You’ve probably heard that it’s important to focus on a specific niche or tribe or group of people.

And, if you’re not sure who your people are yet, this advice might make you nervous.

I’m here to tell you that while it’s super important to focus, it doesn’t need to make you nervous. Let’s first explore why it’s so important and then explore how you can easily incorporate this advice into your marketing message.

Why It’s Important to Focus

Potential clients will only invest when they feel heard and seen.

To sign up as a client, people need to believe that you understand their specific struggle and know how to help. To help them feel safe and seen, you need to speak directly to your potential clients’ specific needs and solutions they desire. When you don’t do this, they won’t know that you can help them, and your message won’t resonate.

When you focus, you can invest more time honing your mastery in a specific area and making your work more effective.

As you market to a more specific group of people or set of needs, you may feel compelled to up-level your abilities and develop the tools and processes that most help your specific clientele experience change. As a business coach, I often see my clients surprised by the fact that a delicious byproduct of effective marketing is the ability to serve their clients better.

The more specific you are, the more people will invest with you.

For example, let’s compare two messages. One practitioner says, “I help couples who need to communicate better.” The second practitioner says, “I help parents of children under three get past their relationship struggles and rekindle a deeper intimacy than they’ve ever experienced before.” Do you see how the second practitioner’s specificity speaks to the heart of what that couple is wanting? A couple who’s looking for this solution is more likely to invest more money in working with the second practitioner.

Other people have an easier time referring to you when they can identify who exactly is a great referral for you.

For example, if your colleagues know you’re looking to work with salespeople or college professors or working moms, they’ll be more likely to think of you when they meet these people than if you said you’re looking for “people who feel stuck and anxious.”

Or, if you put yourself out there as an acupuncturist who specializes in sleep, other professionals will be more likely to think of you when their clients tell them that they’re having a hard time sleeping. Can you see how getting specific sets you apart from the crowd and distinguishes you from other practitioners?

Why This Doesn’t Have to Make You Nervous

By now, I hope you see why it’s so important to get focused. The problem is that this advice can freak out a lot of practitioners who think this means they need to limit themselves to one ideal client.

Fortunately, this is not the case.

It’s okay to serve more than one need or group of people in your business.

The key thing is to identify how many ideal clients it makes sense for you to serve given your market. For example, if you’re living in a big city with millions of people, you’ll probably be able to focus on one specific group of people more easily than if you’re living in a rural area. Living in a town of less than 20,000, I’ve discovered that I need to focus on a few different groups of people to be successful.

That said, all of my clients come to me because they’re not completely fulfilled in their work, in one way or another. When I was broader than that and said that my work was about helping people learn to love themselves, I got fewer clients.

Your business can be an umbrella.

While each of your programs or offerings need to address a specific challenge, your business can have a broader focus that encompasses all of your programs. For example, in my work, I help people who want more meaning and fulfillment in their work, but I work with three main groups: (1) purpose-driven entrepreneurs who want to grow their businesses, (2) overworked and stressed out change-makers and non-profit leaders, and (3) professionals considering a career change.

This can be exciting.

Instead of feeling trapped by focusing on a specific group of people, you can shift to feeling excited. At the essence, your ideal clients are people who you feel called to serve in the next chapter of your business. To feel more clear and inspired about who you feel called to work with, quietly reflect on the following questions:
• Who do you have the most fun working with?
• What do you want to stand up for?
• What do you want to be known for?
• Who do you want to be a hero to?

I hope this helps you understand why it’s so important to focus and that it gives you some peace of mind. If you want help creating a message that resonates with your ideal clients, I invite you to check out our business coaching services.




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