Note: at this time transcripts are automated and unedited, which means errors may occur. But we hope you find them helpful!
[00:00:00] Viv: What am I doing wrong? Why can’t I get clients? I am being consistent with my lead generation activities, but people are just not converting. So what are I doing wrong? Well, that’s what we’re going to cover in today’s episode. And believe it or not, it all comes back to your niche or niche, depending on where in the world you are.
[00:00:21] So let’s start.
[00:00:28] you’re listening to mock two without social media. With me, they’ve guide the podcast for people who want more clarity, connections, and cash in that business. I’ll be sharing with you proven techniques for leading entrepreneurs and experts from across the globe to help you to market without social media, come to grow your business.
[00:00:51] At till we feels good.[00:01:00]
[00:01:01] well, hello and welcome to this episode where we are talking all about. Client attraction is such a problem. Okay. So you might be out there. You may be doing consistently generation activities. What I mean by that you’re guesting on podcasts. You’re contributing to bundles. You’re part of summits. You are doing so many activities, but you are just not getting people signing up to your email list and converting into paying clients.
[00:01:36] So. Is going on? Why is this happening? Well, that’s what we’re going to talk about today, folks, because this is something I have been hearing a lot recently with people hopping on calls with me, you know, I’m, I’m so pleased to see people really taking the action, you know? So from those lead generation podcast episodes kind of really take it on board, the types of activities that you [00:02:00] can be doing to market that social media, but what people are seeing.
[00:02:04] But obviously the conversions are not happening. So what we need to do is we need to slow down and just go back a couple more steps. So when I talk about, you know, getting booked with clients consistently, I kind of talk about these. Well, I do talk about, and there’s no kind of about it. I talk about these, the three key components.
[00:02:27] Okay. And what tends to happen is most people start their business. They kind of decide. Yeah. This is sort of, you know, an idea of who I want to work with. I’ve got to offer them. There’s package or multiple packages, and now I’m going to go and try and find my people and connect with them. And, you know, that’s kind of the right idea, but what happens is people speed through steps.
[00:02:53] Okay, speed through it. Like I’m talking like an hour committed to this activity of who do I want to serve? What am [00:03:00] I going to do? How am I going to help them kind of get to the results they want and achieve the results they want. And then off people go trying to kind of connect with their ideal clients, but here’s the thing.
[00:03:13] We need to spend a little more time on that first part of the model, that stage one before moving to lead generation, because otherwise the results you’re going to see are going to be not what you’re hoping for. You’re going to get poor conversions of leads coming into your funnel, your pipeline, your client journey.
[00:03:37] However you like to refer to. So to niche or not to niche, that is the question or to niche or not to net. That is the question, depending on where in the world you are. So, so often people say I really struggle to niche down. Okay. Now, if you’re struggling to niche down, it is going to impact on your [00:04:00] message.
[00:04:00] Okay. And your message. So important, that message is your point of view. Okay. That is your philosophy, your approach, the way you do things. This is what positions you in the marketplace as the only option as the authority on what you do. And if we do not achieve that level of positioning, that you become the only option, the only person to do what you do in the way that you do.
[00:04:27] Okay. Or with the people that you work with, but more so, very much around the, how you do something, then it’s going to be very difficult to market yourself and stand out and compete in a noisy marketplace. Uh, that is, you know, 20, 22 at the time of recording this. So we really do need to think about our niche more.
[00:04:50] But what I do want to say is, is the niche. So often people think niche is purely the, who, who do I want to serve? Who [00:05:00] do I want to work with? But niche is so much more than that. And that’s one of the things I want to talk about today. So with regards to your niche, there are three competitors. Uh, that make up a niche.
[00:05:13] So we have the who, who is it that you serve, but we can also niche on the watt case. It doesn’t have to be just the heat. What is it that you help people achieve? Okay. So that transformation, the what or that, the thing that you do. So for example, you could be a. Uh, a vegan food shop in town. Um, so that is the why, you know, you provide vegan food and you’re the only person doing that.
[00:05:40] So that positions you as the only option. Okay. And the, who is less important, obviously vegans, but, you know, it’s, it’s broad, you know, in terms of like the psychographics and demographics of who make up the who, so we’ve got the who or the what. Okay. And we need to be specific about. But the other thing [00:06:00] that people forget that makes open niche is the house.
[00:06:06] But how is so important and we’ve had Todd Hargrave on, and I will reference that episode in the show notes, talking very, very much about his passion behind like point behind point of view marketing. Okay. And it’s so, so important to how our belief, our philosophy, our way of doing something. The, how is our philosophy?
[00:06:29] Our point of view, our belief on the way that people should take the journey to achieve the result that they really want the outcome that they want. And this is a fundamental part of your niche, and this is something that so often we forget to include when we are considering this. Okay. Because this point of view.
[00:06:51] This philosophy, these beliefs, these are very much things that are going to impact on, on the, who we want to work with as well. Okay. [00:07:00] Because there are certain people, certain beliefs, okay. That will link to the who. So for example, If you are a health coach who very much kind of focuses on like the paleolithic diet, your who are not going to be vegans.
[00:07:17] Okay. Because obviously the paleo diet is or paleo diet. However you pronounce it for yourself is a very meat based protein based diet. So obviously that how does very much impact on the who, so we need to kind of make sure. Kind of consider that within that niche. So they all work together. If you kind of think of a Venn diagram.
[00:07:38] So three circles are not overlap that, that small bit in the middle where those circles overlap. That is, that is your niche. Okay. It’s the combination of those three things to get. So don’t think about your niche as a separate kind of who or what or how they are the three things working. Okay. [00:08:00] Together.
[00:08:02] So how does that actually affect us or impact on us not getting consistent leads? Okay. And we know that we need leads to get clients. So how does this impact on us getting clients? Okay, well, obviously we know that we need consistent new leads into our business every single month into our email lists, as we talked about on this show.
[00:08:25] So we need to be bringing in. That th those consistently each month, but that’s good to be varied, very difficult. If you have not really kind of pen down, honed in on your niche, and I’m going to say, we want to get to about 70% clarity and then we want to be getting out there because our niche only becomes clear as we actually work with people.
[00:08:46] So I don’t want you to think I’ve got to get to a hundred percent clarity and niche. The beauty of. It’s not a fixed forever. You can change things. You can refine the hu you can refine the, how you can [00:09:00] refine the Watts. Okay. So for me, I used to be a business and marketing coach, and I really refined that down into, to, without social media.
[00:09:10] Okay. And I also refined it into the down the who, so one-to-one service based businesses for me. I could have left it very, very basic. But I wanted to hone it in more specificity. Okay. So how does this impact on honors? Well, people only part with that time. And energy, if they believe a certain point of view, if they are bought into a certain philosophy.
[00:09:43] So if we have not got clear on our niche, so on our, who, what, and specifically our, how, how, what we do is different, how we are positioned as the only option in the marketplace, why people choose to work with us? What makes [00:10:00] it unique? What makes it. Okay. If we don’t convey that if people are not bought into that point of view, okay.
[00:10:08] They are not going to come on board. Okay. Now point of view is difficult to convey and it’s not the first thing we would convey when we are trying to get leads in. Now that point of view is not something we are going to be really binding on about the state of. Getting people into our funnel, into our world, into our, into our pipeline, into our pathway.
[00:10:33] Okay. At this stage, you know, it’s going to be kind of that top level, point of view. But as we nurture people, we are very much going to be speaking to point of view to help them. Okay. Convert. Into paying clients because we are going to share our point of view and beliefs and shift perspectives, but it is something that is important at the lead generation stage, because if you’re delivering a workshop, if you’re delivering a, putting [00:11:00] a free training, and if you are just CRE, if you are creating a free downloadable resource lead magnet, we still need to have within the context of your company.
[00:11:10] Something around your unique sort of point of view and perspective and philosophy to make it unique, to stand out and for people to say, hell oh, that’s exactly what I need. So that’s why point of view is really, really good. The other thing I want you to think about with your niche is your curiosity hook, your sticky statement, your elevator pitch, whatever it is, because actually yet we don’t use that much in real life.
[00:11:38] We really don’t. It doesn’t come up like all the time. But what does it do when your clear, it’s clear in your head, and then you have confidence and remember everything within our marketing and sales is a transference of confidence. So when tell you’re really clear and confident on what it is, you do, how you help people [00:12:00] who you help.
[00:12:01] Then that’s going to be really, really hard for you to get across within your marketing, your messaging and your sales process. Okay. So we really want you to get clear. And what I challenge you to do here is to go back and to ask yourself with every part of that statement. What does that mean in real speak in the real world?
[00:12:25] Because this is what I see so often when I kind of ask people what the. And I was working with one of my fabulous one-to-one clients this week on just this who’s just come on board with me. And I, I, you know, and it’s a process where I will challenge and that’s what I want you to do yourself is to say, what does that actually mean?
[00:12:44] Do people get that? And it’s the referrability test, you know, can someone self identify self-referred with what you’re seeing or can they kind of say, Hey, oh, I can totally see like Bobby down through bro. You know, Sarah down the [00:13:00] road. Oh, it’s so her, or she’s got that exact problem that’s going on for her because it’s, it’s simple and it’s clear and it’s also tangible.
[00:13:10] Okay. We need to speak to tangible results and you might say, whoa, hang fire. Yeah. It’s easy for you to say you do marketing a business. It’s really easy to come up with tangible outcomes. However. Whatever you do. Okay. Whether you are a, okay. I hear confidence coaches a lot. Okay. People don’t buy confidence.
[00:13:31] What is it that they buy? There is a tangible outcome for everyone. There is something real happening in people’s lives, their real challenge, a real problem. So how is that? For example, lack of confidence affecting people in their real life. Are they snapping at that part? Okay. Uh, they, um, just not putting themselves forward for promotion.
[00:13:55] Okay. So this is where we start to think about what is that prop. This is where we [00:14:00] start to really get into who do I want to. And then we look at what is that, that transformation, that one, what is that result is that they want to be able to put themselves forward for promotion. Is it, they want to have a fulfilling relationship where they can speak up for themselves?
[00:14:16] What is it that they want? So this is why we really want to start to, to challenge ourselves. And as I said, this is part of the. The challenge I see for so many entrepreneurs is that they lack this clarity on this fundamental part, which then impacts on, you know, your point of view, because when you’re actually thinking who is this for, and that’s not clear, and the transformation you’re kind of speaking.
[00:14:41] In industry speak that is not clear to the people you’re talking and speaking to, to the, the steps that you take to get people there. What people want to hear is what is the transformation? What is that result? That is what they’re buying. They don’t fight the, how nobody wants to buy the house. That just seems [00:15:00] like too much freaking hard work guys.
[00:15:02] Okay. So this is the pain. This is the problem. This is the challenge. This is where I want to get to. Okay. And we want to speak to those and where we can get clear on. Then we can start to build out, okay, what makes it, what I do unique. How am I different everybody else in the marketplace? What makes me the only option versus one of many options.
[00:15:24] And this is where we become very strict. With our businesses, with our marketing, with our lead gen or with our sales, when we get this positioning rate. And the only way to do that is by looking at our niche, our messaging, our point of view, our offers. Okay. I want to leave you with some key things to think about three key things.
[00:15:47] Key number one, I want you to niche on either a problem or on a market. Here’s the thing. It must be specific, very [00:16:00] specific. Number two, I want you to go away and look at your curiosity, hooks, sticky statement, elevator pitch, whatever you want to call it. And I want you to challenge yourself to review it with an outside perspective and challenging.
[00:16:15] What does this really. Okay. Is this tangible? What does this look like to them in real life? How is this presenting? Okay. What are these challenges looking like to these, to my ideal client? What is that one transformation? Third. I want you to think about niching in a market that has all ready, been grouped.
[00:16:38] Okay. You do not want to have to gather the type of people you want to work with. You want to know that they are all ready, a community congregating somewhere. Okay. So if you want to work with vegans. Yeah, that’s great. Because vegan pier client type are all right. [00:17:00] Kind of a community together, somewhere that they kind of hanging out together and that’s what you want.
[00:17:06] You want to have them all ready, hanging out somewhere together. And finally, here’s the biggie. And you’re going to say, but fair. It’s just too hard because what I do can help everyone. And I just want to help everyone. I want to change the world. Of course. But here’s my final thing. You have to be an expert before you can become a generalist.
[00:17:34] Okay. So you have to earn the credibility to serve as a generalist. And this is why we need to niche. Okay. This is why we need to niche early on in our business until we are much bigger and we can then go general. So they are the final thoughts I have for you. If you are stuck, if this is holding you back and you’re just banging your head against a brick wall, then I [00:18:00] invite you to come drop me a message.
[00:18:02] Let’s hop on a call and what’s. So there you have it folks. I hope you’ve enjoyed this episode of marketing without social media today and feel inspired to take action in your business, whatever that looks like for you and as always. Thank you. Thank you. Thank you. For tuning into another episode of this podcast.
[00:18:25] And if you haven’t done so already, please do subscribe to the podcast. So you don’t miss an episode, speak to you soon. .
to niche or not to niche?!
3 ways to get more leads and clients
Have you ever thought of these?
“What am I doing wrong?”
“Why can’t I get clients?”
“I am being consistent, but people are just not converting!”
Believe it or not it all comes back to your niche!
In today’s episode we are going to talk about niche. So often people think niche is purely the “WHO”. But niche is so much more than that.
In this episode you will learn:
- Niche: The Who, What and How
- How does niching affect or impact getting consistent leads
- Importance of a clear niche
- Key things in niching
Connect with Viv
Here’s a glance at this episode:
04:50 Niche: the WHO
05:13 Niche: the WHAT
06:00 Niche: the HOW
08:02 How does niching affect or impact getting consistent leads
09:43 Importance of a clear niche
15:47 Key things in niching
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