What you sell determines who you attract. Here’s how to design your offers to attract the right people

I've spoken about niching a lot on this podcast—but here's the thing: Niching down is one of the simplest ways to shift who your business attracts. So if you're struggling to stand out and find that you're getting people shopping around for the cheapest option, rather than seeing the value in what you sell, it could be that you need to switch up what you offer. So, in today's episode, I'm sharing some new ways to think about niching.

– The link between your niche and your offers
– The answers to the most frequently asked niching questions, such as “how niche is too niche?” and “won't niching limit my business?”
– How to think about your business to help you to clarify your own niche
– The 3 different ways to niche your business and the people this will attract
– How your niche can help you stand out in an otherwise crowded, oversaturated market

 

Today we are talking about what you sell and how this can impact who your business attracts. Now this episode is going to be a really nice, short, sweet one, but it's super relevant for you if you are struggling to stand out in a really saturated market.

Right now I know what it's like online. I'm in one of the most saturated markets, right where I'm talking to online business owners and so is everybody else. But if you're feeling like me right now when it's really noisy online, this episode's going to help you to stand out.

Now, I've spoken a lot about niching on this podcast, but here's the thing, niching down is one of the simplest ways to shift who your business attracts. It's one of the simplest ways to shift who your business attracts because a lot of the time we think about niching as I only serve these people, I only work with course creators. I only sell to online business owners. I only work with professional women that's what people think of as niching. And as soon as I talk about niching, the questions that come up are inevitably always, how do I niche down?

 

The answers to the most frequently asked niching questions, such as “how niche is too niche?” and “won't niching limit my business?”

How niche is too niche? Which niche should I choose? Won't I limit my business by niching down? And this is when we, think about nicheing as a way of limiting our market rather than as a way of getting really clear about who we want to attract and who we want to work with.

When we think about nicheing as limiting our market, that's when we start to think about, oh, which niche should I choose? Will I limit my business? Am I going to have enough people to sell to? But when we think about niching as, who do I want to serve? Who do I want to attract that becomes a very different game, that becomes, you're not just niching so that you can say that you've niched and ticked that box, but it becomes you're niching down to particular people that you really want to help, or you're niching down by particular things that you really want to do, particular outcomes you really want to deliver.

Let me put it in a really easy-to-understand way. 

Think of your business as a restaurant. Now in most major cities, there are hundreds or thousands of restaurants and they're all competing against each other. For a certain number of people who are going out for dinner that night or lunch or whatever and think about the last time that you chose a restaurant, what made you choose that particular restaurant?

You probably didn't just think, well, I'm hungry. Let me pick the first one that I see. Or maybe you didn't think I'm hungry. Let me just find a place that sells food. To be fair though, that is sometimes my approach, like if I'm in a shopping mall and I'm hungry, just give me the first thing because if I'm hungry and there are people around, I'm not a pleasant person.

But when you are picking that restaurant, you might have chosen it because you were craving pizza, you're craving sushi, or because you had seen photos of it on Instagram and you thought, oh, the vibe looks great. Or the food looks like a great experience. 

So when we are niching down, there are actually three different ways that you can niche that restaurant. Let's call it a restaurant, niching your restaurant. 

 

#1: We only serve kids.

This is how way too many businesses niche. I only work with high-performing women. I see this a lot with coaches as well, like a business coach for creatives or coach for overachievers. That's one way to niche. 

 

#2: We only serve Italian food.

This is now where you are niching by what you offer, so you are not then trying to sell Italian food to someone who is craving Japanese food. And it means that you are not then trying to create Japanese food when you really don't enjoy doing it, and you really just want to be making pizza and Italian food instead.

 

#3: We offer a high-end experience.

Niching by the kind of experience that you deliver and it doesn't have to be a high-end experience. Thinking like with the restaurant analogy, right? There used to be a restaurant here, I don’t know if it still exists, where you could go in and they would blindfold you and you would have this entire dinner not being able to see any of the food.

Now that's a fun experience that not many other places offer. So they're not having to compete against the restaurant that's only serving Italian food for somebody who's looking for a really fun, unique experience.

 So if you are struggling to stand out and you're finding that people are just shopping for the cheapest option rather than seeing the value in what you sell, it could be that you need to niche down what you are offering. You need to think about what you are offering and think about how could you potentially choose to offer just one particular niche, right? 

 

Two questions for you to reflect on that. 

Firstly, what could you offer? What is something new that you could offer that nobody else in your space is doing?

I think too often we will look at what our competitors are doing, or we'll look at what everyone else is doing and we assume that that's what we need to be doing because if it's working for them, then it must work for us. 

The second question is to reflect on what kind of experience could you offer that would attract your dream clients. If you are wanting to attract premium clients, you need to offer them a premium experience, right?

Premium clients will pay a premium price point for a premium experience but they won't pay a premium price point for a McDonald's experience. 

So what kind of experience could you offer that would attract your dream clients? So what could you do? What could you offer that somebody would pay that premium price tag for and that will help you to stand out? 

 

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