reaction. People either laugh or yell out “OMG! That’s me!”. Now that person will never forget me and even if they don’t like reading books and drinking tea (which is insane) then they might bring me up to a friend who does.

The point is. It rings bells. You need to ring bells.

Next, we are going to move on to my unique niche formula that I use to always get a tagline that rings bells and wakes your audience up.