[Transcript starts at 0:40]
Hello, hello, hello, my podcast people, and thank you for joining me for yet another episode of
my favorite online business podcast. If you are tuning in, listening, watching with Los Ho-HoHos on the day that it drops, it is Monday, April 6th. Welcome to April.
Like, wow. Welcome to April. The days, the days just keep going, no matter what, no matter
what shit is happening, the days just keep going.
Things have been busy over here, and truthfully, like, you know, in all the good ways, I think. I
think I'll do a little life update, and then we'll hop into the episode. Today we're talking about
steroids for marketing, but what's been happening, what's been going on socially, AVP
qualifiers all day on Saturday.
If y'all are not in the volleyball space, you have no idea what I'm talking about, but if you're in
the volleyball space, I was not playing, of course, but watching AVP qualifiers all last Saturday,
it'll be this Saturday, three Saturdays in a row, so that's how Lex and I spend our Saturdays.
Allison, my mentor, I brought her on the podcast many moons ago. Her daughter's volleyball
tournament was on Sunday, we did that all on a Sunday.
Kim, I've spoken about her before, professional volleyball player, she's coaching now because
she's pregnant, but she's staying with us for, I don't know, a week, went to a comedy show, Lex
and I went to a comedy show for our favorite comedian, is it a comic, comedian, I think it's a
comedian, favorite comedian, Rachel Scanlon, Jill is moving to San Clemente. By the time this
drops, she will have already have moved. The day that I'm recording this, because y'all know
I've recorded in the past, put it out in the future, the day that I'm recording this, I'm going to go
have dinner with her tomorrow.
When you folks watch this, listen to this, she'll already be gone. Lex and I volunteered at the
food pantry, I met up with my good friend Kay, do a little AI nerding out, we went for a walk, I'm
just trying to say yes, not by trying, I am, I'm saying yes to all the things, going and hanging out
with people and seeing people. It's just been super busy because on the other side of that, the
business side, I've been in the computer a bunch, I think I've done some episodes about it, but
the days seem to go by so fast, I'm just like, fuck, it's already Monday.
Not in a bad way, but I'm like, it's already Monday. I did the other podcast rebrand, I moved,
switched ChatGPT Curious to Prompting Curiosity, that was a big, quite a few week lift, I've
been building a ton with Claude, I automated my podcast workflow over there, I built out a
custom dashboard over there for all my new messaging clients, check out the episodes. If
you're curious about what I'm talking about, what I'm doing, go listen to the podcast.
Thank you Courtney, thank you Jojo, if we could definitely link the, at least episode 35, which is
my AI wishlist, and then episode 36, I believe was, I talked about how I built out the podcast
automation, which is really, really cool, for my other podcast. But we had Lecture Mind Live, our
live event last week, for our Lecture Mind peeps, and we brought back some of the OGs, which
was really cool. And I've been doing a ton of website messaging audits, they are rolling in,
which is why I finally built out that dashboard for, to just keep track of clients and where we're
at with the projects.
I basically made a CRM, somewhat made a CRM, for specifically what I needed. I have my main
two offers on the messaging side, are the Messaging Month and the Website Messaging Audit,
and I'm doing a ton more website messaging audits, I love, love, fucking absolutely love doing
them, and I'm leaning big into messaging coaching, and messaging as my expertise, my
speciality, which brings me to today's main topic, steroids for marketing. So brief backstory
here, last week, few weeks ago, I don't know, at this point in time, my sister reached out to me,
she texted me, she reached out on behalf of a friend who had recently had surgery and was
looking for someone who focused on basic movements and how to properly move your body
that isn't just a bunch of influencers.
I'm here for that level of specificity, because that specificity allowed me to scan the old mental
Rolodex, and I immediately started categorizing people, even if they didn't categorize
themselves at all. I went through, and I was like, okay, she's looking for this, she's looking for
this, and I'm going through people that I know that do this, and I'm like, nope, not a good fit,
not a good fit, not a good, okay, really good fit. So for those wondering, Doc Gen Fit was the
perfect fit, based on what my sister's friend was looking for, gentle movements, the
progressions, knowledgeable, focused on form and technique, online DIY options, follow along
videos, shorter videos, things like that.
And it's worth noting, all the things that I just kind of riffed off right there, rolled off right there,
rattled off, that's what I'm looking for, all those things I just rattled off there, those are areas for
specializing and niching down and being known for, right, all of those different things. Who you
work for, the problem that you solve, excuse me, who you work with, not who you work for,
who you work with, the problem you solve, your approach, how you deliver your services, those
are all categories for niching down. So those steroids for marketing that I spoke about earlier,
and that is the title of this episode, is being someone who, right, being the guy.
I want to keep it gender neutral, so I'm not going to say the guy, because despite what we
would like to think, the guy, as a term, is not gender neutral. People will argue it, and then ask a
man how many guys he slept with, and then suddenly it's not gender neutral anymore. So, y'all
know, I stay yapping about niching down, but I truly cannot overstate the value of it, and it's
something that, you know, I'm making this episode because it came up with my sister asking
me this, and I'm just like, it's so apparent how beneficial it is to become the person who does
that thing, who specializes in that thing, right.
Niching down is what allows you to become someone who does X, someone who specializes in
X, someone who can help you with X, right. Becoming the go-to person for X, that is the
steroids for marketing. So I've done a good number of websites, a good number of audits,
website audits for brick-and-mortar businesses, as I'm rolling out this, as I've rolled out this
offer, because Lex has really helped me with marketing it, and a lot of her people, and they are
brick-and-mortar business owners, that has really highlighted the value of niche specificity,
right.
It is difficult in person, but if it's possible, it would be a super easy way to set yourself apart.
Example, right, the physical therapy clinic for stress urinary incontinence in athletes, right, and
stress urinary incontinence comes up because a lot of the sites that I'm auditing, a good
number of them, the initial ones are pelvic floor PTs, and it's just like, it all feels very similar, and
it's fine because they're in different locations, different geographical locations, but the next
level of that would be to be like, we specialize just in this thing, we are the go-to for this. Yes, we
can do that other stuff, but like this is our shit, right, obviously it's difficult in person because of
volume, and you know, you need to be able to serve, you're limited to how many people can
come through your door, right.
But online, we have access to way more people, right. What you could do from an in-person
perspective is just having staff PTs who specializes, who specialize in certain things, and so it's
one of the suggestions I made on one of the audits I did, I was like, hey, do any of your staff
members like really like a certain pathology or really like a certain, you know, diagnosis? That's
a great place on the website, it's a great place to say that, and it would make a difference, right,
having staff PT that specialize in this thing. Think about, you know, you yourself going to PT or
any healthcare provider and how you'd want to go to the person who specializes in whatever
you have.
You may not think that until you have something, right, you're sitting there, maybe you're like,
ah, it doesn't matter, and then like you hurt your knee and you're like, but I want to go to like
the knee person, not like the elbow person, right. You'd be more apt to go to the generalist
than you would to go to the elbow person because you're like, but I have a knee thing. At least
the generalists, I feel like they have some, you know, experience with me, what I need help
with, but the other ones, I'm like, the elbow guy? I don't want to go to the elbow guy, I have a
knee problem.
We're likely going to, we switched vets, so our vet, Dr. Isra Rupert, we used also for moose, yes,
one's a cat, one's a dog, but you also just want someone that like cares and is like just nice and
sweet. And I had gotten a recommendation from a friend who has a dog and we went there
and she was just great, but she left the practice, she moved. And so it's fine, the place we go
and I really, real talk, I only go there because I need to get Rupert's flea meds and I have to go
to take it, I have to take him in order to get that specific brand.
We get really bad fleas here in the South Bay. So we could take moose there, she has to go a bit
more and didn't really, like Lex didn't really love that vet. And I was like, I could see that, like the
vet was like very to the point.
She was, she's very thorough, very thorough. I didn't have any problems. She wasn't mean or
bad or anything.
She was very gentle with Rupert. But Lex was like, I don't really like her. And I was like, okay.
And we got a recommendation from another friend who had just gone to this place called
Modern Pet or either Modern Vet or Modern Pet, something like that. And the woman's name is
Tammy, our friend's name is Tammy. And Tammy was just like, you know, you can go back with
the dog to whatever they do their stuff or they can do it in the room.
And Lex was like, yes, I'm on board, which means that I have to be there, of course. But either
way, we went to the new website and as I'm, we have one of those, that type of clinic here, not,
not the same place that the Tammy went, say it's a, you know, a different branch. As I'm looking
through the vets on there, I was just like, I want the one that specializes in cats, right? And says
she loved cats.
Like we want the person who does that thing, who specializes in that thing. Side note, we did
take Moose to the place. It is, it was great.
You're allowed to stay in the room. We did the drop, the blood draw in there. What a process.
Wow. Um, but is it definitely I'll, I'll end up taking Rupert there, but we do know that like we
have a proclivity, a propensity for wanting the person who specializes in the thing, right?
Obviously the most important thing when it comes to marketing is the ability to get results. Can
you get the outcome that people want? And with my vet, uh, my vet example, like I'm not going,
he doesn't, Rupert didn't have an issue.
So like, there's like a, there's more wiggle room with that, but when you have a specific problem
that you want a specific solution to, you want, that's the, that's the thing you care about the
most. Can I get that solution? Right. But a direct tie into that.
And as it relates to this episode is that it becomes exponentially easier to get results when you
work with the same thing over and over again, right? Because then you become an expert in
that thing, right? And then we have that kind of circularity where you're like, I'm an expert. I
have, I worked with the same thing. I got results in that thing.
I get testimonials about that specific thing. I am the expert in that thing. I get more people that
come to me because they want that thing.
Right. And because I specialize in that thing. And we see that, that, that circularity there.
All right. I would absolutely argue that it's more important to niche down in the online space,
like I was saying earlier, precisely because of the geographical limitations not existing. So when
you're in person, like you just like have to go, like even if there's a cat expert in New Jersey, like
I'm not going there.
Right. So like, yeah, this place and these people can be like, well, I just, you know, we're a vet
clinic, but when you're online, I'm looking for an online service. I can get to anyone.
And so we see the benefit of really becoming the person who specializes in that thing. All right.
Some folks, many folks will go to a clinic in person because it's the only clinic, the only place
they can get to.
Right. When online, you got options. So establishing yourself as the go-to person for someone
for, excuse me, for something is one of the best things you can do.
Right. And for the love, get it on your website, get your website up to speed. Right.
Y'all know, I love social media, love, love, love, love, love. And it tends to be more up to date
because people are posting consistently or they're posting regularly. But with your website,
you're not.
And so at some point it's like, okay, well, people are going to check if they're going to book a
service, they're going to go to your website. And so it's like, make sure that she's up to date.
And it just says like, you're the person for this thing.
Um, worth noting, niching down is for many people, the hardest thing that you will ever be
asked to do. Right. When I ran my Instagram intensive, it was call number one.
And I prefaced it being like, this is the hardest thing that I will ask you to do. But it is so
valuable. And time is going to be incredibly helpful for your niching down efforts.
Oftentimes niching down is a product of doing things and learning what you don't want to be
doing. Right. Or as is the case that you've watched me just go through, it's a product of, uh, you
know, evolution, right? You evolve into a niche very much like what is happening right now with
me, you know, moving into the, into the messaging niche.
Honestly, I've done this for years, four years, right? Under different names, different vehicles.
My maestro meeting, that's what I help people do is help them niche down. I would help them
with their messaging.
We'd identify the avatar. We'd see if the offer was specific to that person, see if the language is
specific. We'd see if the social media content was specific for that person and for that problem
that they solved it.
It was messaging. Right. But I had a different name for it now.
Right. You know, I went through years of doing that rather, which was super helpful and super
important for getting the reps, getting the results, acquiring the skills, getting testimonials. And
now I have the language to explain what I do and I have the confidence and the desire by more
than anything, that desire to double down on this before I was like, okay, I was, I was doing
more lively.
I enjoyed the Instagram side of things. Now I have the desire to double down on this and I have
the experience to know exactly what I want to be doing and what I don't want to be doing. Like,
ah, I don't want to service and do it that way.
Or yes, I want to do it in this way. And a TLDR here, too long, didn't read TLDL, too long, didn't
listen. Please do not listen to folks who say that you don't need to niche down.
Do not listen to well-meaning, perhaps well-intentioned online business codes who say that you
don't need to niche down. It has been my experience that the folks who say that again, perhaps
while being well-meaning and well-intentioned, they are often trying to sell you coaching, but
you're not actually trying to help you get results. Like in some way in their brain, I think they
are, but they're just like, Hey, I'm going to help you niche down by telling you, you don't need to
niche down.
Well, you're not gonna make any money, right straight up. You are going to struggle to make
money because people don't know that you can help them. And people want to go to the
person who they know and they believe can help them.
How to actually niche down and become the someone who, the person who, first, you have to
just pick a direction. You try it on and see if it fits. It's like when you go to the store and you
want to get clothes, you're like, well, let me see this.
I have a rough idea of what I want. Let me go try it on. I'm like, well, nope, that's not it.
Well, yeah, actually it's going more in this direction. I initially chose working on pain and
mobility for CrossFitters. Thank goodness they didn't pick me.
They don't pay for shit, but that's why that was the direction that I started. Next, you got to just
be okay with it taking time. For some folks, it'll be super fast because they're like, this is my
thing.
I always use Courtney Conley. She's Gate Happens. I always use her as the main example, right?
Because from the jump, she was like, I like feet.
And she has stayed in that direction. But if that's not you, then what we do is you get prolific
with content creation. It is far easier to pick up and identify a pattern when you have a whole
bunch of shit in front of you to look at.
All right. So you get prolific with content creation, daily social media content, weekly emails,
weekly podcasts, if you can. And you see what you create the most of, right? You see what you
create to create the most content around, and then you lean into that.
I'm thinking about my girl, Lindsay, right? She moved into the online space as an ortho PT. And
when you come from brick and mortar, again, you're like, well, I can help anyone that has
basically anything, which is great, but also really tough in the online space. So my advice to her
was the same.
Let's post a lot. She went through the intensive. It's like, cool.
Let's post, post, post. And I, you know, I'm watching her posts and every single post she does is
about feet. And I was like, are we going to niche down into this or what? Which then is the next
step of this, which is leaning into that thing.
It does take some courage to lean into that thing because I know people feel like, but I'm
excluding this. And, but what about, and I'm not really making any money now. And so like, if I
say no to that, I get all of that, but ultimately that is what's going to help you with this process is
you have to be like, okay, I'm going to lean into this.
I'm going to draw a line in the sand. I'm going to double down on this thing. All right.
And then you see how it fits. Fits great. Keep going.
Doesn't fit. Do start at the top again. Fits great.
And you do it for a long time. Great. And at some point you may evolve and be like, Hey, I
actually, you know, for me, I kind of go in like five year cycles and it's like, all right, I'm going to
go into, in, in other direction.
All right. So I started off as helping people, teaching them the movement side of things. And
then I went into the, excuse me, my voice went away.
And then I went into the business side for those same movement people, right? But the, the,
the niche, whatever the problem I was solving for them did change, right? But the demographic
did stay the same, right? So worth noting, yes. Part of what determines the quote unquote
traditional business success, AKA do you make money with this is the demand for said niche,
right? You can be the best at the thing that you do and be the person, but if only three people
want what you're offering or need help with your offering, then we can't expect traditional
financial business success. Of course, in staying with this financial success train of thought,
think about your own willingness to spend monies, right? My preference and my guess would,
you know, this holds true for you and I want to put words in your mouth, but my guess is that
you want to spend your money with the person for whatever it is that you want done, whatever
outcome it is, whatever problem it is that you want solved.
So don't be surprised if other people want that as well. Don't be surprised if your business
would benefit from you becoming someone who does X, someone who specializes in X, the
person to go to for X. And that my friends, to bring it full circle, is why I believe that niching
down and becoming someone who, becoming someone who specializes in, becoming the
person who does X is steroids for marketing. All right.
All right. Looking at the time, looking at the outline. That is all for today.
If you are interested in some help with your messaging, check out my new messaging services.
We will check. We will check.
We'll drop that in the show notes. You can drop the page for all of them in the show notes.
Thank you, Courtney.
Thank you, Jojo. But especially check out the website messaging audit. If you're someone who
wants help with your website messaging, right? I promise you folks, I am going to become the
person for messaging.
So that anytime there is a question, do you know someone who does messaging? Do you know
someone who specializes in website messaging? Do you know someone who can help me with
my messaging? You will think of me and only me. All right. That is all that I got for today.
All right. As always, my friends, endlessly, endlessly, endlessly. One more time.
That's four. Endlessly appreciative for every single one of you. Until next time, friends, Maestro
out.
Watch this episode on YouTube!
Check out my messaging services
Check out my second podcast, Prompting Curiosity
Ep. 36: My AI Wishlist
Ep. 37: Automating My Podcast Workflow with Claude Code
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