Scarcity Weenies Don't Pick Niches

Sa. Hello and welcome. I'm Katie McManus, business strategist and money mindset coach, coming to you live this evening on the Facebooks, on LinkedIn, on YouTube, Twitter and Instagram. Welcome and hello. Welcome. Thank you for joining tonight. I want to talk about the thing that all weenies, people who are afraid of doing the brave ass shit that's going to get them where they want to go, have in common, especially when it comes to starting a business. Now if you've read the description of this, then you'll know it's all about starting a niche. Now I want to go into what the stereotypical weenie is afraid of when it comes to picking a niche. What they're worried will happen and the mindset shifts that like really? Or the mindset crap that gets in the way. We're going to be talking about the shift that needs to happen. We're also going to be talking about the major difference it makes in your business when you actually pick a niche that you feel aligned to and that exists out there in the world that will pay for it. Right? Because you can start a business and not get any clients. That's not a business, that's a fucking hobby. Okay? We're not starting hobbies here. We are starting businesses. Right? So I'm going to be diving into a little bit of information on how you can choose a niche and I'm also going to be giving you some information on how I teach my students. Students this, my clients in the build your own business beginner program, which is launching in about a month and a half and I'm so excited for it. So. And if you're curious about that, the build your own business beginner program, I have a link in the description of this. Live for everything except for Instagram. Instagram. I'm going to be put this is in my bio so you can go there. But the build your own business beginner program is exactly that. It's for beginners who want to build their own business. You know, I figured let's make the title simple. You know, it teaches all the basics like picking a niche. So, okay, so let's talk about the things that the stereotypical weenie in their business is scared shitless to do when it comes to starting their business and picking a nation. Hi, David. Welcome. Number one is they're afraid that if they pick a niche, they're going to scare away potential clients and that there aren't going to be enough clients out there in the world for them. Okay, Let me tell you, Paul, let Me see do it. She'll kick your ass all the way to the bank. Literally. Thank you, Paul. So let's talk about how many human beings actually live on planet Earth right now. Okay? I looked up this number recently. I talked about this in my live Yesterday. There are 7.888 billion billion people on planet Earth right now. If you think that out of 7.888 billion people, you're not going to be able to find like 600 humans who will pay you for your thing, then, babes, you need to do something else, okay? Starting a business is not it for you. And let's just talk about the, the scarcity mindset that, that just lives in this fear, right? Because I don't know about you guys, but like, literally I can't take on more than between nine to 12 clients one on one at a time. Okay? You know, nine to 12, one on one clients. Like, I make a fair amount of money doing that. I can live a very comfortable, happy life just working one on one with clients. Okay? Of course I want to work with more people. I want to be able to empower more and more folks to be able to start their businesses. I have group programs, but still through my group programs, like, I anticipate, like I hope at some point to be able to have 500 people and. Hi, Heather. 500 people going through my programs every year, okay? And assume I work for another 30 years. 500 times 30, not that many. Especially when we're considering that amount comes out of 7.888 billion humans, some of which may not even be alive yet. Who knows? There could be someone born today who I will be coaching in 29 years. You have no idea. So anyway, you have to believe. You have to believe that your people are out there. And believe me, they are. They are. And they are waiting for you. And honestly, you're just being a selfish asshole for not niching down and making it easy for them to find you. Okay? Hi, Lois. Welcome. So you need to pick a niche. Okay? You need to pick a niche. Let's also talk about how like. Yes. Okay, so the numbers are in your favor. There are billions of people out there in the world. You're likely to be able to get, you know, enough of them to make a good living doing this work. But here's the key. They're not going to be able to work with you and give you their money and have impact from your work. Experience it if they don't know that you exist. It's just never going to happen. Okay? So if you continue to be a weenie about not picking a niche, then guess what's going to happen? Hi. You're not going to get any clients because how are they going to know that you're useful to them? And the example that I like to use, like, you know, I'm a trained life coach. I went to life coach school. I'm, I'm certified. All this stuff, I use it, you know, in conjunction with a lot of the other stuff that I do. Okay? But there's always that joke of the life coach. Like the life coach goes out to get clients and, and people ask, cool, like, who's your ideal client? And life coach says, well, people who suck at life, I help them get better at being at life, you know, or in life or whatever. Like, how do you, how do you sort through like the list of friends and loved ones that, you know, for the people who are shitty at life? I mean, I know we all have some people that were like, they could really use some help. But then like, even if you can think of one to five people, how do you make that introduction? Do you go, hey, George, you really suck at life, dude. Like, you out of 1 out of 10, like 10 being the best one, you're a negative two, and I think you could use some help. I heard about this life coach who helps people who are shit at life. I think you need to talk to them. And let me introduce you. No, no one's doing that. Hi, Tanya. No one's referring people like that. Okay? Versus, versus. You have a coach. Let's call her Jane. This is the example that I put in my email today. Jane, who is a dating coach for lesbian moms who are recently divorced and who want to find their next partner, who will also be a great co parent for the children that they share custody of. Like, that's very, very specific, right? So you may not know someone who is a lesbian, who's a mom, who's just gotten divorced and is ready to start dating right off the bat. Okay? You, if you do, you're like, oh my God, this is so exciting. I, like, I have someone who needs to work with you and you need to work with her because it's tough, like, it's tough to find a partner, right? Especially when you're a mom and especially when you're sharing custody and all this stuff. Like, you, you need to be able to really strategize how you're finding that next love of your life, right? Like, how excited would you be to be able to turn to your Friend and be like, I found someone who can help you in this, like, major life project that you're working on right now. Like, let me make this introduction, okay? That. That could happen if you know that person. But here's the other thing you're more likely to remember, Jane. You are far more likely to remember this person who niched down so specifically than you are to remember, you know, someone who's just a life coach. Like, life coaches are a dime a dozen. Let's be real. Like, I was in a Pilates class once. Oh, my God, I almost died. This is after. This is. All right, before the pandemic hit, okay? I was, you know, in my business, and, you know, someone asked me what I did, and I said, you know, I didn't really want to talk about it. So I was just like, I'm a life coach. Because, you know, no one usually knows what to say when you say you're a life coach. And the lady that who's asking was like, oh, I have a life coach. She communes with my dead animals for me. And I did not know how to respond to that because that is not life coaching. Okay? So there are a lot of people out there calling whatever it is they do life coaching, all right? If you're just going out and saying, I'm a life coach, no one knows what you're doing. No one knows how you can help. No one knows who you are useful to, all right? You need to tell people exactly who you are useful to. Now, there's this other woman who I came across on Facebook. I just read this post that she did, and she is a health coach for people in the party industry. So bartenders, DJs, managers of nightclubs, okay? She helps them design more healthy lives and healthy habits around their extremely unhealthy lifestyle without compromising the work that they love. Now, that's incredible. And that's also really easy to refer to. Okay? So you can pick a niche that, you know, has a bunch of people, or you can pick a niche that has, you know, like, very, very, like, a narrow slice of humans. But I want to remind you, the more niche down you are, the more specialized you are, which means you can charge more, right? You know, we all have doctors, hopefully. Hopefully you've gone for your physical, you know, in the last year or so. If you haven't, this is your reminder. And lad, check your boobs. You know, breast cancer awareness, please. Just random side note, I don't know where that came from anyway, but your general doctor, your general practitioner probably makes you know, $200,000 a year cardiologist who works on babies probably makes closer to a million, if not more because they specialize. A neurosurgeon is going to make more because they specialize. All right? You get to specialize in your business and you're going to get to charge more because who are you competing against? You're competing against other people who just say that they're life coaches. No one wants to hire them. No offense. No offense, guys. You really need a niche though, okay? There's also this belief that, you know, like, but I can help everyone. I can help everyone. What I do is so easily applied to so many different scenarios. Like, like, there are people out there who need my help and they're not gonna, they're not gonna be able to get help from me if, if I niche down. They're not gonna get help from you anyway if they don't know what you're doing. And it's really hard for people to understand what you do if you're not telling them who you're useful to. Okay? So I teach this in my build your own business beginner group program because it is such a critical part of building your business. Like, if you do not have a niche, you can't go and market. If you don't have a niche, Running sales calls is going to be so incredibly painful if you don't have a niche. Like, you can't, you can't design a website. It's going to be really hard to show up on social media. Like, you might get some people who just like what you have to say, but they're never going to buy from you, okay? That is freebie chaser central when you're just out there giving value and spewing out all your beliefs about stuff. Yes, the gazelle. Find your niche 100%. So, so, so, so, so, SO here are the three areas that I have my clients in my build your own business beginner program and in my one on one coaching, like everywhere, I have them ask themselves, okay? So number one, everyone thinks that when you pick a niche, you're describing what you do. No, no. Your niche is not that you're a facilitator. Your niche is not that you're a leadership coach. Your niche is not that you are a stylist. That is not your niche. Okay? It's what you do. It informs how you describe your niche. Right? Because, you know, if you're a builder, you're not going to say that you empower people to live in the best home of their lives. Like, that is missing a part. You know, like, you also help build the house that they want to live in. Right. But you might also maybe, maybe there's a builder out there who helps people, like, vision out their ideal home and helps the whole family get on board and helps them do like this visualization on, like the walkthrough and what the vibe is going to be and like, get some involved in, you know, designing what the interior decorations are going to be and all that stuff. Like, sure, there's going to be some empowerment and some, you know, more woo woo language than I just build your house. Right? But you have to, like, what you do does impact how you describe what you do, but it is not your niche, okay? Your niche is a combination of two things, okay? It's who you help, the descriptor of that person and the problems they have and the solution they want or the outcomes that they want. Okay? You need both. Okay. But here's where if you do this well, you're actually going to get more people that are outside your niche. Okay, so let me explain. So when I started doing business coaching and showing people how to start their businesses, I was very much in the coaching space. Okay. Still am. Okay. I'm a trained and certified coach. I like, accidentally fell into doing this because I come from a background in sales and marketing. And when I started, a lot of my friends were like, wait a minute, how did you get clients so fast? Because they didn't know. And so I. A lot of my early clients were coaches. And to this day, I have a lot of coaches in my client list. So what was the point that I was going to make with this? Oh, God, it's late in the day. I've been. I didn't sleep a whole lot last night. Oh, my gosh. That's right. Oh, that's right. So when you have a niche, when you know who you serve, you get to be very specific about the problems that they experience. So when I started marketing that I was helping coaches start their businesses, I would. I probably. I'm a big believer in empathetic marketing. Okay. So I would go and I would just say, hey, listen, you know, you're probably struggling with, you know, figuring out what to post online, and this comes up for you. You have this fear that you're gonna look stupid. You have this fear that people are like, oh my God, what are they trying now? Yeah. And I just go through, like, you know, listing off exactly what's going on in their minds right now. Hi, David. It's funny. You just popped through. And what was funny is I'm describing all these problems that coaches had in starting their businesses. And I was very specific that I helped coaches, you know, move through all these blocks. And you know what? I got photographers and lawyers and copywriters and social media marketers popping through and asking me, hey, I know you work with coaches, but all the problems you're listing are things I struggle with. And I don't know, but I really like your vibe and I would really like to work with you if you take non coaches as clients, okay? That is the power of knowing your niche inside and outside, frontwards, backwards, sideways, all the ways, right? So your, your niche is a combination of the problems that your ideal client has that you help solve. The things that they wake up in the morning so stressed out about, the things that keep them awake at night, the stuff that they fight with their spouse about. Okay? The things that, like, they play over and over and over in their mind. You know, I like to describe it to my clients. Like, imagine your ideal client is out, you know, they're meeting up with a girlfriend or guy friend, you know, after work. They got there early, they already had a glass of wine, they're halfway through their second one, their friend shows up. What are they bitching about? What are, what is, like the torrent of complaints that they have about their day in their life to this friend? Okay, that is exactly what you should be posting out on social media, right? On the flip side, what is it that they want for their life? You know, what is it that they just wish that they could have that they don't think is. Is available to them? You know, what's something that they've always wanted but haven't really had the courage to go for it? You know, what's. What's the thing that, like, the goal that they have been working towards and working towards and working towards and can never just quite get there? Right. You know, I used to work for a fitness company, and there would always be that, you know, stereotypical person who'd come in, you know, they had lost a lot of weight. You know, they went from being really, really heavy and unhealthy, they lost weight, they're in the healthy range, and they just wanted to lose those last ten pounds, those last ten pounds to get down to like a certain weight that their doctor recommended or whatever. Oh, like that problem, like, it's just. That's just a sticking point, right? If you can identify, like, what is that final stretch of your goal And I want to help you get there. Like, that is really powerful. But here's the thing. To know those problems, to know what they want, you have to figure out who you want to serve, who do you want to work with, Right? Because let me tell you, let's stick with the fitness analogy, right? So imagine you have, like, this ex wrestler, meathead, personal trainer, really nice guy, really nice guy. Maybe a dad of two, you know, really passionate about personal training, and he decides that he wants to work with postpartum moms, you know, women who just gave birth maybe in the last year. And. And he is like, yeah, I'm going to be a postpartum personal trainer. Is he going to fare as well as the woman who's also had children, who's a personal trainer, who's been through it? No, no, no, no, no. Also, a regular personal trainer is not going to be able to market to, like, say, the meatheads who want to, like, build muscle mass, and the postpartum moms who want to recover and get their bodies back to, like, you know, what they're comfortable with. Right? You need a niche. You need to know exactly who your clients are, and in doing so, you'll understand on a very cellular level what they're struggling with and what they want instead. Okay? That is your niche. Now, this is hard to get into. This is hard to understand because oftentimes when we think niche, we think, okay, cool. Well, I'm going to work with women who are between the ages of 30 and 45, who have professional jobs and who are stressed out. And you know what I'm going to tell you, right? That's not a niche. That's not a niche that. No, no, no. Anish is also not. I help people going through transitions. I. I don't know a single person in my life who isn't going through a transition of some kind or other. Okay? I don't. Everyone goes through transitions. That's what life is all about. We're just all. That's. That's just like a. A cuter way of saying that you're a life coach. Right? And no one knows what a life coach does. No one knows who a life coach is helpful to. Now, if you want to say that you help or you work with. What's another transition you work with, say, parents whose children are getting sent off to boarding school because they're prob. They're problematic. Like, that's a big transition. That's a big thing. You can absolutely niche down in that. Anyway, so here are the Things that I do with my clients when they join. Build your own business, beginner. And all of my programs, we get really deep into what are the conversations that you want to have all the time, like, what are you interested in? Right. Because especially if you're not even sure, like really what your business is going to look like, it's really important to start at least there. Because how miserable would it be to start a business that you're bored of six months in? Like, this happened to me. This is. I went through this. I picked the wrong niche. When I first started, I was going to be a dating coach for men. And I went out and I announced I'm a dating coach for men. And I got mostly female clients and only one of my clients, one woman, stuck with the dating coaching topic. And I got so bored talking about her dating life all the time. I loved her to death. She was an incredible client. She did the work. I was so thrilled for her when, you know, she, you know, had this incredible experience. And I won't go into it, but because it's not the point here and I'm not trying to sell dating coaching now, so please don't sign up for it with me. But I was so bored of it, I just, I didn't want to do it anymore. And that's one of the reasons I switched to leadership coaching. You know, it was also where my, my clients naturally needed support. But you need to figure out what topics you're interested in. Right. What can you stick with for a good chunk of time? It doesn't mean you can't change it. I've changed multiple times in my career. Steven Doyle, welcome. Hi. But you need to start there. You then need to look at what are your skills, what are your strengths, what's your life experience? You know, what are you a recovering alcoholic and you've had this like road to redemption in your life and you are really claiming your new identity and you are establishing yourself and wanting to turn around and help people who have also gone through a 12 step program of some sort. Great. Like that life experience is so valuable because people have gone through that want someone who really gets them all right and are you willing to go there? You know, for a lot of people, if they want to coach on stuff that is related to the trauma that they actually have, it can take a while for them to get into it. And there's nothing wrong with that if that's really the impact you want to have. You just have to plan like a bigger gap of time for you to work on this, right? You also need to go out there and you need to talk to your ideal clients. Okay? One of the things that I stress in all of my programs, and let me tell you, this is the number one indicator of success, okay? The only clients that I've had who didn't get any results with me are the only ones who didn't do this step. And that is you have to go and interview your ideal clients. You have to find out what they're afraid of, what they're struggling with, what they want, all this stuff. Now, in build your own business, beginner, I call it byob, I actually lay out exactly how you do these interviews, okay? I lay out precisely how you find people to interview, how you get them to schedule the questions you ask, how you actually go through the interview, what you do with the information you get from the interview after the fact that it's. It's completely laid out for you, so there's no question. And from that data, you're going to identify because there's always going to be people in that interview pool that you're like, oh, God, I never want to speak to them again, like they were annoying or did not vibe with them. But you get to identify, like, the core people who are like them. That is who I want to work with. And from there, we create your offer, we design your sales call, we come up with marketing strategy. There are just. There's so much richness that comes out of that. And what also comes out of that is a business, a business that you built for yourself that is aligned to you, that helps people that you care about and has you doing work that is in your zone of genius, okay. And making good money from it. If you're curious about this program, Instagram, it's in my bio. But for the Facebook's, LinkedIn, YouTube and Twitter, it is actually in the description of this live. You can go and click on a link. So this program is not open yet, so you're going to be registering just to be on the alert list for when doors open. Okay? I'm so excited about this program because if you don't know this, if you haven't been on a call with me at any point, my programs are pretty expensive. And especially after the last few years, I have been working really hard to create some kind of program that would be more accessible to those who've really, like, felt the hurt financially and economically. I guess it's the same word for two different words for the same thing over the last couple of years. And I'm a firm believer. I'm a firm believer that security is found in multiple streams of income. And I don't want anyone who's already struggling to pay the bills to not be able to start their business and start making more money because they can't afford a program. So I'm super excited to be releasing this. And if you have any questions about niche, if you have any questions about your business, if you're curious about this and you just want to pick my brain, I want you to shoot me a dm, okay? We can hop on the phone, no pressure, talk about anything that's going on for you in your business or just in the idea of your business. And I will give you a very honest. And be ready. It's going to be honest. Honest feedback on what it is that you want to do, how you're going to get there and make recommendations. And it might be my program. It might be something else completely. All right? But you want to shoot me a DM about that anyway. But here's. Here's what I want to leave you all with. Stop being a fucking weenie, okay? Your life is not going to become what you want it to be without you taking action, okay? If you want your life to look like that dream in your brain, you're going to have to do some stuff that you have never done before, all right? And I want that for you. I want you to have that, whatever that is. But it's going to require you to be brave, okay? And you can be afraid while you do it, okay? I'm not saying that you have to stop being a weenie. We're all weenies, okay? I'm a weenie, too. I'm like the queen of weenies. But you don't let the fear stop you, okay? When you let the fear stop you, fear runs your life. And guess what happens when fear runs your life? You end up on your deathbed years and years and years from now, hopefully with a whole shit ton of regrets. And I don't want that for any of you. I don't want that for me either. There's some stuff I have to get to work on now anyway. I'm Katie McManus, business strategist, Money mindset, coach. Thank you, everyone who joined. David and Giselle and Lois and Tanya and Heather and Lewis and Paul and Steven. And for anyone else who joined, if I didn't shout you out, just that your comment didn't come through for some reason. And I will be going live again tomorrow. I haven't decided on the topic yet. So if you have anything that you want me to go live on, please let me know. Otherwise, have an incredible Tuesday night, everyone, and I love you all so much. Bye. In the awkward moment where I have to end the live in multiple places.