Niching Case Study: Frederic Wiedemann

Tad’s Comments:

Ok. So, right now, this is a 2 for me. I’ll break down why and maybe it might help some clarity emerge. 

The first piece that has me fuzzy is the term “heart-centered solopreneur.” This is a what I’d call an umbrella label for a group – meaning it actually includes a lot of diversity (in this case I’m imagining it’s mostly referring to service providers like life coaches and holistic practitioners) under one label. These labels are incredibly useful for us to be clear about things but they’re not that useful in marketing because it’s not a label many people give themselves. Terms like, mom, vegetarian, buddhist, homosexual, migraine-sufferer etc are terms that you immediately know if you’re in that group or not. And you know who you know who’s in that group. But umbrella terms are never quite so clear. Sometimes just naming some of the subgroups helps.

Then you speak about them wanting “success” which is true. But it’s true of everyone. What kind of success are we talking about here? 

Then you say that they want “the now.” I assume you mean that they want to live more in the present. Which is likely true. But my two quibbles here 1) are they craving it hardcore? 2) how does that craving connect to them being solopreneurs? 

Then you name your modality “flash awake” which, at this moment, doesn’t mean anything to me. 

The rest of it feels a mix of clear and unclear. On the clear side you promise a very specific time frame which I love. I would love to see more people be clear not only about what they’re offering but also how long it takes. On the other side. . . it sounds too good to be true for me and a bit vague. What do you mean by “wake up” and “get clear?” I get “cut fear” but “feel flow?” I mean I have my own sense of what those words mean but it’s a very vague sense. So you’re offering a very specific timeline on a very vague offering. 

When you say, “easier than any method you’ve ever known” I notice that I pull away a bit. How would you know what I’ve tried. This reads a bit of arrogance and hype. 

And, again, I don’t see the connection between waking up, getting clear, cutting fear and feeling flow for solopreneneurs specifically. 

If you could clarify some of these pieces I bet it would read much more clearly.