Niching Case Study: Angela Davis

Tad’s Comments:

Right now this is a 4 for me. 

First of all, feng shui seems to be a hard thing to market for a lot of people. You’re most definitely not alone in this. 

Let’s break down the elements of a solid niche to see why this is a 4 for me.

Who: There’s no clear sense of a particular target market.

What: Feng shui. That’s clear enough if you know what it is. But if you don’t, then you’ll have no idea what this all means. So, right now, your ideal clients seems to be people who already know what feng shui is. If that’s not true then we need to find a way to articulate it without naming feng shui.

Problem: There’s no problem named here that feng shui could solve.

Result: The result you name here is about “moving your life into balance.” Which is a lovely result to offer. But, and here’s the critical question to ask yourself, “is this a result than anyone is craving?” And I don’t just mean intellectually interested in. I mean longing for deeply. I mean they confess it secretly to their friends. They journal about it. They google about it. My guess is no. This is a generic result that everyone will resonate with at a shallow level but no one will resonate with at a deep level. 

How: How do you offer this result? By sharing about inspired intention. My challenge with this is that I don’t know what you mean by inspired intention. You’re using a phrase that is clearly meaningful to you but doesn’t mean much (or means very different things) to others. It’s a piece of jargon. And we want to be very careful about ever using jargon in our marketing.

Imagine your ideal client is on Island A with a burning problem. They are craving to be on Island B where they have a result they want. Feng Shui is just the boat that brings them from one island to the other. That’s it. The key challenge with Feng Shui (and many other modalities) is to stop talking about the boat and starting naming the Journey with which you help people. 

Keep it up! This world needs more balance for sure.