How to finally niche (without leaving people out)

“I know I should be more narrow with my message.. I know I need to ‘niche down’ but I would be leaving people out!”

This is the age old issue emerging coaches, authors and entrepreneurs have isn’t it?

Everyone tells us we need to niche and focus.

We need to be clear about our target customers.

We see the benefits of niching..

But we. just. CAN’T.

Because if we niched down, then we’ll be burning a bunch of bridges, closing many doors — some of which we don’t even know exist yet — and leaving many people out.

How can we possibly make the definitive decision to say no to thousands, tens.. hundreds of thousands of future clients?

 

“What I have can help EVERYONE!”

Because of this inability to set our foot down and define our niche, we either never get started because of the overwhelming marketing avenues we can pursue,

OR

We decide to go broad and shot-gun our message — making it ambiguous. The result: our message turns into murmur that gets ignored in the sea of “marketing noise”.

Ironic isn’t it?

We want to help everyone!

But as the result, we end up helping no one.

 

Here’s the good news:

You don’t HAVE to close ANY doors, burn any bridges or leave anyone out (if you don’t want to)!

You can have it all!

But along with that.. here’s the bad news:

It’ll take some work, and it’ll require you to..

become curious in people

More curious than you’ve ever been before.

To illustrate the solution, let’s first take a look at the typical, non-persuasion-savvy emerging approach.

The typical approach: Go broad

Let’s say that you’re a WordPress expert and you have a weekend coaching program that you want to start offering.

The focus of your coaching program is to help people set up their website using WordPress.

Here are some of the topics you teach within your coaching package:

  • Registering for domain
  • Find a suitable hosting company
  • Create an e-store
  • Basic SEO
  • Selection of beautiful themes to use
  • Social media integration
  • Other basic WordPress related knowledge

To market this coaching program, you wrote out this promotional message:

Pretty standard right?

Pretty easily ignored right?

Now, let’s take a look at an alternative approach; the “niching-without-leaving-people-out” approach that allows you to attract 3x,5x, maybe even 10x more attention from the market.

 

3.5 Steps to the multi-segment approach:

Step 1: Identify most motivated segments of market

Step 2: Identify unique needs of each segment

Step 3: Explain and elaborate on how product features can fulfill the unique needs of each segment — create multiple messages

Bonus step: Identify 2nd, 3rd tier of most motivated segments and rinse / repeat steps 2-3
Let’s take a look at the process

 

Step 1: Identify most motivated segments of market

Instead of jumping out the gate, speaking broad and shotgunning your message. You did some preliminary research and you discovered that this WordPress Market is made up of many different types of people

Food bloggers, freelancers, travel bloggers, aspiring review site creators

Out of these segments, you realized that there are 3 that are especially active in the discussion boards.

  • Aspiring e-commerce entrepreneurs
  • Fashion bloggers
  • Freelance graphic designers

They ask a lot of questions and appears to have a strong motivation to getting their sites up and running.

(Note: there are many more factors to determining the “motivation” of a segment. But we’ll keep it simple for now)

 

Step 2: Identify unique needs of each segment

Digging into the questions, you realize that they are running into these WordPress and website related challenges

Segment 1: Aspiring E commerce entrepreneurs

This market segment is looking to start their first business online. To start a business, of course, they need a website! They have some money for starting-up, but they’re still cost-conscious. This is why they’re considering of starting a WordPress powered store, instead of spending $5,000 – $10,000 developing a website from scratch.

These are some of the specific questions and needs of this market:

  • “What is the best free, or low-cost WordPress themes to use for setting up an e-store?”
  • “How do I connect my e-store to credit card processing company and which company offers the best transaction rate?”
  • “How do I set up “e-mail capture” page for sending out future product promotions?”
  • “How to prevent site from crashing if there’s sudden a surge of visitors rushing to the site?”
  • “How do I secure the client data to prevent getting hacked.. or sued?”

 

Segment 2: Aspiring fashion bloggers

This aspiring fashion blogger segment is composed of 25-32 year olds that have been following the fashion trend, and now believes they have what it takes to create the next big fashion blog. The goal in their mind is to get as many people to visit as possible. This way, they can put product advertising on their website to start generating revenue from the site. Also, they hope to build out their fan-base and have people fans return to their blog on a daily, commenting on their posts

These are some of the specific questions and needs of this market:

  • “Which are some of the top minimalist-looking themes that are modern-looking and easy to navigate”
  • “What’s the best social-sharing plugin to use to increase the chances of visitors sharing my posts?”
  • “What’s the best way to encourage visitors to leave a comment?”
  • “Which is the best advertising network to partner with to start advertising on the blog?”
  • “How do I stay motivated and ensure that I post on a regular basis?”

 

Segment 3: Freelance graphic designers

This last segment of the market is freelancing graphic designers that are looking to put up their first website. Most of these designers finished college, worked at a job as a designer, felt that the “office” is not for them, and are now looking to start working for themselves. Their primary goal is to use the website to help them demonstrate their skills and attract new clients from their local area.

These are some of the specific questions and needs of this market:

  • “Being a designer, I’m quite picky about how I want the site to look. What are some highly-customizable themes to use that doesn’t require coding knowledge?”
  • “What’s the best plugin to use for displaying my portfolio? A standard page doesn’t do my work justice.”
  • “Basic local search-engine-optimization advice? I need to rank on Google for search phrases like “LA best graphic designer” and the like”
  • “What’s a good contact-form to use, so my potential clients can shoot me an e-mail right through my site?”

 

Step 3: Explain and elaborate on how product features can fulfill the unique needs of each segment — create multiple messages

In this step, the goal here is to explain what your features mean specifically to each segment. Relevancy is the KEY of the game!

Segment 1: Aspiring E commerce entrepreneurs.

With these questions and needs in mind:

  • “What is the best free, or low-cost WordPress themes to use for setting up an e-store?”
  • “How do I connect my e-store to credit card processing company and which company offers the best transaction rate?”
  • “How do I set up “e-mail capture” page for sending out future product promotions?”
  • “How to prevent site from crashing if there’s sudden a surge of visitors rushing to the site?”
  • “How do I secure the client data to prevent getting hacked.. or sued?”

The relevant message would look something like this:

Segment 2: Aspiring fashion bloggers

With these questions and needs in mind:

  • “Which are some of the top minimalist-looking themes that are modern-looking and easy to navigate”
  • “What’s the best social-sharing plugin to use to increase the chances of visitors sharing my posts?”
  • “What’s the best way to encourage visitors to leave a comment?”
  • “Which is the best advertising network to partner with to start advertising on the blog?”
  • “How do I stay motivated and ensure that I post on a regular basis?”

The relevant message would look something like this:

Segment 3: Freelance graphic designers

With these questions and needs in mind:

  • “Being a designer, I’m quite picky about how I want the site to look. What are some highly-customizable themes to use that doesn’t require coding knowledge?”
  • “What’s the best plugin to use for displaying my portfolio? A standard page doesn’t do my work justice.”
  • “Basic local search-engine-optimization advice? I need to rank on Google for search phrases like “LA best graphic designer” and the like”
  • “What’s a good contact-form to use, so my potential clients can shoot me an e-mail right through my site?”

The relevant message would look something like this:

Quick recap, these were the steps that we took for the multi-segment approach:

Step 1: Identify most motivated segments of market

Step 2: Identify unique needs of each segment

Step 3: Explain and elaborate on how product features can fulfill the unique needs of each segment — create multiple messages

Let’s step back for a moment and put the 2 approaches side by side and look at the differences in results.

 

First, the “go broad” approach — approach #1.

Put yourself inside the shoes of people from each one of these market segments.

  • Aspiring e-commerce entrepreneurs
  • Aspiring fashion blogger
  • Graphic designer

Take a look at the generic message:

How enticing is this message?
How relevant is this message to your needs?

On a scale of 1-10, how motivated would you be to click through to the enrollment page — or even pay any attention to the message?

Probably at a 2 or 3 — at most.. right?

Now let’s take a look at the multi-segment approach — approach #2.

First, put yourself into the shoes of an..

 

Aspiring e-commerce entrepreneur

You’ve been dreaming of starting your own online store for months now. You’ve done lots of research and planning, you’ve picked out the PERFECT product you want to start selling. But you’re getting stuck trying to decide on the best option for a hosting company, theme and plugins to purchase.

You’ve heard of many horror-stories about new e-stores with poor security getting hacked. This makes you a little reluctant to get your store online before learning the necessary techniques for preventing a breach.

Plus, there’s still a couple new “technologies” that you’re not yet familiar with; things like e-mail capture, automated follow up and payment processing.

All these factors cause you to be stuck in paralysis, not able to get your e-commerce store actually up and running.

You’re browsing around online one day and you come across this:

How much more enticing would this be to you in comparison to the generic message?

Infinitely more enticing right?

Next, put yourself inside the shoes of an..

 

Aspiring fashion blogger

You’ve had your eyes on the fashion-blogging community for over 6 years now. You’ve seen over the years how people with average-tastes in style have grown their blogs from scratch to the multi-million dollar level.

You see them receive endorsement deals from clothing companies. Their posts get thousands of comments from people all over the world — even on silly little OOTD posts!

They get paid, they get free clothes, they’re praised for their style AND they’re famous!

You know you have what it takes — in terms of taste — to compete with these top tier fashion bloggers. And lately, you noticed that you’ve been entertaining the thought of starting your own blog more and more.

Trouble is, you’ve seen your fellow fashionista friends try to start their own blog. But within 2 months, they’ve all given up. Because your fear of “failing” the same way, you procrastinate and put off the pursuit of this dream for later.

One day, you see this message pop up on your news-feed

How much more enticing would this be to you in comparison to the generic message?

Again, infinitely more enticing right?

Lastly, putting yourself into the shoes of a..

 

New freelance graphic designer

Transitioning from a job to being self employed is a process. You know you’re going to have to start working very differently.

You hear everyday from other freelancer that they get 50% of their work from clients finding their website through Google. And 50% of their clients find them through word-of-mouth. Since you’re just starting off freelancing, nobody knows you yet! That means that if you don’t have a website, the chances of you getting any clients is 0%!

The problem is, since you chose the path of being a graphic designer — not a web designer — you have no clue how to put up a site.

You’ve heard that WordPress is what everyone uses, and you’ve looked into it. But it all appears to be so overwhelming

Hosting? Domain? HTML? PHP?

Ack!

You need to get your site up — fast. You need it to look professional so your potential clients have a good impression of you before contacting you.

It needs to show off your portfolio and demonstrate your skills. And most importantly, it’s gotta attract clients and have them get in contact with you!

One day, your friend tags you in this post:

This second approach is much more enticing as you can start to see.

Since the messages are 100% relevant to the needs of the segments, they’re infinitely more enticing to them.

The key: Become RELEVANT to the needs of the market

What does your product or service mean to THEM — SPECIFICALLY?

You need to explain and elaborate on how the FEATURE of your product or service helps the market GAIN the specific benefits that THEY want.

Now let me answer the objection at this point:

 

“But I’ll be leaving people out if I use this multi-segment approach!”

This is where the “bonus step” comes in.

Bonus step: Identify 2nd, 3rd tier of most motivated segments and rinse / repeat steps 2-3

To recap,

Step 2: Identify unique needs of each segment

Step 3: Explain and elaborate on how product features can fulfill the unique needs of each segment — create multiple messages

Once you’ve created the custom tailored communication for your MOST motivated segments, you can go on to identify the second tier of most motivated segments.

These people may not be quite as motivated to work with you, but if the payoff is worth your time, then game on!

Go through steps 2 to identify their unique needs and then step 3; explain to them how your product (or service) fulfill those unique needs.

You can repeat this process as much as you like until slivers of segments that’s left is no longer worth your time and effort to pursue.

 

The steps 3.5 step multi-segmenting process:

Step 1: Identify most motivated segments of market

Step 2: Identify unique needs of each segment

Step 3: Explain and elaborate on how product features can fulfill the unique needs of each segment — create multiple messages

Bonus step: Identify 2nd, 3rd tier of most motivated segments and rinse / repeat steps 2-3

 

Here are the 2 key takeaways

1. Pursue the most motivated, most qualified segment of market first
Not all prospects are created equal. Better to speak directly to the people that are motivated to work with you, rather than wasting time trying to communicate with the “masses” that may or may NOT care about your offer.

2. Communicate accordingly
Your product or service can stay as it is, but the way you communicate the VALUE of it must be custom tailored to meet the needs of the unique segments.








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