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35. CAMP Q&A- POSITIONING
Episode 38 • 14th August 2024 • Podcast That Pays • Angie Jordan
00:00:00 00:21:12

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In this episode I am answering questions about niching and positioning from participants in my program CAMP. Listen in for some real life lessons and niche/positioning struggles. I'm sure there are some nuggets for you to learn from.

If you are ready to create a podcast that pays for your business, head over to www.podcastthatpays.com

Follow me on Instagram @angiemjordan

Join us over in my Facebook Group- Launch Grow Explode Your Podcast.

Music credit: Mavericks by Harrison Amer. A Podcast Launch Bestie production

Transcripts

Speaker:

Okay, so this is a very special

episode because it is in conjunction

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with camp, which is the training

live event that I'm doing.

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If you don't know, you don't know,

but if you do, and you're here from

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camp, hello, if you're not, it's okay.

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You can still get value out of this.

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So a portion of what we're doing over

there is Q and A, and I've been getting a

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lot of questions about a particular topic.

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And for me, the easiest way

for me to answer questions

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is to, uh, Podcast about it.

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So I'm going to go through some of the

questions that I've been getting and

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this one is specifically going to be

about niching because I just, people

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just have such a hard time with this.

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So let me pull up the questions.

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Camp day one questions.

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Okay.

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Here we go.

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Jerrica, Jerrica with coming through

with the first question, Jerrica

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says, Ooh, this training was so good

and it got me to work on my niche.

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My niche is very niche.

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And it's about the makeup world and what

it's actually like behind the scenes.

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I'm brand new to podcasting,

so I'm a baby to all of this.

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That's okay.

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The name ideas are behind the

brush or the makeup inquiry.

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Inquiry is like a really

hard word for me to say.

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Behind the Brush, or The Makeup

Inquiry, takes you on a journey

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through the world of makeup artistry

with your host, Jerrica, a seasoned

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professional with 17 years in the

industry and 8 years as a business owner.

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Dive into the real stories behind

the glitz and glamour as we explore

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what it's really like to work in

bridal private client services.

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In local commercial media, each episode

offers a behind the scenes look at the

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challenges, triumphs, and the everyday

realities of being a makeup artist.

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I'm reading the description, by the way.

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This must be the podcast description.

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Whether you're curious about the latest

product launches, intrigued by industry

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trends, or eager to hear about the makeup

looks in your favorite TV shows and

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movies, Behind the Brush has you covered.

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Join her as she unpacks the art.

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Of makeup, one brushstroke at a time.

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I like it.

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That's cute.

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Okay.

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So then the question is, my thing now

is that I'm not sure what my offer is.

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I do in person services, so

I'm not sure how to transition

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into maybe online services.

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This is very interesting.

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Um, and so, uh, number one, I love

the, uh, title of Behind the Brush.

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I love what you're talking about,

but I think I would follow this up.

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If you are live with me on a call

into, I would follow it up with,

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what is it that you want to sell?

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And I would follow it up with, what I

would say is, knowing behind the scenes

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of the beauty industry and what's going

on with the beauty industry and like

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what it's like, someone who is going

to hire you as to do their makeup,

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that's what I'm getting from this.

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Like, do you do in person services,

as in do people's makeup in person?

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Because what I'm getting

from this is that.

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The podcast is not really tailored

to those people, but it's more so

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tailored to other people in the industry

who would actually be interested

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in learning about these stories.

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Because me, as a person who's a bride

or whatever, like, I'm not going

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to care about these stories at all.

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Um, but someone who is starting out in the

industry, you have a lot of experience.

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They would be interested in that, not me.

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So I guess what I would say to that

is, if you're And this is a really good

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topic or thing to talk about on, you

know, the difference between using your

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podcast for your business or if you're

talking about something else, but it's

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not necessarily related to your offer.

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It's like, what do you do?

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And I think that it just depends,

you know, I don't think you need to

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know right away what to do, but I

do think it's two different people.

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I do think that.

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This is a, maybe a building your

personal brand play, and you're not

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necessarily going to get makeup clients,

it will help you build your, build

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your brand, but what I will say is,

immediately you should be trying to

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build an email list of these people.

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of your peers or colleagues or

these people who would be interested

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in it, because that's who I would

think would be attracted to it.

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If you don't have an offer to sell them at

this moment, maybe you do, maybe there's

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like coaching or something, but like how

do you get these people into your list?

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I think is what I would focus on

as I'm figuring out what I might

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want to sell to this audience.

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That's going to be kind of new.

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They're going to be kind of new.

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So that's where my head

would be at on that.

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That's how I would answer that question.

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And obviously there would be some follow

up back and forth if we were on an actual

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coaching call, but that's my answer.

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So number one, Behind the

Brush is a really cool name.

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I love it.

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Go ahead and trademark it and

buy the URL if it still exists

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and get the podcast going.

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And then think about what would you sell

to these people who are, 17, you've been

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doing it for 17 years, 17 steps behind

you, eight steps behind if they're

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business owners, eight years behind.

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You have a lot of knowledge, a lot of

things that you could share with them.

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What could you build for them as an offer?

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Okay, the next question or long

paragraph, long as paragraph, because

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you guys are writing like long as

things, which is good because it means

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you're thinking about these trainings.

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It's from Leanne, it's probably not

how to say your name, Leanne, no clue,

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the question is, or the comment is, ah,

I loved the first training, it helped

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me realize my initial podcast idea

was kind of vague and also bores me

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already, part of my story, life after a

cult and shunning after divorce, that,

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that sounds interesting, Leanne, um,

but now I really want to get into, and

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think I will have more value, is how

to do that instead, so it was about

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life after a big change, But now we're

going to talk about how to do that.

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Okay, niche.

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My hot take is that healing can be

quick and lasting, pretty painless.

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That you don't have to do it yourself

and there is a life beyond healing.

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That healing is the pit

stop, not the destination.

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A lot of what I do flies in the face

of traditional healing approaches

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and focuses instead of change at

the level of the unconscious mind.

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Huh, that is interesting.

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I like your hot take, niche.

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Mission, getting people to live their one

wild and precious life on their terms and

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to suck all the joy and juice out of it.

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I like that.

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I want to do that.

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Audience, people have done a

lot of healing and they just

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want to feel better and move on.

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I do.

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I want that.

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They are often outliers.

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People are left behind

conventional lifestyles.

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They might have left the church,

come out as queer, gotten divorced.

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Or left corporate jobs, they do things

differently, and I'm inviting them

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to extend that approach to healing.

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Some of my name ideas, the healing

detox, quick, painless, done,

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or quick, painless, lasting.

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Number two, the healing

shortcut, quick, painless, done.

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Three, heal fast, live free.

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Five, goodbye healing, hello life.

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Six, goodbye healing, hello change.

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Seven, goodbye healing, hello healed.

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Would love Angie's input and

feedback from others on what

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hits that positioning sweet spot.

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Okay, I absolutely love this positioning,

and here's the thing, and so I want,

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here's something I want to call out

about this, is that it's not that

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niche, it's not super niche in the

way that a lot of times we think about

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it, which is, We have to only talk to

one specific group of people, right?

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So niche as in we can only talk to

business owners who are age 50 to

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60 or people after divorce, right?

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This could be for anybody, technically.

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But the positioning of this is

really cool in that you've got your

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finger on the pulse of what's going

on and like you know your people

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really well and maybe you don't.

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But you're on the right track

because there are people who are

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just like this who are going to be

really magnetized to this message.

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I think it's really magnetic.

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I think it's a great, great positioning.

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So what I would say is the healing detox.

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I feel like the healing

detox ones are too long.

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The healing shortcut, the healing detox.

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I like the healing detox.

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But you can't put these other words

in there like quick painless done or

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quick painless lasting like just call

it the healing detox and be done.

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I vote for that or then I

vote for Goodbye healing.

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Hello healed.

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I vote for those.

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Those are my two votes.

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And I vote for those because I like

this idea of bucking against the

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system, of this traditional healing

that lasts forever, or it's this

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journey, because I don't want that.

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This is why I feel like people have a hard

time who are like, who do things in like,

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in life coaching and things like that

is because, and, and you lead with like,

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your healing or you want to like, Heal.

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I just feel like nobody really wants that.

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Like nobody really wants to

be in their shit or dig their

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shit up or deal with the shit.

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People just want to be.

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And so if you can tap into that,

that people really want that.

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I think that's super

interesting and the way to go.

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So that's your answer.

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The healing detox, I think

it's a beautiful messaging,

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like a beautiful positioning.

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I think it's really, really good.

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I really like this.

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Everyone, if you're listening

to this, I really like this.

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This is like on track because it's

really something different, something

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that's like, stands out from the norm.

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I think it's positioned well.

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I think it'll do well.

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Okay, let's see what Lina has to say, even

though I just talked to her on the phone.

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Lina says, She isn't always the

clearest when it comes to marketing.

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Um, Her company is Light and Collective.

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Light Collective and Co.

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Where Light is a reminder

to let it go here today.

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I've previously wanted a podcast

with truly only a trailer called

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The Light Life with Lena, and I

want to talk about self care and

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burnout strategies that are simple.

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I have a hard time, okay, she

has a hard time feeling like

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she's talking to multiple people.

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There's two audiences, two to

three specific audiences, which

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are special needs caregivers,

healthcare workers, corporate wellness

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schools, and nonprofits, because

it ties back to her origin story.

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My struggle with this is marketing these

and having one podcast that is relatable

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to each of these audiences in a way that

continuing to work with makes sense.

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A general low work with me makes sense.

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A general low ticket membership group

trainings on specific topics and cohorts.

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In my brain, this gives me the flexibility

to have a general CTA on my podcast and

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then hyper niche at a variety of points,

but my foundation remains the same.

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Simple strategies to reduce burnout.

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I'm excited to hear everyone's thoughts.

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I've also contemplated and

conceived myself doing one specific.

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To the special needs community that

comprises of a newsletter blog that

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ties into my current community.

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Okay, Lena.

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I love you, but I do feel like

it is really really broad.

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I feel like it's really broad and I

feel like You're just talking about,

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you know, self care is just broad.

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That's my answer.

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It's broad.

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My answer is I would pick one.

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I would pick one.

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Who are you talking to?

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Are you talking specifically

about caregivers, which is what

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I think you should talk about?

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Because I do know you a little bit,

so I think you should lean into it.

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I think you should lean into it.

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I think you should lean into it, you know,

and that's the thing about niching down.

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I know that you can talk to and help

other people, but the more specific

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you get, the more known you're going

to be and the more clear you are going

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to be, you are going to be more clear.

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And I think you need clarity.

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And so I would think about how to.

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Instead of trying to focus on all

these two different audiences that,

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you know, you can build, like, that

can all relate to this, like, speak

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to one person who's going through

one unique set of experiences.

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Issues.

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That's my answer.

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So if you are struggling and you have like

two to three different audiences, like,

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who do you want to talk to right now?

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I think it's really important

to just get specific for now.

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You can open it up and you can go broad

later, but I think especially if you've

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been mulling over your idea for a while,

go niche, start with the one thing.

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We can change it and broaden it later.

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Do not just start a podcast that's

like about how to take care of

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yourself in general and self care.

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Um, I think you should go niche.

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All right.

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That's my answer.

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I like saying that.

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That's my answer.

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All right, Jerrica.

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When I started seven plus years ago,

I marketed myself and my space for

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every woman talking to the masses.

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Got my attention.

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Got me attention, but no sales.

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The moment I started selling, I

lost 70 percent of my following.

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Holy shit, which is fine.

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I've had some pivots.

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I haven't posted on my public

podcast in almost a year.

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I do have a private podcast that

I use for my current membership.

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I guess I don't know who I'm for anymore.

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I struggle with getting super

specific, and that has cost me.

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How do you even know where to,

where to start to niche down?

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I guess, and there's a comment on

here from Eleanor that's like, what

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are the themes and struggles people

talk about in your membership?

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What is the most popular content

that will give you a clue as to

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who is specifically drawn to you?

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That is actually, that's

really good, Eleanor.

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Thank you.

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That's good advice.

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I would say that, but I would also say

if you have been in a place where you

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are stopped, I would start again because

action breeds clarity and maybe just

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start talking again on your podcast.

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And I don't know if your content has

always been kind of in line with who

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you are and you're speaking to people

who are in the place that you are.

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I know you, so I've seen your

content and so I kind of feel

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like that's the vibe is that you.

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We're talking to kind of everybody

like a space for every woman.

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So two things number one I would lean

into like what is your membership

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about who is purchasing it?

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Why are they there?

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What is what is it?

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What's the resounding thing?

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Maybe you need to talk to those people

more like maybe get on a call with

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everyone in your membership and chat

about Yeah, because your question

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is where's a good place to start.

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That's a good place to start is

talking to people It's an excellent

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place to start Get on a call with

people in your membership and in

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your world and ask them questions.

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Tell them your ideas.

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Tell them what you're

thinking about starting.

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Get feedback.

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That really helps to get

you jogged and going.

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And the second thing would be,

what are you wanting to sell?

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So I think it's a two part approach,

like, what is it that you want to sell?

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Because we need to niche our content.

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If that's the most important thing,

you're like, if I'm not, I cannot do

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this podcast and this is a true thing.

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I cannot do this podcast unless

I sell something because my God,

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this takes so much time and energy.

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And if that's where you are, then

your content needs to be based on like

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what you're selling, period, period.

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Because that's what's going to

get you to the cash the fastest.

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So those are my considerations

and my answer for that.

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Talk to people.

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What are you selling?

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That's my answer.

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Let's see.

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What else?

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Hey, everyone.

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Okay, so the niche thing.

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This is from Emma, which I already

know Emma's deal because I talked

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to Emma one on one on a call.

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Okay, so the niche thing

has never been easy.

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However, I totally get

the need to be specific.

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My podcast is Time Traveler.

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My aim is to normalize being spiritual,

premonitions, unexplained, being

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different, higher realms and light,

beings, all the jam with cream on top.

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My voice with guests in this

area and my own channeling.

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Into themes showcased, I aim to respond

to Q and A's and even win a hot seat

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aiming to be a guest on other's podcast.

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So just holla, would love any feedback.

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I already gave you my feedback in our

one on one call, but so that everyone can

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hear, I feel like you're pretty niched.

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I feel like you don't need any

more support in the niche area.

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You are clear that basically I

had a client once that was talking

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about like spiritual misfits.

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Not that you're talking about spiritual

misfits, but your positioning is that

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everyone is spiritual, basically,

and, like, we're destigmatizing this

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fact that there's some, like, woo

woo corner over here, but that we all

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have gifts and abilities, and I feel

like that's pretty cool positioning.

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You would just need a really

good name that positions that.

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Like, we're all, we're all freaks.

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Like, we are all woo.

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You too.

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Anyway, that's my take on that, Emma.

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Eleanor says, I'm a dating coach

for women over 40, moving into

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the online course space and not

doing the one on one anymore.

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Amen, I hear that.

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I get stuck at go on

the name of my podcast.

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Is it better to have an aspirational

name, something my ideal client really

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wants, or would I want them to stop

doing, which is funny and they would

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understand the language around it?

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Without going into all my ideas,

I'm telling women over 40,

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stop chasing unavailable guys.

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Or, I'm telling women over 40, they can

have the dream relationship they want.

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Both messages are on brand, any thoughts?

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Okay, I answered this in the group, but I,

I am really snarky and so my personality

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immediately goes to the, to the funny

and to the like, stop doing this thing.

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I feel like that's more attention

grabbing, a thousand percent.

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My feedback that I gave was that

they both seem clear, but the stop

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chasing, stop chasing unavailable

men really stops the scroll.

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It really does.

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So the lesson in this is that,

and this goes, and really the

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distinction between these names,

it really is about positioning.

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It's about having the right positioning.

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It's about like, how are you positioning

your brand, your brand voice and yourself?

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And so that matters.

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So what is your brand voice?

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How do you show up?

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For me, it would be easy.

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I'm super snarky.

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People would resonate with that.

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I think it's funny.

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I like that one better.

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And I think it's fun to maybe sometimes

like poke fun at things that we have

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done that maybe are not the best options,

but that's the thing that we're doing.

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So maybe that could be

that's your positioning.

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I definitely think you should do that one.

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Okay, makes sense.

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That's my answer.

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Very demure.

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That's very demure.

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Let's see, are there any other questions?

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I think that is it.

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So, those are great questions.

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I'm glad that I answered them all.

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So, come over to my group,

Launch Girl Exploder Podcast,

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and you can ask questions there.

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I could do a podcast episode on it

and answer your questions there.

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But, those are my answers,

and thank you for tuning in,

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and I will see you next time.

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