Confused…frustrated…going crazy trying to figure out just whom you’re supposed to be targeting in your business?
If so, you’re not alone.
Thousands of experts in every industry struggle with the question every day. They want to move ahead in their businesses, but feel trapped, constantly going back and forth with options and ceaselessly asking themselves, “Who, exactly, is my market?”
In today’s episode of Six-Figure Expert TV, we put an end to this dilemma and we do it with two simple steps anyone can follow.
Question of the Day
This week, I want to know where in the world you would go if you could go anywhere in the world. Let us all know in the comments below!
Hello and welcome to another episode of Six-Figure Expert TV. As always, I’m your host, Jason Gracia, and, home from Europe, I’m ready to get back into the swing of things and help you grow your online brand and business.
Europe, as always, was amazing.
As a history lover, I loved the history, especially Franklin’s house in London, which, if you’re wondering, you can now tour. Last time I visited, I had to settle for sitting on the stoop out front.
(If you watched the episode about my completely normal fascination with Ben Franklin, you understand why this was the highlight of the trip.)
Throw in the people, the food, and the desserts (I also love desserts), and you’ve got yourself the perfect vacation.
But now it’s back to work.
Today I’m going to put your mind at ease and answer one of the most common questions among experts: To focus on a narrow group of people or to go broad.
In other words, to niche or not to niche.
I’ve seen this dilemma keep a lot of experts from ever getting started and I’ve seen it trip up experts who are already online, making them question their choices and second-guess everything they do. They get trapped and confused and stressed and stuck.
Well, today we do away with all that, and we do it with some unexpected advice.
The Perks of Narrow Focus
I get it.
Focusing on a narrower and narrower crowd has its benefits.
The more specific you are in calling out your market, the more likely they are to listen; it’s the difference between yelling, “Hey, you!” in a crowded room and yelling, “Hey, John Baxter with the red shoes and purple pants.” Without question, John is going to pay attention.
And, so, many gurus will tell you to get specific, to narrow down by gender, age, income, interests…demographics, psychographics, geographics.
But along with the perks are the drawbacks.
- First, the hesitation to start. People get so wrapped up in targeting just the right market that they never actually begin. They just keep analyzing the options, stuck in a mental loop.
- Second, the inability to move forward. Experts who actually do get things launched are no better off when they run into this dilemma. I know many online who started but can’t move forward because they’re still struggling to choose the perfect target market. They have great ideas, but they’re nothing ever comes of them.
- Third, the missed opportunity. When you cut people out of your audience, you cut their people out as well. Bob might not have been your ideal customer, but you never know who Bob might have shared your post or video with. This makes sense because the cost of adding an additional follower or subscriber is virtually zero, so you can afford to have Bob on your list.
- Fourth, the wrong choice. You may choose a market that seems to fit you best, say young mothers who work from home, but what if you’re wrong? What if you actually work best with single fathers who work full time? You’d never know. By diving into one segment, you eliminate the chance to work with others.
- Fifth, the mental stress. When I work with experts who are struggling with choosing the right audience, the stress and the tension are palpable. They just want to go, but they can’t. They’re trapped. They constantly go back and forth between options, driving themselves crazy and never moving forward.
So, there are pros and cons to each, but what it really comes down to is this: you don’t need to choose a narrow niche.
You can succeed with a broad market.
I’m living proof. My first business targeted people who wanted to improve their lives. Men and women, young and old. That’s it.
The second, this one, targets experts who want to grow their brands and businesses. A little narrower, but still relatively wide open.
And I’m not the only one. Countless experts have succeeded with loose parameters of their ideal audience. They simply put their material out there and let the right people come to them.
My Two-Step Advice
So, here’s my advice. I want you to get those benefits of focusing on a specific market, but I also want you to avoid the headaches and heartaches of struggling to find just the right person to speak to.
Step 1: Don’t worry about it—at first. Just get a general idea of the type of people you want to reach and then get your material out there.
Step 2: Then, as you go, you’ll learn through firsthand experience, who your ideal people are.
You’ll figure out which type of people get the most out of your information, which type are willing and able to pay for what you have, which type bring you the most joy.
Too many experts try to think their way through it. Don’t. Just get started, if you haven’t already, and adjust as you go.
Your business, and your brain, will thank you for it.
As we wrap up, I have a simple Question of the Day: If you could go anywhere in the world, all expenses paid, where would it be? Let us know in the comments below.
If you liked today’s episode, you can spread the word using the share buttons below and, if you’re not already a member and would like updates about future episodes, along with a free copy of the Six-Figure Formula, you can sign up at the top of this page, or click the banner below.
If you’re watching on YouTube, the links in the show notes will bring you to the right place.
It’s great to be back with you, and, as always, I thank you so much for watching. Believe it or not, I’m actually starting to get emails about how great you guys all are—not me—about how insightful the comments are and how helpful everyone is. You guys are amazing, so I thank you.
Until next time, take care.