Step 2. Establish what they want
Think about the ideal person or people
you want to be your clients. What do they
ultimately want from their life, and from the
area of their life (fitness and wellbeing) that
you can assist them with? Many people
have goals around freedom and choice.
They want to feel like they have clarity and
a plan. They want to feel good in their own
skin and they want to know that they can
show up as the best version of themselves
every day. Knowing these answers will
give you the ability to create laser-focused
content marketing.
Step 3. Unearth their secret goal,
dream or desires
This is the supernova. When you know what
people secretly want you can start to create
marketing that specifically addresses this.
For instance, their secret desire might be
to be on Ninja Warrior or Survivor, but they
don’t tell anyone about it because they’re
embarrassed to voice such a big goal.
Consequently, they do nothing about it.
Determine what the secret goal, dream or
desire is for your niche and start to show
how your services can help them achieve it.
In this example, for instance, you might
start sharing testimonials, pictures and even
progress videos from clients you’ve trained
for adventure challenges. By talking directly
to your audience about the process you use
with clients to help them achieve exactly the
type of skills they themselves want to develop,
you can give them the confidence to take the
first step towards chasing their dream.
Step 4. Add value by giving away free
information and education
Adding lots of free value works every time,
in every niche. You know what the problems
are that your audience have (Step 1), and
now you can create a piece of free content
that helps them start to solve that problem.
You can do the same thing with Step 2,
giving some suggestions, hints and tips on
how to achieve their goal.
Do this without making an offer or selling
something at the same time. Add value first.
This shows generosity of spirit and that
goes a long way to helping them see you as
someone who cares. You’ll stand out.
Step 5. Communicate with them like
they’re humans
Talk to people like you’d talk to your friends.
Too many people take on a lecturing tone
when they’re posting online or in their blogs.
It’s important to remember that there is a
human on the other end of your writing,
videos and posts and they really need your
help. If they comment on what you post,
comment back! Have a conversation with
them from a place of being generous.
Repeat these five steps and use them
over and over again on a daily basis. This
will not only have a huge impact on your
creativity, it will also help your audience to
see you as an expert at what you do.
The goal of niching
is to know your
audience so well
that you can create
marketing that is
relatable to them.
Nicola Moras
Nicola is an online visibility expert
and author of Into The Spotlight,
a guide to help you step up
your online visibility, become a
Rockstar in your industry and
make your business thrive.
66 | NETWORK SPRING 2020