JK Molina

Your Niche Is Your Bottle Neck Picking a niche makes a lot of sense for cold audiences (like ads). I could never make it work with warm audiences. Gun to my head - if I had to answer what's my niche then I'd probably say "coaches". Yet that would be inaccurate. Maybe 60% of people I work with are coaches. A lot of them aren't. One prefers the private life without an audience and runs ads. Another one likes to be flown out for in-person packages but doesn't like to coach. One guy I couldn't even find online. He partners with people in secret and launches stuff for them. They've all spent a non-trivial amount here and made multiples of that in return. It's been a positive for both sides. But we would've missed this opportunity if my messaging was "I help coaches." They may have had some interest. But niching down would've made them go "not for me". They were a "maybe". But if I niched down I would have turned that "maybe" into a "no". In my experience with audiences, that's what niching down does: It turns maybe's into no's. Niching down is like going to a bar with a shirt that says "I'm only into blondes." It limits you to a great amount of great people. Maybe a brunette liked you. But the shirt made her go from "maybe" to "no". Niching down backfired. A better use of your energy is to opt out of the niching game entirely. And spend it creating tools and assets that make people from all niches interested in it. Make great products. Let the niche choose itself.

Assume people will watch 5% of the stuff I put out. 5% of the content. 5% of the video. Might as well just make an offer early