Everybody. Scott Jansen here. I just wanted to jump on this quick Facebook live in the six figure group. So, in this quick video, I just want to talk about something that I’m noticing as far as what’s happening in this group, what I’m noticing in the industry, and probably one of the biggest problems for coaches and therapists to really decide on, and that is what niche to actually pick. Now, I know a lot of you guys have just purchased the book. There was a lot of you guys. There was over a hundred or so people on the last webinar and I’m noticing that one of the biggest problems, like I said, is the whole, “Which niche do I pick?” I get a lot of people ask me, “Scott, which niche is the best? Where do I start? What’s a profitable niche? What’s the difference between nonprofitable niche and a profitable niche?”
I want to clear up all of the confusion today and I’ve given this video around the weird title, but it is literally as the name suggests. When it comes to picking a niche… Hi, Raven. When it comes to picking a niche, guys, there’s one thing that’s going to work against you, which is what you think. Thinking in business, there’s no room for it. There’s no room for thinking and there’s no room for emotion in business. Now, where most people get caught is that this first initial stage, and it is one of the hardest things to actually come to terms with, which is niching. We all know we should niche. We all know we have to become an expert in the niche. We can go on about that all day long. But when it comes to actually picking the niche, this is kind of the hardest thing for you to do.
So, this is usually what happens. Someone will either read my book, they’ll watch a webinar, they’ll go look at somebody else, another guru, and they’ll hear the same thing. You’ve got a niche, you’ve got to get down, pick a niche to become an expert. But it’s the picking of the right niche was where we all get stuck, and it all comes down to you and the way you think about the niche and your emotions that come up when deciding on a niche. Here’s the one thing I want everybody to understand to really clear this up. When it comes to picking a niche, you just need to pick something. Literally, if I put a gun to your head and said, “Which niche are you going to pick before I pull the trigger?” You have to pick a niche. You’ve got no choice. It’s either that or I’m going to pull the trigger.
That’s how quickly you need to decide on your niche because this is the hottest thing to do, which is decide on the niche. But here’s the thing. You are not married to this niche for life and the only, and I want to underline that as best as I can, the only way to find out if a niche is going to be profitable is to pick it, stop thinking, stop worrying about it and get out into the market where your niche exists and speak to real people.
Now, when it comes to the niche thing, what’s usually accompanied to this is finding your ideal client, creating your ideal avatar for your client. And I’m telling you right now that exercise is a massive waste of time. And I was talking to a few students about this yesterday, so you might think, well, why… Everybody talks about this go, “Why is it a massive waste of time?”
Here’s the thing. As soon as you start to imagine what your perfect client would be, who they are, what they might do, how much money they earn, the problems they’re having, you are inventing this person inside your head. So, I remember being given this exercise many, many, many, many years ago. And I was at a business seminar, the business guy said, “Okay, let’s play a quick exercise. Let’s imagine our perfect client.” And I thought, “Okay, cool, let’s give this a go.” Well, I imagined my perfect client is a multi-billionaire. He’s going to send me a hundred referrals a week. He’s going to pay up front. He’s going to offer to give me a bonus, and he’s going to treat me really, really well. And then I came back to reality and thought, “Hang on, that person doesn’t exist. That’s me making this person up,” and that’s one of the worst things we can do on picking a niche, guys, is trying to figure out is the niche going to be profitable, trying to think who is my perfect client and where do they hang out. You want to stop thinking, stop feeling when it comes to business. You want to pick one thing to start with.
And then the only way to confirm if that niche is going to be correct is to go out and speak to real people. Okay? What I see a lot is people pick a niche and then they’ll worry about it. They’ll think about it. They won’t pull the trigger when it comes to action because they think, “Well, I’m not sure if this niche will work for me. Is this niche profitable? How am I going to help this niche? What does this niche actually want?” And they essentially psych themselves out. It’s like if you are scared of heights, the worst thing to do to get over it would be to psych yourself out before you have to jump off something high. The best thing someone could do for you is to actually push you off the end and let you think about it on the way down. It’s the same thing when it comes to the niche. You have to, guys, just pick somewhere to start, just something, something that you might be interested in and definitely something that you can help and then go out into the market and confirm your hypothesis. Stop thinking about it.
Because here’s the thing. If you pick a niche today and you go out into the industry and you speak to 10 people inside your niche and you find out by the end of the day that nobody inside that niche really has any money, they’re not interested in actually helping themselves and they’re really not interested in the services you have, what does this mean for you and your business? Well, this is actually a win because you’ve gone out, you’ve taken action, and you’ve only wasted a day on a niche that you could have spent six months worrying about and not pulling the trigger on.
So, at the end of the day, you can now say, “Okay, that wasn’t a good niche. Let’s try my next theory and my next one.” And you keep going down this same cycle of testing each niche until you find one that works, until you find one that is full of people that has what you need. Now, what most people do is they spend six months worrying about a niche and never confirm it in reality. Your market guys and the clients that you’re working with are the ones that are going to tell you if the niche is good, okay? Don’t ask other therapists. Don’t ask other coaches if your niche is good because they’re not part of your market. And for anyone that’s known me long enough and is part of my program, when they ask me, “Scott, is this a good niche?” They all get the same response. I don’t know because I’m not in your niche. If I was in your niche, I will tell you otherwise.
So, what you need to do, guys, is stop thinking, stop over-worrying about it. Okay, stop putting the emotion behind it and get out and test your hypothesis. If you have a niche that you want to work with men to… Listening to something. Build a better body to be more attractive to find a date, let’s use that as an example, don’t sit there and think about it. Pick it, gun to your head. “That’s the one I’m going to try.” Then go speak to 15, 20, 30, 40, 50 men who you think might be a good fit inside your niche and speak to these men. Ask them what their problems are. Ask them what their issues are, what their desires are, what’s stopping them from having the date of their dream, what’s stopping them from having more confidence, whatever it is, and ask these men. Gather up real life data and by data, I mean the information that you collect from these people.
Then analyze this data across many guys or many women, whatever the niche is, and try and find out what is popular, what seems the same, what patterns am I noticing? What does really all these men want and how can I create a service that solves this problem for them? So, once you guys pick a niche, gun to your head, what is it going to be? Okay, pick it. Go with it. If it doesn’t work, find another one. If that one doesn’t work, find another one. If you’re spending any longer than an hour to pick a niche, you are wasting time. When it comes to picking a niche, you have to confirm it in the real world. Don’t sit there and write a list of who your perfect client is and imagine who this person might be because now you’re thinking again, you’re imagining. Get out, take action, speak to real people. And if the niche you really like, the niche that you really desire to work with isn’t profitable, move to another one. Okay?
But the only way to find that out is to not think and not analyze is to actually ask real people. I think one of the greatest assets we have as coaches and therapists, and if you don’t have, you need to learn it very, very quickly, is to stop thinking and take out all the emotions out of your business. Take action. It’s your thinking and the emotion that are going to stop you from taking action and it’s going to stop you taking the first leap into your business.
Now, I know picking a niche, on theory, it sounds simple, but it is one of the hardest things you guys will do. I don’t argue that point, but the harder part is not taking action on your hypothesis.
So, guys, as I said many times now, gun to your head, which niche are you going to pick. Remember, you’re not married to it. You can change it 10 times over. The ones that make it in this industry, the ones that pick a niche and get highly profitable like our students is because they’ve decided on a niche, they’ve pulled the trigger, they’ve taken action, they’ve got the data, they’ve analyzed the data. If it was good, they go with it. If it was bad, they find something else. So, if you’ve been stuck on picking a niche for the last couple of weeks, maybe you’ve just read my book, you’re at the webinar and you’re still unsure about what niche to pick. I want you to just pick something. It’s better that you pick something and get it wrong and get out there and actually test the niche than sit there in your house and worry about it, to sit there in your house and over analyze it, to think, “Well, what does this person want? Am I going to be good enough? Is it going to be profitable?” All those questions, you can’t answer for yourself because you’re not your client. Get out there and speak to real people, guys.
And the number of people you need to speak to, because I’m sure people are going to ask, if you can get anywhere from between about 20 to 30 people that are suffering inside that niche, get them on the phone for five minutes, ask them some question, understand what they’re going through, understand their desires, their fears, their wants, their worries, all the things we know to ask as a coach, write this stuff all down, record the phone call, move on to the next one. Then the next one, get 20 or 30 different sets of data and then analyze that data. What is common? What are the patterns? And those patterns will reveal everything about that niche, and it will tell you simply clear because you can see the data if it’s going to be popular and a profitable niche or if it’s going to be a waste of your time.
Scott Jansen © 2019