THE most critical component of charging more and converting traffic to cash comes down to refining your 'who.' Go toward the subniche that is experiencing the most pain, has the most money and is the easiest to find.

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Show Notes:

Irresistible Offer Component #1: Who exactly are you serving?

You might be working doing a little bit of everything for everyone…which means that it’s very difficult for the market to see that you are any different than anyone else.

Ok so you are a copywriter? There are a millions of other copywriters looking to do work big and small.

The types of clients you are attracting are bottom-dollar Walmart shoppers. They just want the lowest price and a quick job.

As soon as you become a “copywriter for Facebook ads” you have immediately added $$$ to the amount you can charge, simply because there are less copywriters for FB ads then copywriters in general.

And because there is a high value in your perceived expertise in a specific subject matter.

But prospects that I talk to often want to go to the next level – “yes Paul, I understand, and I have niched my service or product somewhat. But what else can I do?

Focus on the following principles to increase your leverage:

1. Go toward the niche/subniche that is experiencing the most pain. For example – you could be an Infusionsoft expert. Cool – you aren’t just a CRM expert; you are skilled at Infusionsoft. But which types of Infusionsoft prospects are experiencing the most pain or have the most need? Or let’s say you are a health coach for business lady bosses. Do you want to help them lose their first 5 pounds or their last 5? Generally losing your last 5 is the hardest – thus more difficult and painful. Focus on this segment and you’ve just given yourself a raise.

2. Let’s also talk about purchasing power. Focus your niching efforts on those clients who can actually pay you long term. So you are a photographer who does branding shoots for businesses. Who will have more money? An artist looking to sell their art or a certified nutritionist?

3. Focus your niching efforts on clients that are easy to find. Let’s say you sell PPP advertising services to small businesses. Who will be easier to find? A real estate agent or a roofer? Real estate agents live on their phones and in communication. They are way easier to prospect.

4. Niching properly allows you to build standardized systems making your workload easier. And it makes your work faster as you won’t be “task switching” as much.

5. Want your referrals to start pouring in? If you focus on a particular client to serve, you are at a huge advantage. Why? Your clients hang out, know, and communicate with people just like them. Word of mouth is much stronger if you helped a dentist with SEO when he mentions your services to another dentist. If he mentions your services to a law firm, the lawyers might wonder… “I know she does good work and is trustworthy, but will this work for my business?”

6. Every business runs into problems in their fulfillment at some point. It’s way easier to trouble shoot those problems when you are going after similar clients – as opposed to reinventing the wheel each time when a problem comes up because you have 5 different types of clients.

7. Getting really focused on who to serve will give you the perfect balance between following your passion and cash. It’s not all about money. If fact if it is – you won’t last. But sharpening your focus on who to serve give you 2 advantages: #1 – More cash in the short term to then diversify and pursue your passion. #2 – More clarity immediately to find the balance between monetary goals and personal goals.

Sharpening up your Niche is key because you’ll make more money as an expert in the field, your systems will become more standardized – making your life less stressful and you will attract better prospects. Best of all, you will have a pathway to pursue what you love.

Think about this: How much does it cost you to survey the people you’ve worked for and choose one type of avatar? One who’s easier to find and in significant pain? One who you know can pay more on average?

Virtually zero. What’s the payoff? A lot more than zero. For some of you, it will be a 10X multiple.

Your goal is to find that one ideal client who you love to serve and get really good at serving them.

Objection #1: “I don’t want to Niche because I enjoy serving a lot of different clients.” Excellent, You will get no objection from me! If you enjoy it, go do it. However, if your primary goal is to make money and you value that above serving many different types of clients: get good at one avatar first and then branch out.

Jeffy B himself – just started with books.

Objections #2: “I’ll lose out on business, because I’m not appealing to more people.” Not true! Just because you are more focused as a business doesn’t mean that people outside your avatar won’t contact you or think that you can’t help them. It means that you are positioning yourself as an expert rather than a generalist which increases your product or services value.