Niching Case Study: Mark Keane

I help people move through mental, physical & emotional blocks, & raise their state through Kundalini Yoga & Dance

sleepingserpent.com

#sytycn2014

Tad’s Rating:

6/10

Contest Rating:

9/10

Average Rating:

7.5/10

Tad’s Comments:

Right now this is a 6 for me. What’s clear is that you offer something wonderful and unique – kundalini yoga and dance. Not a lot of folks offer that. Wonderful! So, the “what” is pretty clear. Your ideal clients are those who are looking for kundalini yoga and dance. That’s the low hanging fruit.

But, what about people who might love it who’ve never heard about it yet? This articulation wouldn’t reach them.

The result you’re offering is to “help people move through mental, physical and emotional blocks and raise their state.” Here’s my challenge with this articulation of it. I don’t think anyone is actually craving this (in the way you’ve stated it). I don’t think anyone is going to bed at night thinking to themselves, “If only I could move through my mental, physical and emotional blocks.” You know? Not that they don’t have blocks. And not to say they’re unaware of them. But it is to say that they, almost certainly, don’t relate to them as “blocks.” They relate to them as very specific things. (eg “if only I could get over my shyness” or “If only I could get rid of these headaches” or “iIf only I could stop having anxiety attacks” or “if only I could stop attracting losers.”) They are very specific things for them. When we try to appeal to specific things in generic ways the response we get is confusion. And the confused mind says “no.”

Also – the phrase “raise their state” is a bit jargonish and won’t be immediately clear to everyone.

But I love the vibe of what you’re offering! More Kundalini Yoga Dance in the world!

Niching Contest Participant Comments:

8/10: I’m clear about what you do, but “people” sounds too general. Also, “raise their state” might not be clear enough, I know what you mean but it’s lingo.

9.5/10: Wow! I love this. . . I love how you are putting so much presence into your mudra and arm position, it makes me believe that you can really do what you say.
The only critique I have is that the phrase “raise their state” sounds a little ambiguous. What does that really mean for someone who hasn’t ever experienced a yoga high before? Great business name too!

8/10: Super clear.

9/10: Your pose looks a little awkward but I think the combined elements of the photo are great. At first, I’m not sure what sort of people you are trying to attract, but then i arrive at the second half of the sentence and it becomes a little more clear.

6/10: I am a huge believer in kundalini yoga and love what you do! Raise their state seems like it’s selling short the results. . . Raising consciousness is long. . . How is dance related? I am thinking it might be two niches, one for kundalini yoga and another for dance. People could be clearer. . . What kind of people do you often attract? Do they have similarities? In my business (flexibility using meridians) those hyper-extending elbows indicate a lung meridian imbalance. . . I really want to give you some meridian stretches, strengthening the pecs and biceps, and simultaneously stretching triceps and upper traps.

Maybe a wording for “state” that plays on the business name sleeping serpent?

10/10: Super clear who you help and how you do it.

I love this such joy and exuberance! I’d so do this! Very clear message too.

10/10: Your mission feels utterly clear, your pic looks pretty happily unblocked, and I’d want to check out at least one of your classes to learn more and experience what you’re offering. It sounds interesting and enticing. Let us know if you’ll be in the US/Seattle area!

Mark Keane‘s Reflections:

n/a

The Revised Niche:

n/a