I have also spent hours speaking with folks about “niching”. And one thing has become apparent to me.
“Niche” as an “artificial” construct is derailing the REAL work we need to do to get clear for our business, to define our message that will DRIVE us to do what MATTERS.
“Niching” without a deeper foundation is just busy work.
Worse than the busy work of implementing some marketing tactics because it gives you the ILLUSION of clarity and send you down the rabbit hole of building a business around something that does not resonate with you.
Here is the I AM REALLY PISSED bit
I was talking to a health coach who is taking a very popular “$3,997-ish business program for holistic practitioner” (Am I stepping on some toes here?)
(Note – I am quite angry here, and the anger is not a judgment of the action or decision of this coach. I respect where she is at and I think her story illustrates a deeper problem – aka the kool-aid we got fed – that I am seeing over and over again.)
She was 3 months into the program, and she told me she was struggling with her elevator speech. I asked her – what’s your niche, what you do for them and how you do it?
(Assuming if she’s been in a “business training” program for a couple of months, she would know the answer before being sent into doing the elevator speech exercise…)
She has a very strong conviction about her mission – which is awesome. But 3 months into the program and she can’t articulate her unique positioning, what she delivers for her clients and how she deploys her magic sauce??!
Apparently, her coach just told her she was not telling the “benefits” in her elevator speech and leave it at that. Leaving this woman, with a FIRE in her belly and a life-long mission in her heart, feeling incompetent.
3 months in, dude, and you are still skimming the surface?
That, PISSES ME OFF.
(*If your experience with these $1,997, $2,997, $3,997 programs has pissed you off, I have a special offer for you at the end of this article.)
How can you craft an “elevator speech” and deliver it confidently and convincingly if you don’t even know the very basics that DRIVES you and your business??!
Trying to craft an elevator speech (or whatever fancy schmancy name they call it) without understanding the purpose, drive, beliefs, conviction, superpowers etc. behind the person delivering the speech is a losing battle.
Assuming the 10-minute of fame in a group coaching call can hand you a bunch of words you can regurgitate and magically sell something is just wishful thinking.
Are you going to let someone else’s “what something should look like” make you feel incompetent because it doesn’t gel with the way YOU roll?
Can you stop making yourself wrong for being YOU?
She then told me she was going to do a survey with a list of 70 people who, half of which, are not her ideal clients.
You are asking people who are not even going to pay you for your stuff what you SHOULD be doing – before you are clear what YOU WANT to be doing??!
Are you really going to let “other people’s worldview” drive your life’s mission??!
Frankly, I don’t think it’s her idea to do a survey. Someone told her to do so without understanding where exactly she is at, and the quality of her list.
In a way, I am glad she doesn’t have an elevator speech yet because at least she is not under the illusion that she got it “figured out” but in reality, the business is built on quick sand.
My Niche Confession
I did NOT start with a “niche” when I created Business Soulwork. I stopped giving a f*ck to what those “gurus” say. Or the “right way” to do things.
I didn’t go about finding this thing called the “Maverick Entrepreneurs” and do a bunch of research and survey to see if they want some iconoclastic skin-head chick to tell them the programs and trainings they paid $1,997 for are actually derailing them.
I created Business Soulwork because I HAVE to. I have a CONVICTION. I give a SH*T for my ART. It is in my GUTS and I had to do it.
This CONVICTION is my foundation. From there I crafted my message – from MY point of view, not other people’s worldview from research and survey.
(I gotta say, I am pretty one of a kind. So take it or leave it.)
Only after I felt solid from the inside and created things that I felt good about with this new clarity (it took a few months, and a LOT being a heap of tears on the floor), then I put this message through the grinder to make marketing sausage.
I reverse-engineered my “niche” in the “marketing sense” from the stuff I was already creating that is TRUE for ME.
Screw “Defining Your Niche” as some marketing exercise you do because you paid $1,997 for a training. Don’t give a f*ck about “other people’s worldview.”
Let your niche EMERGE from the message that is already alive and on FIRE in your HEART and GUTS.
When you nail that message, and do the inner work to remove your mindset gunk to create a clean path for it to emerge and for your to CLAIM IT – because it’s no good if you can’t OWN IT and just keep it between you and your cat – you don’t have to force yourself into anyone’s marketing box.
You can make yourself the niche, if this is how it has to go down. Permission granted to toss out the “niche menu”.
Can you please stop letting other people’s idea about marketing to derail YOU from your life’s mission?
The first step to clarity is stillness. Go within, muster up the GUTS, CLAIM your big-ass vision.
When you get to the bottom of it and find YOUR passion and vision, you will also nail that CONVICTION from the GUTS that leads to COMMITMENT, which fuels the GUMPTION to “stick with it” and make it happen.
It is not an easy task to get to that place of ultra-clarity, then formulate it into an Identity you can claim and translate it into marketing communication that sells while allowing all of your individuality and personality to shine through.
It took me 12 months and a 5-figure private coaching program to dig myself out of jail. I want to make it happen for you in 60 days, for less than $800.
Are you game?
>> Check out the brand new NAIL YOUR MESSAGE Private VIP Intensive <<
* If you have taken some $1,997, $2,997, $3,997 that pissed you off because you didn’t get what you need and even worse, felt like “there must be something wrong with you” because you didn’t get the results as advertised… let’s make it right for you.
Send me an email and tell me what training(s)you took and why it (or they!) pissed you off. If your reason is legit (not like, I bought the program, didn’t do sh*t and didn’t get results; or do any kind of blame game/victim BS) I will give you a coupon code to knock another $100 off the already ridiculously low pilot program pricing for the NAIL YOUR MESSAGE Private VIP Intensive.
>> Join this Nail Your Message 60-Day Experience <<