Day #1 - Who You Serve
Welcome to Day 1 of The Niche Challenge!
Today's lesson is all about WHO you serve.
Why is this important? Because if you're not clear on who you serve, you won't know where to find clients. And you won't know how to create marketing that draws them in.
A lot of people recommend creating a "customer avatar" for this step - basically a fictional character that represents who you serve. For example, you could say "This is Susie. She's a 34 year old mom who lives in Atlanta and loves to golf, etc."
We're not going to take this approach. Susie isn't real and that's what makes customer avatars risky. Unless you've been in business successful for many years, you just don't have enough information do this exercise accurately.
Instead, what I want you to do is use ACTUAL, real-life people to get clear on who you serve.
You have two options here.
1. If you have experience working with paid coaching clients that you love, we're going to try to multiply those people.
2. If you're just starting out - no worries. We're going to use a former version of you to figure out who you can best serve.
Now let's try to identify who your S.T.A.R. clients are.
There are 4 attributes that make up a S.T.A.R. client:
S - Similar to you
T - Testimonials (i.e. they've given you great testimonials)
A - Able to pay
R - Ready to start
If you've ever worked with someone who checked off all 4 of those boxes, that person is a S.T.A.R. client. Write down the names of any client who qualifies.
And if you're just getting started, you only need to focus on the last two attributes: able to pay and ready to start. When in your life would past you have been willing and able to pay to get coached by present you? When were you trying to achieve something big, experiencing pain or frustration, and hungry for change? Write down when in your life that was.
Stop and do this exercise before you keep reading.
Okay, so now that you have one or more REAL people in mind, we're going to try to find out how to refer to them in a way that they will recognize.
What label or labels could you use to categorize this type of person?
Examples include: women, 30-somethings, coaches, entrepreneurs, leaders, dads, etc.
Please do not try to get clever here and create your own term, like "trailblazing pathfinders" or "spirit-driven people."
We're looking for labels that are verifiable - meaning that this person would know for sure whether they fit your label. There's no ambiguity. When in doubt, use the label that your S.T.A.R. clients (or former you) would use to describe themselves.
Okay. At this point you should have a list of names and a list of labels that you're trying to narrow down.
If you're having trouble landing on the key label(s) that will represent who you serve, then use these two prompts to inform your decision:
1. Who do you most want to be a hero to? These are the people who you are passionate about helping and who you have empathy for.
2. What types of people already come to you for advice? These are the people who you have access to and who already see you as an authority.
The key thing to remember here is that you can still take on whatever clients you want. If you meet someone at an event or they are referred to you, and you really want to work with them, then feel free. You've already gotten their attention so you don't need marketing - you can just communicate with them one-to-one, based on what you know about them.
The reason we want to get specific about who we serve is so that we know where to look and we know how to draw people in. Your niche is something you can use for your "one-to-many" communications. If we don't get specific with this type of marketing then our message won't resonate with anyone.
Action item: Take a couple of minutes and write down who you serve. We'll have a chance to revisit this later in the challenge when you put all the different components together.