Niching Case Study: Anne Baker

I help overworked, overwhelmed people dr.’s can’t seem to help feel great again through empowered nutrition.

www.nourishholisticnutrition.com

#sytycn2014

Tad’s Rating:

6/10

Contest Rating:

8/10

Average Rating:

7/10

Tad’s Comments:

For me this is a 6. Here’s why: my guess is that most people feel overworked and overwhelmed. Those are criteria I would tend to put in what I call the Big Circle. They’re the things that would tend to be true of any client you work with. But my guess is that, with a little digging, you could identify a few smaller sub-sections of this general group that might have a bit more traction to them. The target market you name here (which is one part of a niche) is vague to me. If I met you at a party and you said, “overworked and overwhelmed people” I wouldn’t have any faces in particular come to mind. It feels a bit like code for “everybody.” The idea of “people doctors can’t seem to help” is a comment I hear from many holistic practitioners. It does help clarify it a bit — because if their doctor can help them then wonderful! But it’s very frustrating to have no idea what’s up. The result you’re offering is also fairly broad, “feel great again.” It’s a result I’d say that most people want. So the only laser clarity I have here is that it’s “people doctors can’t help.” But it has me wonder, “help with what?” I’d love to hear you hone in on the symptoms, issues or experiences they’re having that they went to the doctor with in the first place. Sometimes you can put a top three common examples of issues that have their root in nutrition in brackets to give some sense of context (e.g. “ . . . who doctors can’t seem to help with bloating, headaches, anxiety, depression or feeling sluggish all the time.”) That would give me something more tangible to understand. Another angle could be to hone in on the notion of a result like, “I help them figure out what role, if any, their diet has to do with their unwanted symptoms.” I keep coming back to wanting to know what their problem is and how it feels for them to have those problems. And finally, the phrase “empowered nutrition” is curiosity provoking, but not crystal clear. It has me think you’re going to do a lot of educating them so they’re empowered but I’m not totally sure. Regardless, we need more people helping us see all of the ways the food is the one of the best medicines of all. Bless you for this work in the world.

Niching Contest Participant Comments:

The whole idea is to capture your niche in one short statement. In these (overwhelmed) times where most people choose within 3-7 seconds (yes, seconds) whether you would be an answer to their question (so they click through to your website) . . . you have to seduce them quickly by making yourself understood.

It is very long. I think it would help to take out the word “again” in my opinion.

6/10: I actually feel overwhelmed reading this for some reason. Had to read it a few times before I got it. I think there are better words here than “overwhelmed” and “overworked.” This is not quite clear enough.

6/10: Not sure if you cook or teach?

6/10: I’m not sure what “empowered nutrition” is? Are you teaching how to cook or are you cooking for people? Also, most people are overworked and overwhelmed — can you describe them more clearly?

6/10: How do you do it? It seems really clear that you have a passion for helping people heal their bodies through food even though they are stressed out

10/10: “Overworked” and “Overwhelmed” take up a lot of characters! Great words though, and I love the message. Empowering ourselves, learning how to care for and feed our bodies, instead of relying on doctors to sort it all out for us. Thank you for the work you’re doing!

7/10: I love your area of work, it’s something I’m passionate about too but I’m not clear who is your market and I don’t understand the phrase “people dr’s”? Is it an American phrase? I’m in Europe.

What kind of nutrition is empowered nutrition? Am I growing my own food? Is this no refined foods, everything from scratch, super expensive personal chef sort of thing? Does a box arrive from the local CSA full of foods and veggies? Are you targeting specific health issues? Diabetes, ADHD, etc? I suspect that a lot of overworked overwhelmed people think their nutrition/ diet is just fine . . . how do you catch them (who need you most)?

Doctor’s don’t help everyone, especially in nutrition . . . so this is a perfect niche. I love the kitchen too.

9/10: I love it, just “empowered” seems overused.

9/10: I love the description, empowered nutrition and I get the niche where our medical system has failed or is unsuccessful in helping. You put a lot into very few words very effectively.

8/10: I like the 2nd part of the message, not sure if I understand the “overworked, overwhelmed” part of it.

Interesting, to me the “overworked, overwhelmed” is very clear.

9/10: I would get what you’re about . . . sympathizing with awkward sentences — this 120 word count is tough.

8/10: Echoing others’ comments that the sentence was awkward for me. I am in your niche. and there’s something about Doctors telling me I was “fine” when I was clearly NOT fine, rather than “can’t seem to help.” I like it though. I think highlighting nutrition does help to hone in on your niche.

7/10: I’m not sure who to send her way. Most people I know are overworked and overwhelmed. Does she want to focus on a particular client, or a particular health issue? Is she cooking for them, or selling healthy food, or teaching cooking, or teaching nutrition? I could use more details.

6/10: I like the idea but I think the message needs more niche-ing. “People” and “dr.’s” seem unclear. Perhaps specific aliments and what type of doctors?

9/10: The niche is so clearly named! Something about the sentence feels a bit awkward; maybe a slight edit?

7/10: The text is a bit awkward. What about “I help people with chronic conditions feel great again through empowered nutrition.”

9/10: Perhaps you still could zoom in a little more on the “overworked, overwhelmed people,” but all in all your message is very clear.

Anne Baker’s Reflections:

It’s the Twitter/120 characters that is the problem for me. My actual site says this: “Do you suffer from the Trifecta of Modern Living: Chronic pain, low energy & poor sleep?
I help overworked, overwhelmed men and women with serious, chronic health issues doctors can’t seem to help. I do this by teaching them how to reclaim their health by making simple nutritional and lifestyle changes that bring them back to balance so they may fully enjoy the best years of their lives.”

The Revised Niche:

n/a