Niching Case Study: Laura Probert

Helping the 40+ martial arts athlete improve their kicking awesomeness without causing an injury.

www.bodyworksptonline.com

#sytycn2014

Tad’s Rating:

9/10

Contest Rating:

8/10

Average Rating:

8.5/10

Tad’s Comments:

I have to give this a 9. This feels really clear. People 40 or older who want to improve their karate. I like the phrasing ‘kicking awesomeness’ because it let me know that working with you would be a lot of fun. And it addresses a major concern these athletes will have – injury. I think this is super clear. I love it. The only tweaks I might offer is to name the top three injuries they’re most concerned they’ll get to ground it even a bit more. Also – it’s unclear if you’re teaching martial arts or doing physio work to make sure they’re in good shape for it. So, clarifying that would help.

Niching Contest Participant Comments:

I like it, this would really speak to me, couldn’t be much clearer!

8.5/10: The message is clear.

9/10: Clear and simple.

8/10: Love the message — immediately know whether or not that is you!

I love the “kicking awesomeness.”

9/10: Super clear! I can instantly say this is not for x y or z but maybe for b.

7.5/10: I’d love to (learn to) kick more!

8/10: I think “without causing injury” is perfect actually because it’s clear, creates an image in the mind of the listener, and is specific to the language your tribe would use. Is it weird, I think it’s almost TOO specific and narrow? I’m not in the martial arts world at all, so take with a grain of salt. In my mind, I can’t imagine that many 40+ in the field but of course I could be wrong and I’m quite curious.

9/10: It’s clear and simple and I like that! “Martial Arts” sounds a bit general to me, there are so many different practices under that umbrella, but I’m not in the field so not sure, just something that flagged for me.

8.5/10: Wording is clear about the niche — I would remove “the” and “an,” then it reads out loud much easier for me! Not sure about the injury word, worries me slightly — maybe keep it all positive ‘improve kicking awesomeness and dynamic ability.”

Laura Probert’s Reflections:

n/a

The Revised Niche:

n/a