💡 Niche Down Some More (Issue #106)
Focus, focus, focus
“In our desire to please everyone, it’s very easy to end up being invisible or mediocre.”
— Seth Godin
As lifestyle business owners, we are fortunate to build solopreneur businesses focused on supporting us and our families. We desire to create businesses that replace our employed income. That’s it! We are not trying to become billionaires.
Therefore, you don’t need billions, or even millions, of customers. You may not even need thousands of customers. I know some solopreneur business owners who do quite well servicing a handful of clients yearly.
Now, the biggest challenge in this modern world of online marketing and advertising is getting noticed. It’s hard to be heard with a massive stream of competing posts on social media. So, if you have a business that sounds just like every other business in your space, it will be difficult to stand out.
That is why you have to resist the urge to be all things to all people in an attempt to attract as many customers as possible. You don’t need as many customers as possible! You need the right customers who want exactly what you offer because it uniquely speaks to them.
For example, I could be a generic career coach helping anyone on this planet of any age or background land any kind of job. But how would I stand out from the thousands and thousands of other career coaches out there?
So, I had to narrow down how I talk about myself, the articles I write, and the people I meet.
More specifically, I mostly work with people in the tech industry.
Even more specifically, I work best with folks in UX and Product Management.
Going a level deeper, I tend to work with UX and PM people who have 10-20 years of experience and have had success in their careers but now have hit a wall (e.g., finding it harder to get promoted and land new jobs).
It is much the same with my business coaching. I don’t coach any kind of business owner.
More specifically, I mostly work with solopreneurs.
Even more specifically, I work best with solopreneurs who have online, location-independent businesses.
Going a level deeper, I tend to work with solopreneurs who are creating a lifestyle business to escape a 9-5 job. They’re more interested in freedom than becoming exceedingly wealthy.
So, leave a comment here or post in the Discord community. What is your customer niche? Let’s discuss how you might narrow down further to improve your marketing and attract the right people!
I’m Larry Cornett, a Freedom Coach who works with you to optimize your career, business, and life. My mission is to help you become a more "Invincible You" so you can live your life on your terms instead of being controlled by someone else's rules. I live in Northern California near Lake Tahoe with my wife and our Great Dane.
100% yes. While I've been doing my work for a while in other capacities, I realize I need to niche down further to 1) be able to realistically manage my work as a solopreneur, and 2) hone my message to get noticed (there's so much noise!).