Niche down," they said.
"Your brand needs specificity," they said. But secretly you think they're kind of full of it, so you skipped over the whole niching part of building your brand. Because, c'mon! You're a proud entrepreneur and you've built something pretty badass. Deep down, you kinda feel like everyone could benefit from what you do. Or at least more people than can squeeze into a cute lil' niche. (Also, niches are annoying because they're impossible to pronounce. Is it neesh or nitch? Ugh!)
But saying no to niching has side effects.
- It's impossible to write web copy. As soon as you nail a new paragraph, you read it again and realize it makes sense for Audience A, but not for Audience B. Your creative process is like the copywriting equivalent of whack-a-mole.
- Google wants nothing to do with you and you're at page 142 of every keyword you can think of.
- You're dumping garbage cans full of cash into ads for every possible audience with little to no results.
Oh, and you're exhausted! Being The Everybrand is draining. You're using up all your best energy on trying to be everything to everyone and you feel like you're spinning your wheels. Meanwhile, your niche happy colleagues are growing like weeds. You want some of that hot brand action. But niching just doesn't come naturally to you.
It's time to take your website to Maury Povich.
Want a quick 'n' dirty exercise to help you get specific with your brand messaging in 5 minutes or less?
Grab My Niche Hacking Cheat Sheet
Because a lack of specificity in your brand messaging won't just cost you time and money, it could mean attracting the type of clients that bring so much drama you really do end up on Maury Povich.