0:02 picking a niche can be both the best and
0:04 worst thing that you do for your
0:05 business on the one hand it's the
0:07 quickest way to build an audience
0:09 attract clients and make a ton of
0:10 money in the short term but if you're
0:12 not careful it's often the quickest way
0:14 to kill your business in the long term
0:16 especially for a lot of creatives where
0:18 picking a niche and putting yourself in
0:20 this tiny little box just leaves you
0:23 feeling bored burnt out and unfulfilled
0:24 and so how do you position yourself as
0:26 the expert and make it easier to attract
0:28 clients without feeling like you're
0:30 stuck in a box that you will never get
0:32 out of well it is possible because I've
0:34 done it and so in this video I want to
0:37 show you exactly how I found my Niche or
0:38 in other words the thing that I did
0:40 better than anybody else that allowed me
0:42 to charge a premium for my web design
0:45 services and then how I grew out of this
0:47 Niche and expanded my business without
0:49 losing my original audience and having
0:51 to start all over again from scratch and
0:53 so to start off there is a reason that
0:54 every expert out there is shouting at
0:57 you to Niche Niche Niche the more
0:58 specific you are about the value you
1:00 provide in the audience you serve the
1:02 easier it is to grow an audience and
1:05 attract clients for example let's say
1:07 you are a wedding photographer looking
1:09 for a web designer to revamp your
1:10 website you're not just looking for the
1:13 budget option you're ready to invest in
1:14 an expert that's going to help you get
1:16 results so you start looking for someone
1:18 to help you and you come across three
1:20 options first you have someone over here
1:22 who is a generalist they offer
1:24 everything web design logo design
1:26 animation video editing social media
1:28 management whatever it is they do it
1:31 then person number two they just offer
1:33 web design they specialize in this one
1:36 thing and then person number three over
1:38 here is also a web designer but they
1:40 specialize in building websites for
1:42 wedding photographers and so which one
1:45 is this client choosing well the obvious
1:47 option is going to be number three the
1:49 person who specializes in building
1:51 websites for wedding photographers by
1:53 niching down this web design over here
1:55 has made themselves a no-brainer option
1:57 for this client making it not only
1:59 easier to attract more clients like this
2:01 but easier to charge more for their
2:02 services because the perceived
2:04 likelihood of this type of client
2:06 getting the results they want if they
2:08 choose this person is higher and so for
2:10 your business and for making the most
2:12 amount of money possible being this
2:14 specialist over here instead of the
2:16 generalist over here makes a lot of
2:19 sense but there are two massive mistakes
2:20 when trying to pick a niche that set you
2:23 up to fail in the long term number one
2:25 is niching down too quickly I speak to a
2:26 lot of people who are trying to launch
2:28 their business and they're stuck because
2:29 they just haven't figured out what their
2:31 niche be yet but for your Niche to
2:34 really serve you it has to do two things
2:36 it needs to be something that you enjoy
2:38 and you want to do and there has to be a
2:40 demand for this thing you need to have
2:42 an audience that are interested and need
2:44 what you're offering and so actually the
2:45 best way to find your Niche is to start
2:47 Broad and explore a little at first
2:49 explore your interest explore what works
2:51 with your audience and then slowly
2:53 narrow this down over time for example I
2:55 was running a live Workshop the other
2:57 day around building your business
2:58 through content and one of the
2:59 participants shared with me that they
3:01 they are a web designer and their
3:03 current Niche was electricians and they
3:05 found this Niche because they built a
3:07 website for an electrician who then
3:09 referred them to a bunch of other
3:10 business owners and found that there was
3:13 a demand for this service and so what
3:14 this person did here is a perfect
3:16 example of how you can find your Niche
3:19 he worked with a client did a great job
3:21 and then got a bunch of referrals from
3:23 similar clients and if he had really
3:25 enjoyed working with this client and
3:27 loved this project then I would tell him
3:29 to absolutely lean into this and pursue
3:31 that opportunity build out your offer
3:34 build out your portfolio around this
3:36 industry and use that to charge more as
3:39 a specialist for this type of client but
3:40 the problem that this guy was having was
3:42 that this wasn't necessarily a project
3:44 he enjoyed or a niche that he was really
3:46 excited about and so it's really good to
3:47 look at the market and see where the
3:49 demand is but if you don't want to be
3:51 stuck making websites for this one type
3:53 of client and it's going to suck all the
3:56 joy out of your work then do not do it
3:58 it might make you more money in the
3:59 short term but you're the one that has
4:01 to work on this day in and day out and
4:03 if you're not enjoying it you're not
4:05 excited about it then it's not
4:07 sustainable in the long term and it's
4:09 really not worth it and so my advice to
4:10 him was take all the work you can get
4:12 from these referrals behind the scenes
4:15 but don't Niche down in public just yet
4:16 only put out the work and portfolio
4:18 examples that you enjoy and you want to
4:21 do more of and there are other audiences
4:23 and other ways to specialize and you
4:25 don't have to get stuck in the first
4:27 Niche that you fall into which brings me
4:29 nicely into the second mistake that
4:31 people make so mistake number two is
4:32 thinking that there's only one way to
4:35 Niche down for most people when they
4:36 hear the word Niche they think that this
4:39 means Service Plus industry for example
4:41 they pick a service like web design then
4:44 they pick a smaller audience or industry
4:46 within this so for example web design
4:49 for Real Estate but this is just one way
4:51 of niching down there are a hundred
4:52 other things that you can become known
4:54 for and hundred other ways to set
4:57 yourself apart as the expert so you can
5:00 Niche buy service and Industry but you
5:02 can also Niche down by Design style
5:05 skill or specific knowledge by the
5:08 problem that you solve for example just
5:10 building High converting landing pages
5:12 or how you structure your offer so for
5:14 example website in a day for example at
5:16 the beginning of my web design business
5:18 I had no Niche I was just trying to find
5:20 any type of client and so I was focusing
5:22 all my attention at getting really good
5:24 at building websites I cared about
5:26 getting results for my clients and doing
5:28 a good job and so I was just learning
5:30 everything I could and then sharing what
5:32 I was learning with my audience and as I
5:34 was learning I then became obsessed with
5:37 sales psychology and copywriting and
5:39 this was something that really excited
5:41 me and I leaned into this a lot to
5:43 improve my services and the results that
5:45 I got my clients and after a while when
5:47 clients came to me they would all say
5:49 something like I saw your content I
5:51 loved your approach around storytelling
5:53 and crafting messaging to connect with
5:56 your customers and so I leaned into my
5:58 interest and I became known for my
6:00 unique approach to to web design through
6:03 storytelling and sales psychology this
6:05 was what set me apart and I only had to
6:07 be good at this one thing I didn't have
6:09 to be the best at everything my design
6:11 style wasn't the best visually there are
6:13 better web designers out there I didn't
6:15 specialize in a specific audience or
6:17 industry but I was really good at
6:20 crafting messaging that converts and
6:22 that was my Unique Edge over other web
6:24 designers so whatever it is you just
6:25 want to focus all your energy on
6:27 improving your skills and the results
6:28 that you get your clients and forget
6:30 about trying to label and put yourself
6:32 in a box and then you'll find that
6:34 naturally over time you'll become known
6:36 and recognized for the thing that you do
6:38 really well and this is how you find
6:40 your Niche and then once you do this
6:42 once you start to become known at being
6:44 really good at this one thing then
6:46 something really really cool also starts
6:49 to happen and this is called the halo
6:51 effect and so what this means is that
6:52 when you show the world something that
6:54 you are really good at they start to
6:55 assume that you are really good at
6:57 everything else too but the problem is
6:59 that the opposite is also true if you
7:01 try and do everything and show the word
7:02 a bunch of things that you're just
7:04 average at then they're going to judge
7:06 you on your worst work they'll see the
7:08 one thing that you're not very good at
7:09 and then presume that you're at
7:11 everything else too and so you want to
7:12 show the world only your very best work
7:14 you want to achieve credibility for the
7:17 one thing that you really excel at and
7:18 then use that to grow your audience and
7:20 your business then once you have an
7:21 audience that trusts you you can go
7:24 broad from there for me I started with
7:25 web design and then from there I
7:27 specialized in celles Psychology and
7:29 copyrighting and The credibility and and
7:31 the audience that I built from that
7:33 allowed me to Branch out and go broad
7:35 into more overall online business
7:37 strategy I discovered notion and
7:39 productivity systems and I now sell
7:41 templates to all kind of Freelancers and
7:43 business owners and I make content and
7:45 have an audience that trusts me to talk
7:47 about everything online business
7:49 audience growth business strategies
7:51 Business Systems digital products
7:53 personal branding and so going deep at
7:55 first and getting really good at one
7:57 thing allowed me to then Branch out in
7:59 the future and this audience trusted me
8:01 and followed me because I had built up a
8:03 lot of trust and credibility with them
8:05 from being good at this one thing first
8:07 so another example of this in practice
8:09 is Ali abdal he grew his initial
8:11 audience making videos about what he
8:13 knew helping people study and get into
8:15 medicine and then as his audience grew
8:18 he continuously pursued his curiosity
8:20 and passions and now makes content about
8:23 productivity books Tech and everything
8:24 around building a life that you love so
8:26 while no one knows you you want to start
8:28 specific and then use that to build
8:30 recognizability and this is going to
8:32 help you grow your business quicker in
8:34 the short term and also start making
8:36 more money faster and then you can
8:38 Branch out from there and the other very
8:40 important thing that allows you to do
8:42 this is a personal brand this is another
8:44 question I get asked a lot should I pick
8:47 a niche or build a personal brand and
8:49 the answer is both they are not mutually
8:51 exclusive to build your business and
8:53 grow an audience you need to be very
8:55 specific in who you're talking to and
8:57 the value that you offer and so go niche
8:59 in the value and the service that you
9:01 Prov provide but make sure that people
9:04 connect that value to you your face your
9:07 personality your experience you are the
9:09 memorable thing or the brand rather than
9:12 having a logo or an agency name and the
9:14 benefits of doing this is that it allows
9:16 you to one build up an incredible amount
9:19 of trust very quickly with your audience
9:21 people connect with people over Brands
9:24 Tesla has 30 million followers but Elon
9:27 Musk has 187 million followers virgin
9:30 has 700,000 followers but Richard
9:33 Branson has 15 million and so especially
9:34 when there's so much content and
9:36 competition out there people gravitate
9:38 towards people that they can relate to
9:39 and connect with and it gives you that
9:42 additional Edge over someone else and
9:43 the second thing it allows you to do is
9:45 Pivot and grow your business you're
9:47 building an audience that trusts you and
9:49 will follow you in whatever Direction
9:51 you choose to go in the future personal
9:53 branding doesn't have to be exhausting
9:55 or complicated you really don't have to
9:57 Poe everything about your life it's just
10:00 about attaching your face to the value
10:02 that you're providing making sure that
10:04 people remember you and so I don't share
10:05 a lot about my personal life in my
10:08 content in fact I hardly share anything
10:10 the way that I bring myself into my
10:12 content and make myself memorable is
10:14 just by using my personal experience to
10:17 build connection with my audience I'm
10:19 very transparent about my failures my
10:21 struggles my wins and all the ups and
10:23 downs in my business and I just do my
10:24 best to present myself as a
10:26 multi-dimensional person and not just
10:29 this all knowing Picture Perfect expert
10:31 the a lot of people try to be in their
10:32 businesses and their content and this
10:34 Builds an audience that trust you and
10:36 connect with you as a person and so for
10:38 all you multi-passionate creatives and
10:40 business owners looking for a way to
10:41 build a business and an audience that
10:43 gives you complete freedom to take your
10:45 business in whichever direction you want
10:47 to go in the future in the most simple
10:50 terms here is the strategy one start
10:52 specific go Niche at first to make it
10:54 easier to build an audience and attract
10:56 customers number two show your face to
10:57 build a personal connection and an
10:59 audience that trusts you then number
11:02 three use this audience to go Broad and
11:03 take your business in whichever
11:05 direction you want in the future and if
11:06 you need a step-by step for how to get
11:08 started with this then this video here
11:10 will give you five pieces of content
11:12 that you can post today to help you
11:13 position yourself as the expert and
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