CopyCreator Club Member Omar T. asks this question about niching…

Should I begin broad in my niche like this sentence (I help aspiring people take back control and stop wasting their life) if I’m still not clear about the type of person and problem and niching down with time?

Or should I try picking a narrow niche like the video you mentioned from the beginning thanks in advance

My thoughts on niche are OPPOSITE to what’s trending right now…

(Where Fake Marketers preach tiny minuscule peanut sized niches)

I like a big phat niche where there is plenty of opportunity to…

Let me give a horror story why.

A while back, I was working with a client on launching a brand spankin’ new product with them.

And after weeks of prep — we landed on the niche of “Meta Ads for Christian Non-Profits Reaching Christians.”

Part of this was my idea before I was royally spanked by the failure of this campaign...

So let me take the liberty of making fun of myself for a sec 💁‍♂️

FIRST... LOOK HOW MANY RIDICULOUS LAYERS THERE ARE TO THIS!

We niched from Advertising → Digital Ads → Social Media Ads → Meta Ads.

Four layers deep right there.

Then we went from Organizations → Non Profits → Christian Non-Profits → Christian Non-Profits Reaching Christians.

So our offer was four layers deep and the target was five layers deep.

Are you seeing how stupid this is, right?

🤣🤣🤣

El Copy Goat was El Nut Job for a second.

BUT WAIT…

It gets worse.

I know I know, kick me twice and call me Sally.

ROOKIE MISTAKES!

It’s not even that we’re essentially NINE layers deep in a niche...

The biggest problem was that we picked a Tiny Minuscule Peanut Sized Niche that had a TAM of 15 people. 🤣

(TAM = Total Addressable Market)

Meaning the total amount of people WILLING and ABLE to buy was wayyyyyyyyyy too small.

Meaning there's no money to make!

Now...

I bet there some times you could go nine layers deep in a niche and sell like hotcakes if your TAM is still big enough.

But for whatever reason, I was feeling feisty and decided to test the tiniest TAM in the world into

UTTER FAILURE!

So learn from my mistakes and cook it up like this instead:

Start with the market…

What market are you in?

The big three being…

*Health

*Wealth

*Relationships

Let’s pick one of those (For the sake of this exercise — I’m choosing Health)

Perfecto.

But Health is a HUGE market.

I.e. there’s no way you’re gonna OWN being the “Health” guy. 🤣

But the TAM is literally all of humanity so we got room to play with… you following?

Now let’s pick a sub-market of this market.

Health has…

*Fitness

*Nutrition

*Longevity

Lotta different ways we can go, amigo.

But I’ma go with Nutrition.

Still a huge TAM. But way too big for us. We’ll never dominate.

Now we’re gonna layer down a bit more into a niche.

You tracking?

Here’s where I’m guiding you:

Market → Sub-Market → Niche → Sub-Niche

(we’re getting here)

Under nutrition you could go…

*Animal Based Diet

*Plant Based Diet

*Water based diet

I’m going go Plant-Based Diet. Big enough TAM that I know I could have a wildly profitable business but niche down enough that the business feels focused.

Here’s where things get interesting…

Instead of niching down even further on our PRODUCT...

I’m gonna niche down on the PERSON we serve...

It could be…

*Stay at home moms

*Athletes

*30+ year olds

Lotta different ways.

Let’s go “Athletes” cause I myself am one and have done a plant-based diet as a half-marathon runner.

So now our niche is…

Plant-Based Diet for Athletes.

Now you have a niche four layers deep that you can own and has a TAM of billions of people still.

Could you niche this further?

If somebody already dominates this niche and you could niche down further without obliterating your TAM — sure.

I may do “Plant-Based Diet for Runners.”

I still feel good about that. Big enough base.

Would I do “Plant-Based Diet for Marathon Runners"?

KICK ME TWICE AND CALL ME SALLY.

I ain’t doing that.

Not a chance in Hades I would ever touch that niche.

Cause now we just shrunk to the 1% of 1% TAM.

But worry not my friend...

It takes time, finesse and some THINKING to work through this kind of stuff.

And candidly, niche isn’t just for “beginners.”

Pros are constantly finessing their niche, including me, to make sure my business is growing.

Curious, are you navigating any niche obstacles? How can I help?

Reply to this email and let me know.

Your CopyCreator friend,

Alin “The Niche Navigator” Dragu