don’t niche down. seriously. don’t.
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Hey Reader, "You need to niche down." And every time you hear it, your entire body screams: Because what it sounds like — what it always sounds like — is: pick one tiny box and live there forever. Give up every interesting client who doesn't fit. Stop doing the work you actually love. Get smaller. No wonder you don’t want to niche down. This week in The Expert Up Club, a member started a conversation about her niche, and she looked physically uncomfortable. Like she’d rather be getting a root canal than having this convo. She's been in business long enough to know her work gets results with a variety of people. The idea of cutting that off felt TERRIBLE. She's right to be skeptical. The way "niche down" gets taught usually is a trap. There's real psychology underneath the resistance. Your brain is wired to add, not subtract. Liedy Klotz writes about this in his book Subtract — when business feels uncertain, our instinct is to expand. Reach more people. Add more offers. Talk to more audiences. So when someone tells you to niche down, your brain hears: you're about to lose clients. And it freaks out because of how humans are wired. The problem is that "niching down" is the wrong frame entirely. There's a different way to think about this — one that doesn't require you to shrink, or cut off opportunity, or choose a box and live there forever. It actually makes your message stronger for the clients you want and brings in adjacent clients who recognize themselves in what you're saying. I made a video about it this week, and I want you to go watch it. 👉 Watch: The Truth About Niching — and the shift that makes it stop feeling like a trap It's six minutes. By the end, you'll have a completely different question to ask yourself — and a better path forward than "which niche should I pick?" Yours in rebellion, P.S. Know your messaging is costing you clients, and want it fixed? My Done-For-You messaging intensive gets it done in two weeks. Get in before the price goes up on May 5th.
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Make Marketing Suck Less
Marketing strategies for solo business owners who sell outside the online business bubble. Messaging and marketing for consultants, service providers, and experts whose clients live in the real world—where funnels don't work and referrals matter more than reels.