An entrepreneur needs to let potential customers know what’s so special about their business. For this, you need a good niche statement. The question is, what do you need to make your niche statement great? Kendra Perry dives into creating a niche statement and what goes into making one that reflects your business. Tune in to learn more and drive your business to greater success.
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The Truth About Your Niche Statement
Before we dive into this episode, I want to briefly talk about my 90-day course and group mentorship program, Health Coach Accelerator. If you are a coach working in the health and wellness space, maybe you are brand new or you are a year or two into your business and you are not getting the results that you want, meaning that you have inconsistent income and clients.
You find you are barely making ends meet, everything feels really hard, and what you want is to make $10,000 a month in your business without sacrificing your health while working with those dream clients, the people who you deeply want to work with. This is exactly what I help you do inside the Health Coach Accelerator.
In this program, what I am going to do is help you choose a very aligned, solid, and profitable niche. I am going to show you how you can stand out online, even in a saturated market. We are going to build your high-ticket one-on-one coaching program. I am going to teach you how to sell it through social media and a sales call. I am also going to teach you how to create content that attracts the right people and show you how to build your email list and gain more visibility.
This is the perfect program if you are brand new and just starting out, you do not know what you are doing or maybe again, you are a couple of years into your business, but you were not getting the results that you want. I am going to help you grow to $10,000 per month. We do not use paid advertising so you do not need to invest in Facebook ads.
I am not going to make you build a fancy over-the-top website and I am not going to tell you to awkwardly dance on TikTok unless you want to. If you want to, by all means, girl or dude, you go do that. If you are interested in the Health Coach Accelerator, the best place to start is with my free master class, How to Enroll 1-3 New Clients Every Week into Your Health Coaching Business. If you want to sign up for that masterclass, it is totally free.
This episode was inspired by one of my Health Coach Accelerator students. The question she asked was, “Kendra, I am not sure how to word my niche statement without writing a ton. I am worried that my niche statement will attract the wrong people. How can I make my niche statement attract the right people without having it be four sentences long or more?” This is a great question and something I hear all the time.
People are trying to use their niche statement for everything. They want to use their niche statement to not only attract the exact person with whom they want to work but also tell the person about everything their program is about and the way in which they help people get the results. That is not what a niche statement is for.
A niche statement is made up of, “I help this person solve this type of problem and get this type of outcome.” It is all about attraction. You do not want your method in there. The method would be using blood sugar, mindset, mindful eating, or Reiki, all of those things. You want to keep it out of the niche statement because that stuff does not necessarily mean anything to them at this point.
What you want to think of your niche statement as is it is literally the first thing that people see when they come into contact with your business, either on your website or through social media. It will be most likely the first thing they see. Let’s say they land on your Instagram profile. If you have done your job, you are reading this blog and you were doing what I tell you, you will have your niche statement right there on your Instagram profile.
They are going to see and use that to make the decision, “Do I want to follow this person or not?” That is going to be a quick decision. You do not want there to be anything confusing. If you put “with Reiki and with mindful eating,” they may have no idea what that is and that might confuse them. Again, you have a very limited amount of time to capture their attention so we want to keep it results-focused.
You want to keep the method out of that. That then begs the question, “If I am not talking about my method and the way that I help people, then how are they going to avoid attracting the wrong people? The people I do not want to work with.” For example, maybe that is the people who are looking for a quick fix, the people who do not want to put in the work, or the people who are looking for superficial reasons to lose weight or whatever. What I am going to tell you is you are going to attract the wrong people. This is what we call top of the funnel.
These are the people who are landing on your page and they are making a quick decision whether to follow you or not or to further engage with your content. Some of those people are going to be the wrong people. You can’t get around that. It is going to happen but your niche statement is not where it ends. That is not the end of it. It is not like they see the niche statement and from there, they have to make a decision to work with you or not.
Nobody is going to buy anything from your niche statement alone. The only intention is to show them if you are someone they want to follow or not. That is why we want the niche statement to be attractive and repellent at the same time. Because if you are out there saying, “I help women in their 30s lose weight,” and I am a woman in my 60s who wants to lose weight, I am instantly going to know, “This is not the right person for me.”
If you come to my Instagram bio, you are a business coach, and you see that I help health coaches, you will be like, “She helps health coaches and that is not me.” You will repel some people, but ultimately you are going to attract some people who are the wrong people, but that is not the only filtering process. There are many more filtering processes. I am going to use this nerdy example of a high-quality water filter. A high-quality water filter has more than just a carbon or a charcoal filter. It has all these other little filters.
If you go look at the water filter underneath my sink, I have three different filters and they all have different layers. There is this entire filtering process, like a water filter that happens when people start coming into our world. The first filter, and maybe that is the carbon filter, is the niche statement. It is going to repel certain people, but it is going to also attract a bunch of people too. From there, they are going to start consuming some of your content. Maybe they are going to check out some of your Instagram Stories or see, “They have a podcast. I am going to go listen to the podcast.” Maybe they are going to check out some of your Reels or whatever it is.
In your content, this is where you go deeper into the method, the way in which you help people and the philosophy. What is the philosophy around what you do? You are going to learn when you come into my content that I do not think websites are useful. I hate websites. I have content that says, “F*** your website.” When you first come to my account, maybe you want to build $10,000 per month and you think you need to do that through a website or you are stuck on this idea that you need a fancy website to do it so you just want a website.
That person is not the right person for me unless I can convince them that a website is stupid, but the person who deeply wants the website is going to come to my account, being like, “She can help me make $10,000 a month. They are going to go through my content. They are going to see my carousel posts where I say, “F*** your website.” They are going to be like, “This is not for me,” but you will see that the niche statement didn’t block them. They got past that first filtering process and it was my content that showed them my philosophy around websites and made them realize that, “I want a website and I am set on this so this is not the right person for me.”
Perhaps, what they are going to learn is that, “She is right. Websites are not as effective as I initially thought.” The same thing can happen with your audience as well. You might have people in. Let’s say you are a weight loss coach. You help women lose weight, but the way in which you help people lose weight is beyond the calories in calories out model. Maybe you are more into releasing trauma and limiting beliefs, and there is this whole emotional component. That might be the primary part of your program. That is great.
They have no idea about that yet so you do not want that in your niche statement. You want to say, “I help women in their 30s lose weight,” so they are going to make it through that filtering process. Maybe this is a person who is like, “I want the fad diet. I want you to help me lose weight fast. I want you to help me restrict calories, exercise more, or whatever.” They want that traditional model.
Right now, they are not the right person for you, but they have come in and they are consuming your content. They are going to start to see that you have a very different philosophy than other weight loss coaches. Maybe they are at a point in their journey where they are not ready to see that and they find that very triggering. That can happen.
Sometimes certain things are totally outside of our realm of possibility. Maybe I believe that the only way someone can lose weight is through restriction so when I see that you are out there being like, “You can indulge. You only need to deal with your emotions and all of that.” I might find that triggering. I am like, “F*** that. That is not true. That is BS.” I am not ready and I go, “You repelled me because I am not ready yet. I am not the right fit.”
It does not mean I am not going to come back, but maybe I see that and it speaks to me. It makes me realize something deep within myself and I am like, “She is so right with these emotions. I am carrying all this stuff.” Do not be worried about attracting the wrong people is what I am trying to say. Just because they are wrong when they find you, it does not mean they are always going to be wrong because there is an evolution that people go through when they start to pursue a healthy lifestyle and try to heal their bodies. What they originally think they want or need, they might learn through your content that they want something entirely different.
The woman who wants a quick fix to weight loss, who wants to lose it fast so she can look at it in a bikini, is going to find your account and start following your content. If content speaks to something deeper within her, she might go through a transformative process in which she starts to come around to your philosophy. If not, she will probably never work with you because it is not going to connect with her.
Do you understand what I am saying? Does this make sense? Is this landing? I would love to know. Shoot me a message on Instagram if this is landing. My handle is @KendraPerryInc because I want you to understand that it is not all about the niche statement. I know that might be a weird thing for me to say because I am the psycho about niching. I am your psycho niche friend, but that is the first piece of it. You have all these other opportunities to qualify them, warm them up, and make sure that the people who are booking sales calls with you or coming into your group program or online course are truly the right fit.
Do not worry about attracting the wrong people. Either they will eventually realize that you are not the right fit for them or they are going to go through an evolution and turn into the right person for your program. I hope this helps. Again, if you are interested in the Health Coach Accelerator and working with me inside my 90-day course and group mentorship program, I would love to have you. The best place to start is my masterclass, How to Enroll 1-3 New Clients Every Week into Your Health Coaching Business.
In this masterclass, I am going to go through the entire framework that I teach inside HCA. You are going to get it with actionable tips. Even if you do not want to do HCA, it is incredibly valuable. I have had people say it is the most valuable free training they have ever done. If you are interested, at the end of that training, I will go through in detail everything that you get inside the Health Coach Accelerator. My friend, I love you. I hope you are doing well. I will see you next time when I help you become wealthy AF.