When creating your authentic business, you might get stuck defining your “niche”, or figuring out your “target market.”
Maybe you’re trying to get clarity too early in your business.
This is the typical reasoning:
Define Niche ➜ Create Content & Offerings ➜ Get Clients
In my experience of coaching hundreds of authentic businesses and creating a lot of content on this topic, the above formula doesn't seem to work most of the time...
When you try to get clear on your niche — your audience, your messaging, your offerings — without enough engagement with your market , you are probably thinking it all up in your own head... Your ideas are ungrounded from reality.
This is why so many entrepreneurs “fail”. They create products, programs, services, or events that nobody wants.
It’s heartbreaking to see it happen. Unfortunately, it happens all the time.
The people that you try to sell to? You find that they don’t respond to your product/service. You’re baffled, because you thought the offering is the greatest, and that they really need it.
They might even be email subscribers, and yet, they aren't buying.
What happened? You fell into a trap of believing that you can get niche clarity and resonant offerings without first asking your audience what they want.
Creating a successful authentic business works more like this:
Create Content ➜ Fan-Based Offerings ➜ Get Clients ➜ Define Niche
... and repeat that cycle for ever-deeper resonance with your ideal audience and fulfillment in your business.
You see, the clarity about your niche, your messaging, your offerings, your target market, your ideal client… those don’t come in the beginning. They come after you’re well into the journey of creating content.
I described this process The 4 Layers of Authentic Business.
Creating content allows you to…
In other words, you first build an audience with your authentic voice, which is whatever you are already passionate about and however you express it.
Then you get clarity about what they most want from you, which then allows you to create offerings (products/services/events) that they would love.
(I offer a webinar series on authentic content marketing.)
“But where’s my audience?”
What if you’ve been creating content, but not getting enough engagement? You’re wondering “Where’s my audience?”
You’re dealing with a problem of content visibility. I’ve written a blog post sharing ideas for content distribution.
If you’re building a business, I would recommend setting aside at least $30 per month for paid advertising. This will speed up your audience growth by a lot. You’ll build your audience in months, rather than years.
The most cost-effective paid advertising right now, according to many marketing experts, is Facebook Ads. (I offer an affordable webinar training about Facebook Marketing.) By running Facebook Ads effectively, you’ll be distributing your content to thousands of the right people, those who are likely to engage with your content… your potential true fans.
By doing this, you will reach true clarity about your niche, grounded understanding about what your offerings ought to be, and true fans who will spread your work forward.
Feel free to ask me questions by commenting on this FB thread.
I look forward to hearing from you. ❦
George Kao is a Marketing Coach for Counselors, Coaches, Speakers, and Authors. He focuses on ethical & effective ways to grow one's platform and build true livelihood.
For my most recent writings, check out my Medium.com profile.
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