Timothy Schucker explains how to find your niche by researching online forums where your target audience hangs out. Study their language, fears, and dreams, then create a named persona like "Daryl Smith" to write marketing messages that actually resonate with them.
If I really want to target truckers. But I don't know anything about truckers. I don't know anything about the industry. I just know that I like talking to them because maybe I've sold them a life insurance policy before, and they seem like good people. Well, what I can do is I can look up trucker forums online and scroll through and read how they talk to each other, read the problems that they're having, read the fears that they have, their dreams, their desires. One thing you realize is a lot of truckers are also bikers. In their free time, they ride Harleys around. They also typically lean more towards conservative. So if I know these things, I can write them all down. And if I can craft a customer profile, give this person a name, maybe the guy's name is Daryl Smith. And I put all these attributes that I find out about truckers, and I tie them to Darrell. And whenever I craft my message and, you know, this guy would be like a general representation of what truckers would be, I can tailor it to speak to Darrell. And in turn, by speaking to Darrel, I'm speaking to a whole lot of other people that are very similar because he represents that niche.
