“When everyone is zigging, ZAG”

 One of the first things we all hear when we start a business is:

 “You have to niche down” 

 While I do believe everyone should have a clear vertical, I want to make the case for why there is an inherent danger in blindly following this piece of advice and why this may be the reason you are struggling to grow your audience and your creator business.

How many struggling business, life, fitness, relationship, and mindset creators who all sound and look alike do you know?

A ton right? 

They all niched down.

And by default, they are all now competing with each other.

What most creators don’t understand is that traditional niching down leads to blending in.

When people niche down, they tend to model other niche participants' offers, communication styles, biz models, etc. 

Soon enough everyone looks, sounds, and acts the same.

"Another one of those" - People say.

When everyone is "another one of those..." the question "why should I do business with you?" becomes hard to answer.

When this happens, the lowest price becomes the answer.

So with this in mind what should you do?

Find a way to stand out by creating a niche within a niche.

A sub-niche without competition.

You want to do this both at the brand and offer level.

How?

By:

• Understanding that YOU are the unique differentiator in your business 
• Amplifying your unique journey, stories, quirks, and insights
• Creating an offer that stands out, not “another one of those”
• Packaging your offer in a way that positions it for success
  
  

Real-Life Examples

Ellina

When I started working with Ellina, she was working a 9-5 that she had outgrown. She wanted to get into coaching and reached out for help. Her niche at the time was life coaching. Through the process of working together, we realized that she had an affinity for spirituality, mindfulness, and psychology. With this in mind, we built a 1-of-a-kind offer called Conscious Life Design. 

She started to amplify her uniqueness by sharing information related to the things that she was naturally drawn to. Things like Allan Watts, consciousness, and djing. Yes djing (Ellina is a bit of a rockstar once the sun goes down) Within a couple of weeks of launching her offer, Ellina enrolled her first client, and not long after she hit her first $10k month. Today Ellina coaches full-time, has an epically authentic brand, and attracts clients that want to work with her and whom she enjoys working with. You can check out Ellina’s story here.

Alex

When I first met Alex, he was 21 and had amassed a pretty large following on social media. He was selling 1-1 coaching sessions for $30/session and making less than $1000/m. The first thing we did with Alex was dive deep into the people he was already helping to see the different reasons they were coming to him for help. Based on this information we built a unique offer called Create Your Reality. 

We priced this offer at $2500 and got to work. Within his first month of launching this offer Alex made $20,000+ and is now consistently crushing $30k+/months. The key to Alex’s rapid success lies in the positioning of his offer. He went from being a life coach to selling Create Your Reality - a one of a kind life coaching experience that could not be compared to anything in the marketplace. He created a niche within a niche in which there was 0 competition. You can check out Alex’s story here.