Have you ever been niche slapped?
It’s that moment when someone points out (usually your coach) that you’re way too general and you need to niche down.
For me, one of the scariest decisions I made was to niche down to work with coaches and consultants specifically, helping them sell more from stage.
The crazy thing is that within 12 months, my business doubled as soon as I narrowed.
I want to introduce you to Laura.
She joined our program several years ago, and I remember having conversations with her about narrowing her niche.
When I told her she was too general and she needed to niche down, she literally said, “I think you’ve just niche slapped me!” Ha
All the regular fears came up, like “I’m not going to be able to reach as many people. What if there aren’t enough of the specific audience I’m helping, etc.?”
Then she took the courage and niched right down.
She went from serving ‘general female service providers’ to people running ‘creative consultancies’, essentially designers.
And something crazy happened.
Her business really started to take off. It went from doing a couple thousand dollars a month to tens of thousands, then hundreds of thousands of dollars…per month.
Now she runs one of the biggest coaching businesses for creatives in the world.
Had the chance to interview her on the Expert Edge recently, and we deep dived into the mindset and counterintuitive strategies she used to hit a multimillion-dollar-per-year coaching business.
Listen now: Episode 336 | How Going More ‘Niche’ Led To Millions w/ Laura Higgins
Watch Episode 336 on YouTube
Here’s what we unpack and how to apply it immediately:
1. Get niche slapped
Laura got told early on “You’re serving too many people.” She was trying to help everyone, which meant she helped no one. The moment she niched down to creative service providers, everything changed. She got the niche slap. You need one too. Pick one avatar and commit to them. Everything else dies in the noise.
2. Speak to what they don’t want
Most creatives market on revenue targets. “Make a million dollars.” But Laura’s learning that people care more about what they don’t want. Don’t want to manage a team of people. Don’t want to lose creativity. Don’t want to work 70 hours a week. Don’t want dud clients. When you speak to the negative, you attract people faster.
3. Build a tiered, but aligned offer suite
Laura has a $9 workshop for beginners (Fully Booked). Then a $2K program for creatives under $10K/month. Then a premium program for creatives making $10K+. Each tier solves for their actual problems at that stage. Beginners need foundations. Advanced creators need identity and positioning.
4. Promise identity, not just income
She used to promise “get to $30K/month.” People hit it and left. Now she promises an identity: “become a creator who makes amazing work with amazing people without burning out.” Some people want $30K/month working 20 hours. Others want $150K/month with a small team. Same program, different outcomes because the identity stays consistent.
If you’re a coach stuck between being broke or being overwhelmed, this episode is for you.
>>> LISTEN ALL PODCAST PLATFORMS: How Going More ‘Niche’ Led To Millions w/ Laura Higgins
>>> iTunes ONLY: Episode 336 | How Going More ‘Niche’ Led To Millions w/ Laura Higgins
To getting niche slapped,
Colin “Laura Inspired Me” Boyd
P.S. If you haven’t left a written review on Apple Podcasts yet, do it now. Screenshot it. Send to me on Instagram (@colinboyd). I’ll send you a thank you gift.
