Watch the video on this module:
STEP 1: NICHE DOWN
The main reason behind niching down is for you to be able to dominate, you can’t dominate if you’re targeting the same people that are being targeted by someone’s grandmother and the biggest corporations in the world.
The process to niching down:
- Pick a group of people and their current situation: Call out people by their current situation and their pain/ problems.
- Find out their Desired outcome/situation
The most important part of niching down is niching down after A PROBLEM!
The mistake most people make when niching down is that they niche down by selecting a group of people and the issue with doing this is that you get penalized on pricing, timeframes, and a thousand other competitive scenarios where others will deliberately undercut you to earn the business away from you.
Per example:
Who would you pick to help you solve your problems if you were a real estate agent who is having an issue with nurturing and converting cold dead leads into new deals?
Would you pick:
- Someone who says “ I help real estate agents get 10-20 qualified appointments and close an extra 1-3 deals per month”
- Someone who says “ I help real estate agents who are getting a good flow of appointments but can’t seem to turn those warm leads into deals, through a 12 months long nurturing system”
If you were that real estate agent then we both know who you would pick if you received a cold message from the agency owner
STEP 2: HYPOTHESIZE THEIR DESIRED OUTCOME AND GET FEEDBACK FROM THE MARKET
From Step 1, you’ll have established what your niche’s problem(s) is and all you have to do in Step 2 is hypothesize on what the desired outcome would be for your niche if you were to solve their problem.
The desired outcome can be vague at first but you will need to get feedback from the market in order to find out the exact desired outcome of your niche.
Your goal shouldn’t be to remain with the same promise/outcome as when you first started serving a specific niche, if it is, then it means that you haven’t evolved your promise into the perfect promise.
An example of a hypothesis of a desired outcome:
- Build a predictable VSL funnel to acquire customers.
An example of a proven desired outcome:
- Build a brand and an audience and have clients raining down from heaven, without a single cold DM or a single $ spent on paid advertising.
STEP 3: DECIDE ON THE MECHANISM THAT WILL BE USED TO DELIVER THE DESIRED RESULT
It is important for you to have a clear path you’ll take or lead your customers through for them to achieve their desired outcome.
Once you have figured out what that mechanism is, please give it a name!
The reason I suggest creating a name for your mechanism instead of saying things like “ through Facebook ads” OR “ through email marketing” OR “through outbound prospecting” is because you need to create curiosity in your niche and you need to be different from everyone else who is selling them the same mechanism!
An example of such a name in ecom could be: Helping {E-commerce businesses} accelerate their growth through Our Advanced E-commerce Blueprint.
Ps: {E-commerce businesses} shouldn’t be used if you are following our niching down process.
STEP 4: CREATE YOUR OFFER
OFFER MESSAGE FRAMEWORK: I help {specific group of people} {in a specific painful situation} get {a specific desired result} through { name of your mechanism} in {time frame}
If you want to make it longer and more specific:
I help {specific group of people} {in a specific painful situation} get {a specific desired result} through { name of your mechanism} in {time frame} without {remove the pain these people would normally face if they tried achieving outcome through other processes}
The only two things that matter in your offer are the HOW and WHAT.
How: is the mechanism you use to deliver the result, It can’t be the same as the things they’ve tried before OR even if it is you need to add on it, to make it more enticing for them again.
WHAT: is the outcome that you are promising your market.
If you’re promising them a result they don’t care about then no one will take your offer.
In step 2, we covered the fact that the only way you can find out the truth about what your market desires is by talking to YOUR MARKET!
I can’t tell you what they want, only to find out by asking questions to your market.
HOW I CAME UP WITH MY OFFER:
I picked my niche: Agency owners who are struggling to fill up their calendars with quality leads or that are tired of spending thousands of $ on paid ads without a predictable outcome.
I hypothesized about the desired outcome: Running A Half A Million $ A Year Agency.
I decided on the mechanism I would use to help them achieve their desired outcome: Consulting program which goes over how to create magical offers, picking the right niche in order to dominate, building a six figures outbound prospecting campaign, and building a personal brand with hundreds/ thousands of ideal clients as their audience.
My message became: I Make It Unreasonable For You To Not Run A Half A Mill A Year Agency through xx ( i can pick any of the components of the program when I’m filling the last part out)
The purpose of this framework is to help you gain an edge over your competitors and share a message that is crystal clear to your niche and share the mechanism used to deliver a specific transformation.
Most of the work for the Headline is done when creating your Offer.
Headline Framework: WHO - WHERE - WHAT - TIME - {Optional: HOW}
My headline using this framework: Making it Unreasonable for agency owners to not run A half a million $ agency in 90 days {through brand and audience growth}
As you can see, I’m not using the traditional “ I help xx get xx through xx, etc” because I feel like that has gotten pretty old.
If you’re becoming a marketer then you know the importance of having “New stuff”, the whole information industry is built on new shiny objects, so be creative and figure out new ways of crafting your messages.
- Now that you have the framework for the converting headline, please create yours!
- *“**Making it Unreasonable for {WHO} to not achieve {WHAT} in {TIME FRAME}”
After creating your headline, add it to your Facebook and make sure that it fits!
If it doesn’t fit, remove whatever isn’t necessary.