Biz Bomb – The Importance of Niching

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Welcome to your Biz Bomb episode of the 360 Health Biz podcast where we provide a quick tip to blow your mind and help your business. And today’s Biz Bomb is about niching. We have talked about niching A LOT so this is just a refresher of why niching is so important for your business.

The truth of the matter is - if you don't choose ONE target market, you are going to struggle to get ANY clients. Here's why: think of niching as the difference between  a dollar store and a specialty store. The dollar store has a lot of cheap stuff, whereas a specialty store has a limited amount of high quality items. If you try to talk to everyone, your message won't be clear.

When you have your niche client, you will be able to use specific wording, messaging and marketing strategies to approach your group. 

In this episode, Kendra walks you through an example of just how niching would work. Tune in now to take a listen!

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What's up 360 friends. This is Kendra Perry, your amazing cohost and this is your Biz Bomb episode where we give you a super juicy tip for your biz that takes up almost no time at all. So in this quick episode, I want to talk quickly about the importance of niching. I have been getting on Instagram in my DMs, so many questions about niching. In my opinion, your ability to define your niche is the first step in running a successful business. And if you don't niche properly, if you don't actually choose a market segment, then you are going to struggle to get clients. It's going to take you a long time to build your business, and there's a good chance you may not be successful at all. There is so much fear around niching, so much fear, and I get it because you feel, "Well, I'm a new health coach and I need clients and if I niche, I'm going to be excluding certain people." And I'm here to help and I want to help everyone. You cannot target the entire market on the internet. Okay?

That is crazy. There are ... I don't know how many billion of people online, but maybe there's 3, 4 billion people online. You can't talk to every single one of them, that is impossible. You can think of niching as the difference between deciding to have a dollar store versus deciding to have a specialty store. So you really need to choose one segment of the market out there and talk to them. A big reason why coaches aren't able to get clients is because they haven't actually determined a proper niche, therefore their messaging isn't clear and it's not necessarily speaking to anyone. So let's say that I am a woman in my 30s and I've just gotten adult acne, cystic acne all over my face. I do not know where it came from, I've never had acne my entire life and I'm just so devastated about this. And so I'm like ... Go to the doctor and they recommend Accutane, and of course some antibiotics and I'm like ... Read up on Accutane and realize it has all these gnarly side effects.

I'm like, "Okay." Don't want to take longterm antibiotics, don't want to take Accutane. There needs to be another way. There needs to be some natural solution for this. So I start googling, I'm googling, I'm googling and googling. What do you think I'm actually googling for? Am I googling how to improve my health and wellness or am I googling solutions for adult acne? Right. So I know what I'm googling for, I'm googling for solutions for acne. And as someone who actually struggled with acne, all my searches were related to acne and none of them involved the words "health", "wellness", "nutrition". It was literally just like, "Natural solutions for acne." And that's what I was searching over and over and over again. And let's say I get to two different health coaches websites and one of them says, "I help you uncover healing opportunities and improve your health and wellness so you can be the best version of yourself." Versus this other health coach I find who says, "I help women in their 30s struggling with adult acne, get clear skin naturally." Who do you think I'm going to choose?

I will never pick the first one because I'm going to look at that and be like, "Well, my health is fine. Actually really good health. Went to the doctor, got my blood work done and they gave me a clean bill of health. So my health is fine, my wellness is fine, but my acne is the problem." Just because we know as health practitioners that all the symptoms that people are experiencing are connected to their overall health does not mean that they know that. And so if you cannot meet them where they're at and where they're at is struggling with a very specific symptom, then they aren't going to pay attention to you and that's just not going to mean anything for them. So this is why it's so important to be very specific with your niche, otherwise you will attract no one. I really cannot stress how important it is to niche. When I work with health coaches and they are telling me, "Well, I can't get clients, I don't know what's wrong. I'm doing all the things, and I'm just not making enough money."

I will go on their website and their Instagram and I will instantly see that they don't have a specific niche and that is why, because their messaging just doesn't appeal to anyone. You really need to think about how do people actually think about their health? How do they think about the pain that they're experiencing? I don't remember the last time I heard anyone say, "I want to be the best version of myself. I really want to optimize my health. I really want to take my health to the next level. I want to feel well and get well naturally." People don't say these things. When people are struggling with their health, they say, "I want to stop having this chronic joint pain." They say, "I'm so sick of these migraines." They say, "I'm so exhausted, I'm so sick of being tired." They say, "I wish I didn't have diarrhea every day, it's so embarrassing." So you really need to meet them where they're at and that is with that one specific pain or symptom that they are experiencing that they know they desperately want to change.

Now, of course, as they learn from you, as they follow you and as they maybe go into your paid programs or courses, they learn that, "Wow, my acne is really connected to my gut. Interesting." Or, "I had no idea my acne might be caused by my hormones or my blood sugar imbalance." But you cannot lead with that because if you're like, "I help you heal your acne and clear up blood sugar imbalances." They're going to be like, "Well, I don't have blood sugar imbalances. I have acne." So you really need to meet them where they're at. Niching is so important. If you decide to focus on anything in the next week for your business, I want you to audit your niche. I want you to look at it and determine like, "Is it clear? Is this actually speaking to someone?" And if you're confused and you don't know, please send me a DM on Instagram. I will help you with your niche. I've been helping a lot of health coaches with their niche lately, but I will tell you if that is a good niche or not. My handle is Kendra Perry Inc.

So please do send me a message and let me help you because if your niche is not clearly defined, that'll be that big blocking factor towards you having a successful business. Okay? Okay. All right. If you liked this episode and you are currently listening on your smartphone, make sure to screenshot it, share it to your Instagram stories, tag @360HealthBizPodcast as and let us know your biggest take home and that will help us know that you like this content and you want more just like it. I think that's all I got, so we will see you in one week from today with the next full episode, and in two weeks with the next is Biz Bomb. Bye guys.

  • Great content! Super high-quality! Keep it up! 🙂

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