S1, E2: The Myths About Niching Down And Why You Should Create An Ideal Client Instead

You might have heard that niching down is the key to business success. However, as with all things, the truth is far more complex. Instead of focusing on niching down, you will find more value in visualizing your ideal client and focusing your efforts on them. Placing yourself in your audience's shoes empowers you to create more value for your ideal client. In the second episode of The Limitless Podcast, we dive in on the truth about building your business around a niche. We talk about how the term "niche" takes the aspect of humanity away and why using "ideal client" will serve you more. We share how to develop your ideal audience with clarity and how it can empower your business. Through this episode, you can avoid the common pitfalls in niching down and start making a bigger impact.

If you want to learn how to create your ideal client, this episode is for you!

Here are three reasons why you should listen to this episode:

1. Learn the critical things to think about when visualizing your ideal client.
2. Find out why you (and your brand) don’t need to appeal to everyone.
3. Discover how to connect with your audience and clientele.

Resources

• Join the Social Expansion 6-week group course and learn how to break free from Instagram burnout and speed up community growth!
• Sign up for Jamie’s 3 Steps to 30 Days of Content FREE MINI-COURSE today! 
• Connect with Jamie on Instagram, @jamieratermann, and Twitter, @jamieratermann
• Connect with Jamie on Linkedin: Jamie Ratermann

Episode Highlights [04:08] Using the Term “Niche”

• Many people say that choosing a niche is the key indicator to content creation success.
• The term “niche” takes humanity away.
• The goal of creating a business or content is to help other humans.
• Instead of "niche," you can use the terms "ideal client" or "target audience."

Jamie: “Especially if you are a small business or solopreneur, you want to make sure that the choice of your ideal client and how you create them is going to be an empowering process, not only for your offers but also your content.”

[05:39] The Concept of a Niche

• You have to create content with a specific person in mind.
• Who can you help the most? Who is going to be most excited about your product or service?
• Visualize your ideal client in their day-to-day, and identify how to create an intimate connection with them.
• You can create potent, compelling, and converting content when you have a person in mind.

• The goal of creating content is to allow somebody to feel seen and heard.

[07:04] Creating an Ideal Client

• Give your ideal client a name as if they were an imaginary friend. Have regular conversations with them on what guidance you can give them.

• Start with demographics.
• Knowing how much they make is also important. But it’s crucial not to get too hung up on it.
• Having an idea of your ideal client’s salary range will help you understand what they can afford and be willing to spend on.
• The most important thing is knowing their behavior. What happens in their daily lives? Then, think about the challenges they face that you can uniquely solve.

[12:29] Two Types of Ideal Client Pain Point

• There are external and internal client pain points you alone can address.
• As a business coach, Jamie helps clients externally by growing their audience and wealth and internally with imposter syndrome and burnout.

Jamie: “So all of this is a part of really getting to create your ideal client, not finding them — you create them. You create this persona so that you can have them in mind.”

[14:13] Wanting to be for Everyone

• There are some common objections against creating an ideal client. The most common is wanting to be for everyone.
• The idea of wanting to be for everyone comes from a form of scarcity.

Jamie: “Within a business, if you want to be for everyone, you are thinking that that tactic or that mindset is going to allow you to make the most money — the opposite is true.”

• Declaring your presence is not a way to connect with someone at a party. It's better to find something people find relatable to create a connection they'll remember.
• You are not for everyone. It's best to be there for people who are ready and excited to connect with you.

[17:46] The Worry about “Niching Down”

• It’s the idea that you will ostracize another group that you can also help.
• Keep in mind that there will be different versions of the ideal client you create.
• Each of us is a multi-level, multi-passionate, and ever-growing person.
• Defining a person means knowing their behavior and understanding that they will work through many stages.
• Create different versions of your ideal client with the vision that you can be on the entire journey with them.

[20:07 Primary and Secondary Audience

• Do five content pillars whenever you’re creating your content strategy.
• The three content pillars must go to the money-making and loyal client. One of the other content pillars must go to the audience that might buy from you.
• It helps to have a primary and secondary audience.
• The fifth pillar should be your story — the person behind the business.
• All your content pillars must create a ripple effect for you and your ideal client.

[23:48] Common Realizations Upon Creating an Ideal Client

• Your ideal client may likely be a previous version of yourself.
• It’s a beautiful goal to help your ideal client get to where you’re at faster by sharing your own experiences.
• Defining your ideal client sets a preference for who you would like to continue working with.
• It’s setting a boundary for yourself and a better future for your business.

[27:54] Common Pitfalls in Creating a Niche

• Number one is the notion that you should niche down to one type of content or one thing you’re good at.
• Focusing on doing only one thing is zapping. You are a multi-passionate human who has more than one thing to give.
• Content creation is an energy exchange. You will know when someone gets lit up by the content they make versus just pushing stuff out.
• YOU are a significant factor in creating your ideal audience.
• Resentment comes up when your audience does not respond in the way you want to. You have to know the people that you help intimately to make adjustments.

[33:27] Why Creating an Ideal Client Empowers you

• Call your ideal client, content pillars, and your story your marketing master core. These brand cores are always developing.
• Create strong relationships, feel energized by your content, and realize you are a creative visionary.
• Social media is a gift that allows us to connect with people we can help most.
• Having an ideal client allows you to be more creative, create excitement, and build loyalty.
• The goal is to create a community around the impact you want to make.

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