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When Niching Down Is A Bad Idea
Episode 5825th October 2022 • Captivate & Close • Kinsey Machos
00:00:00 00:17:55

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Picking up blanket pieces of advice like “niching down” without any context can really slow you down as a coach trying to get traction in the online space. In this episode, Kinsey discusses when it’s appropriate to niche down and when it might actually be a detrimant to you finding your voice, growing an audience, and getting clients. Listen to find what where you should focus in your niche and how to get accelerated results. 

Do not miss this highlights:

02:32 Honor where you're at now. Know that with every season of growth, every level of business, there's going to be both the negative and the positive. 

03:57 Weave in the importance of niching down and specificity in your content.  

04:03 How important this is if you want to get more clients with your organic content, or just in general.

04:14 Picking a niche and committing to that niche is the best thing you can do for yourself. 

04:30 Our coaching group have a whole section on how to create your irresistible offer, how to identify who your dream client is, and the most effective way to do market research. 

05:06 Majority still questions their niche or there's drama around who they're seeking to, who to really narrow in on, and who to pull up all things.

05:24 First to be aware of is, if the niche is causing you more pain than it is pleasure, you need to close the loop, and it's more about taking action. 

06:47 What can happen is, as you start to go on the journey of growing in your message and amplifying your voice, then eventually discovering where your niche is in the marketplace.  

07:28 What matters most is you're putting your message out there and also letting the market respond to you.

07:40 As you are getting more messages along the lines, getting more feedback in return, you will start to evolve naturally

08:06 Good place to start is, you know what you want to do for yourself and for others, and that you are aware that you are a few steps ahead of other people. 

08:19 When you think about niching down, there's two camps that I want you to sit in depending on where you're at in your journey.  

08:58 In a very broad space scenario, it is important to get more niche, otherwise, you will fall flat.

09:15 Focus and starting with what you know, what your origin story is, and narrowing in on your specific message.

10:26 Drop into your brilliance, drop into your creativity, and allow that to come through. Allow your market to see what you have, and let them respond to that as well.

10:53 You maybe in a season of your business that you would actually do a disservice to pick one thing and go all in.  

11:17 It's not good enough just to show up online and talk about all the things you're good at. You still want to resonate with the heartbeat of your dream client.  

11:25 This is what we call the revolutionary content method. Where you blend your unique brilliance with the heartbeat of your dream client.

12:07 It's less important to pick the one niche right now and go all in if it's causing you to stay stuck and not put anything out there.

13:21 Focus on creating content once a day. Each day you're picking at least you know one person to write to, and you're just writing to them

14:27 What will happen is, you will find their market responding to you. Then you will also find that sweet spot of where you want to land. 

15:25 Then you just rinse and repeat that and you cannot go wrong, because at the end of the day, your responsibility is to become a better communicator.  

15:57 When you come into our programs, these are things that we unlock for you in a way that really makes sense.

16:04 Our programs are not some sort of blanket advice, cookie cutter, do this, do that. We start to drop into your heart and mind, and uncover parts of you that you've never even realize that were there. 

About the Host

Kinsey Machos, Marketing Strategist, is also a recovering people pleaser, self-sabotager, and corporate hustler. She helps entrepreneurs create and execute magnetic marketing and build expert brands so that they can get known, seen and heard online.

She believes that creating a business that’s 100% in alignment with SELF is one of the most important things that we can do as women — because there’s an inner magic that we all have if we commit to an infinite pursuit of discovering (and re-discovering) that.

As a wife and a mom of three, family takes priority. And having a business that’s run AROUND her lifestyle is a daily intention of hers.

https://kinseymachos.com/

Instagram: @kinseymachos

Facebook: @kinsmachos 

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Transcripts

Kinsey Machos:

Welcome to captivate and close. I'm Kinsey Machos, business consultant and marketing strategist. And I'm going to show you how to attract and enroll high paying clients using my break through online marketing strategies, all without having to rely on complicated funnels, disingenuous clickbait, or spammy sales tactics. These are the messaging marketing and selling secrets that virtually no one is talking about. So let's dive in. Hey, yo, welcome back to another episode of Captivate and close, it's so amazing to be here with you this morning. At the time of this recording, I'm actually flying out here in a few short hours to Texas, Dallas, Texas, where we are hosting our biannual event. And oh, my gosh, I am dying of excitement, and also all the fields, I think that it's, you know, easy to believe that things like this are easy, or it's normal. Or it's uncommon, even to have the spectrum of emotions that you might be experiencing, and, and feel like, you're alone in that. And you know, people may be a few steps ahead of you. It's just easier, but it's not easier. It's definitely fun. And so energetically amazing. But on that account, there's so many things that go into that. And I heard somebody, a mentor of mine talking about this also where it's sort of like, there's this idea that the grass is greener on the other side, right, you might see us Hi, you know, we're selling out our programs, we're having these amazing, you know, events and getting published.

And, you know, at the surface level having really, really great success. And we are and also right, there's things that come along with that, that you just have no idea what to expect. And so really just making sure that you honor where you're at now. And know that with every season of growth, every level of business, there's going to be right, both the negative and the positive. So that was just a little bit of a tangent, but I am so excited. And, and again, my body, I can just feel the intensity of excitement, which is also you know, we could say there's anxiety in their nerves and things like that. But ultimately it is excitement but just tying up loose ends. I'm super excited, my husband is going to meet me there after the event and I'm taking him to his first Cowboys game he's never been he's been a diehard Cowboys fan for probably his entire life has yet to gone to a game we've been to we took our son to a Seahawks game. So our first NFL game was in Seattle for our son's team, favorite team. But this will be his first time in the Cowboy Stadium. So we're so excited. So it's a full week. And I'm just kind of trucking through my to do list and getting some things punched out before I head out. But all that to say, I want to come to you with this idea of niching down and if you follow me on Instagram, over there @kinseymachos.

Kinsey Machos:

Our or you're in our Facebook group or you listen to this podcast regularly, you'll probably hear me weave in the importance of niching down and specificity in your content. And how important this is if you want to get more clients with your organic content, or just in general, if you want to create momentum online, this specificity is hands down, the best thing you can do for yourself. And that includes picking a niche and committing to that niche. Now the problem with this is there's a lot of nice drama. In fact, when people come into Ten k content collective to get coached on this, we have a whole section on how to create your irresistible offer, how to identify who your dream client is, and the most effective way to do market research, which isn't what you think it is. And there's some work that goes into quote unquote work. There's some play that goes into really fine tuning this piece. But this is where we find coaches get the most stuck in their business. And it's not just when you're just getting started. It's the entire journey throughout Even our female founders board women are will still question their niche or there's so drama around who they're seeking to who to really narrow in on who to pull up all things. So what I want to do for you, first of all is, the worst thing you could do is let niche drama actually slow you down. At the end of the day, if the niche is causing you more pain than it is pleasure, we need to just like close the loop, and it's more about taking action. 0534 Now you have probably also hear me say that there is no knowledge, there is no coaching, and there's nothing better for you, in order to gain clarity on your niche, then than to just take action. You know, when when I first started as a coach, I presented into the marketplace as a life coach with an offer that helped women become more fulfilled in their careers. And as a byproduct of that it was really managing motherhood and in working in corporate, and how to really regain control of their lives, also in their marriage, and it was, obviously that's not where I ended up, right, right now we're in really niche, you know, helping more life coaches

Kinsey Machos:

grow their businesses. So I'm sort of in the business, you know, marketing space, but what the evolution of my niche was a byproduct of me just taking action. When I put out content when I started where I was, and I just spoke the truth of where I was in that moment, right couple steps ahead of somebody else. That's what allowed me to just pull people up with me get those clients 0645. And what happened was, as you start to go on that journey of growing in your message, amplifying your voice, really discovering where your niche is in the marketplace, right? That's when everything becomes so clear to you. But you have to be willing to go on that journey. It's not you sitting and link crunching out thoughts and like white knuckling this idea of like, I have to figure out my niche. What is my I hope statement, that is the worst thing you could do for yourself, you're going to expend so much energy, thinking about it. But none of that matters. What matters most is you're putting your message out there and also letting the market respond to you. Right. So when I go back to when I was, you know, speaking as a life coach is speaking to these woman, what happened was, I was getting feedback in return. And as I evolved, I was starting to get messages more along the lines of like, oh, I want to grow a coaching business like you. Oh, well, how do you do that? How do you grow your Facebook group, right. And it evolved naturally, right, because of my business background, because of my marketing background, it all just sort of like fell into place the way that it needed. But I didn't have any idea what that was, when I was just getting started, all I knew was what I wanted to do for myself and for others, and that I was a few steps ahead of other people. And that's where I started. Okay. So when we think about niching, down, there's two sort of camps that I sit in. But it's really, really dependent on where you're at in your journey. So last week, we were coaching a group of Ten k clients. And the theme was, of course, as it usually is the niche, right? Where should I really zone in now we serve a lot of life and health coaches. And so as you can imagine, it's a very saturated space, people saying the same things right? In weight loss, I'm gonna help you lose weight, right? As far as life coaching, right? It's like, I'm gonna help you, you know, live your best life, very broad spaces. And so it is important in that scenario, to get more niche, otherwise, you will fall flat, right? It's just, it's either what people are so used to already hearing or just doesn't resonate with the right people. And so we really focus on narrowing in on their specific message, what their origin story is, and starting with what they know, and unpacking that brilliance first, instead of trying to like fit you in somewhere, if you will. And so we were coaching a couple clients in this and it was really, really clear these women knew, like, the specificity in their niche was so clear, and so we were just really redundant in coaching them in that regard. But what happened is, is we ended, we had another client that came in and she's like, I'm so glad this message was so resonated with me. I have been thinking a lot about my niche. And I really want to focus on one person, but I don't know who so this is a woman. She's very, very brilliant. She's in the leadership space. But she has a very big spectrum of brilliance and people that she serves. And as I was talking with her, I actually said to her, you know, I want you to kind of like, completely disregard everything that we coach on to these other women.

Kinsey Machos:

And knowing you, and when I'm hearing, I actually don't want you to focus on a niche, I actually just want you to like, drop into your brilliance drop into your creativity, and allow that to come through allow your market to see what you have, and let them respond to that as well. Right, this was based on just me hearing the overthinking component, and in the niche drama was actually preventing her from sharing her message. And there are right depending on the season of business you're in, there are times when it would actually do a disservice to pick one thing and go all in, spend a little bit of time if you're in this camp, and you feel more unclear than ever spend a little bit of time maybe the next 3060 90 days, just speaking what you know to be true and dropping into those people. Now, it's not good enough just to like show up online and like talk about all the things you're good at, we still want it to resonate with the heartbeat of your dream client, right? This is what we call the revolutionary content method where you blend your unique brilliance with the heartbeat of your dream client. And that's where the match occurs. And so for this woman who serves very different tiers of people, my advice to her was to actually like every time you write content, yes, just pick the one tier, but you don't have to niche down just to the one person right now. So you know, when you sit down to write content today, pick level one, right? When you sit down to write content tomorrow, pick that level to clan. So it's more important to just get more specific in your your content, right? It's less important to like pick the one niche right now and go all in if it's causing you to stay stuck and not put anything out there.

Kinsey Machos:

And so this is where I find that it's so helpful to get coaching around this. Because while you're you're going to be picking up messages in the market, whether it's from a coach that you're working with, you know, curriculum that you're immersed in, or even just what you see in the free content online, a lot of people on Instagram are talking about niching. And it's easy to just kind of like pick up sort of this blanket piece of advice and try to apply it to you. But what happens is, a lot of times we take that out of context, especially for ourselves. And so yes, I 100% a stand for the fact that specificity drives demand and niching down is the best thing you can do for yourself. But in a lot of cases, especially as you're getting going, that's causing actually more drama for you. And it's preventing you from unlocking your brilliance. And so if you're in that space, give yourself the next three months just to unpack that for yourself and speak up. So focus on creating content once a day. And each day you're picking at least you know one person to write to. And you're just writing to them, right. And so let's say you serve a, let's say you serve a seven figure CEO, maybe a business owner who's seven figures. And she's starting to grow out her team came, but you also serve women that are just getting going and they want to step out of their career, right? You have this sort of like a big spectrum and like you've had clients here and there, but you're not really sure where you want to land as far as like your unique problem, your unique solution. This is what you do. You sit down today you write content to that seven figure CEO you write to a pain point she's having and what she needs and how you can help her tomorrow, you're right to to that woman that's just getting going and what she needs to do to exit corporate so that she can have a business that is thriving and leave corporate. And you just rinse and repeat, start just speaking to these different iterations of the people that you serve. And what happens is you will find the market you will find their market responding to you and you will also find sort of that sweet spot of where you want to land. But even then, it's more about betting on yourself and committing to your message. I do not want you to stay stuck hiding behind your computer, thinking about your niche more than you are talking to them and putting out your message and connecting with your audience. So I really, really hope that this is something that you can walk away with and decide that Uh, you know, in some cases where I'm just gonna forget about the niche, I'm in and identify, you know, three to five types of, of people that I want to serve. And I'm going to just keep writing to them. And I'm going to practice speaking up, and I'm going to practice communicating to them. And I'm going to have practice growing my audience in sharing my truth and helping them see there's a better way. And you just rinse and repeat that and you cannot go wrong, you cannot go wrong in that, because at the end of the day, your responsibility is to become a better communicator, a better steward of your message, which means right really dropping into the heartbeat, not just of your ideal client by yours. A lot of women are suppressing their unique brilliance because they're trying to live under the confines of the rules that they've been given. Right niche down, do this, do that. And again, these are things that we also live by, but when you come into our programs, these are things that we sort of unlock for you in a way that makes sense. It's not sort of blanket advice, cookie cutter, do this do that really have to most importantly, start to like drop into you and your heart and your mind and uncover parts of you that you've never even realized were there. So this is like such a powerful message I love I'm totally my body language right now, I wish you could see is like totally alive because this is one of my favorite things to talk about when it comes to just women really unlocking their creativity and their unique brilliance and sharing that rather than feeling like they need to live under the rules. And I just love it so much. So I hope this resonated with you. If it did, if you wouldn't mind just taking a screenshot and sharing it on Instagram stories and tagging me that would be so amazing. I just love knowing where you're at and what you're doing when you're listening. And it's going to be such a good week. Alright girls, I will see you next week.

Kinsey Machos:

Hey, you, thank you so much for listening. It's an honor to be able to pour into the hearts and minds of like minded entrepreneurs all over the world. But my most favorite part is being able to connect with you in real life. If you love what you heard here, head over to the community where thousands of female CEOs, just like you are changing the world one human at a time. We go deeper into the topics we discuss here and give away tangible roadmaps to help you crush your revenue goals to join this high caliber free community head over to https://kinseymachos.com/community. I'll see you there

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