In today’s episode, I’m going to be answering a question from one of our listeners – the fabulous Adrienne. This question is in relation to knowing that your niche is actually your ideal client and can be profitable.

The core question that we need to answer here is: Is your niche viable? Or is your niche just needy, and therefore they want free stuff from you, but it’s not profitable as a business model?

That is the question we’re going to be answering. Make sure you check out the amazing free resources with this episode!


Here for the links referenced in the show notes?

Adrienne Bogatie Kashering Your Life
– Website: kasheringyourlife.co.za
– Instagram: @kashering_your_life

Ask a Question on the Podcast: tashcorbin.com/question

Nail your Niche free training: tashcorbin.com/niche


Let’s dive in!

As I said, this question was submitted by the fabulous Adrienne Bogatie.

Adrienne’s business is called Kashering Your Life, which is focused on helping people save money on their grocery bills.

You can find out more about Adrienne here:

And if YOU want to submit a question to be answered on the podcast (and receive a shoutout!), you can do so here: tashcorbin.com/question

A big thank you to Adrienne for this question.

I’m going to share with you how Adrienne worded the question because I’ve changed it a little, but that’s because I want to go a bit deeper…

Adrienne said: “How do you know if the niche you choose (because you know you can help them) is actually your ideal client?”

What this implies is that there’s a difference between your niche and your ideal clients. But in reality, if your niche is who you market to when you promote your business, it really should be your ideal clients.

I often use those terms interchangeably, because I want us to normalise that your niche is the WHO not the WHAT. A lot of people get confused and think their niche is their modality (ie. kinesiology), or their niche is their topic of expertise (ie. relationships).

But that’s not a niche.

The niche is actually who you are focused on when you are marketing your business.

It’s not everyone who could benefit from your services. It’s not everyone who needs you or needs what you have to offer.

It is who you focus on proactively when you market your business.

Seeing as that’s the definition of niche that we’re working from, then what we need to understand is: Is the niche that you’ve selected financially viable as a business? Or is it just a needy group of people that could benefit from working with you, but will never pay for it? Are they just people who are interested in free resources and aren’t driven to invest in the change that you help to facilitate?

We want to make sure that we’re clear on that because that then means we’re going to have a deeper answer to that question.

Hopefully, that’s okay, Adrienne.

I would say that if the niche you chose is not your ideal client, then it’s not the right niche.

But how do you know if the niche you’re focused on is actually viable?

One of the things that I like to say is to make offers not assumptions.

In my experience, every single niche has a profit model that will work for that niche. But not every profit model works for all business owners.

Yes, some niches are more profitable.

Some niches are more likely to convert or less likely to convert.

But there is a profit model for every niche. It’s just that if the model of business that you are focused on is selling high-ticket VIP packages, and the niche that you are focused on marketing to are people who don’t particularly see what you do as valuable (they don’t particularly get excited about investing and working with you, and they feel like they could just sort this out themselves), then you’re going to struggle to get those sales that let you know this is a viable niche for you.

Some businesses would be better suited to the influencer model.

You’re not paid by your audience, you’re paid by advertisers who want you to endorse their products to your audience.

Some businesses are better suited to monetising through actual advertising.

You have a fabulous business, your website is SEOed and people are searching for this stuff all the time.

The recipe model is one of them. You know how to get your recipes on your website to the top of Google when people are searching for them. You’ve created this amazing website that has high traffic. Those people are just looking for free recipes, they’re not necessarily driven to buy a recipe book.

But advertisers would love to get their kitchenware in front of people wanting to cook that recipe. Advertisers would love to be able to advertise their cookbooks to that type of audience, or their products and services to that type of audience.

You can sell ad space on your website. All you need to do is keep the recipes coming for free, and the monetisation comes from elsewhere.

That’s a viable business model.

But not a lot of people who want to create a business where they’re providing a service, teaching their audience or mentoring want an advertising model as part of the foundation of their business. That’s not a fast model to work with. They need their cash flow to be boosted and they need to get profitable quickly.

Some businesses are better suited to the low-ticket model.

You only sell $10 products, and to make the volume of sales that you need to be viable, you would need to build an audience of thousands of new people every single year.

Building an audience is very expensive these days. If you haven’t got something that takes off on its own and has strong organic growth, then you’re just sitting around waiting and creating a bunch of content trying to grow that audience so that you’ve got the numbers to tick the sales over.

That model for a lot of people is not great, or it’s not the right first model of profitability in their business.

The model of profitability that they’re most focused on might be selling a VIP package for $2,000.

If they sell one of those a week every week, that’s all they need. And in order to sell one of those a week, they just need to have three sales conversations. And in order to get three sales conversations, they just need twenty new people on their mailing list each week.

They can do that!

For a lot of people, the pathway to a viable niche (ie. something that’s creating a great baseline income) is the high-ticket model. But because the high-ticket model is high-connection, high-conversion, it actually requires a far smaller audience than a low-ticket model or an advertising model.

To even get a second look with influencer-style marketing, most niches will require that you have at least 25,000 followers.

Think about how long it’s taken you to get the 150 followers that you have on Instagram right now. How long is it going to take you to get to 25,000 using the strategies that you’re using?

You could keep plugging away at it… but by the time you get to 25,000 followers, now the baseline requirement is 50,000 (which has happened to a lot of people).

Do you want to just make some money in the meantime?

Making money in the meantime does not need to require that you have such a huge audience growth.

For a lot of people, a profitable niche for VIP one-to-one services or a more high-touch model doesn’t necessarily mean that that’s the long-term plan for your business.

It doesn’t necessarily mean that you’re limiting yourself to only ever working with one new person per week.

That’s often a reason people give me as to why they want to sell a $100 course… they want to help thousands of people.

But in order to help thousands of people, you need to reach hundreds of thousands of people. And reaching hundreds of thousands of people either takes a very long time to grow things organically, something going viral (which is the exception, not the rule), or it takes hundreds of thousands of dollars. Do you have any of those three things?

In many cases, no, you don’t.

We can continue to create this belief that for you to be able to help thousands of people, you need to sell something low-ticket, or we can see that the fast track to being able to do that is money. The fast track to getting the money is working with people VIP one-on-one in the first instance.

I’ve had people that I’ve worked with to help them create their online business. What we did was we just needed to get ten VIP clients at $2,500 each. That’s $25,000 of seed money that will last them for the six months that they need. And with that time, they need to be able to create the organic content, the paid ads and the audience growth to be able to then launch a $100 course and know that they’re going to make a hundred sales, which is another $10,000.

From there, that $10,000 will be siphoned off: $5,000 is for them, and $5,000 is for the next launch in which we’re going to aim to sell to 200 people and make $20,000.

But where the money comes from for that scalable low-tick part of their growth, is high-ticket, low audience numbers needed, and high-connection, high-conversion.

I just wanted to lay all of that out before I then say the number one assumption I do NOT want you to make about your audience… “If they don’t have a high income, they cannot invest in high ticket offers.”

I see this happen all the time.

People adjust their niche to be successful corporate women. But why??? It’s because they’ve got the disposable income…

I can tell you that just because someone has a high income does not mean that they throw that money away at things they don’t understand or value.

The fact that someone has disposable income may mean you have less price sensitivity for your offer. But that does not mean they will automatically throw $2,500 at this problem, even if they don’t quite understand it.

It does not mean that you’re going to overcome any of the same challenges you’ll have from a value proposition, messaging and market viability perspective for focusing on people who aren’t in the high disposable income category.

In my experience, people who have a very high disposable income often have a high proportion of their income siphoned off into investments or other spaces. Their money is working for them, and it’s very well managed and allocated. And so there is no extra likelihood that they will be willing to take a chance on something that they don’t understand.

You’re going to come up against some of the same problems.

Additionally, just because someone has money doesn’t mean that they’re necessarily driven by making more money in the same way that someone who has less money would be driven by making more money or connecting something to building an income.

There are a lot of assumptions out there that if you sell something that helps people to make money, it’s easier to sell. That’s not true! There’s more competition, there’s more need for evidence of that outcome, and there’s less likelihood that the people who have that level of disposable income are looking for that kind of solution.

You also have to present your value proposition in a way that people believe that working with you will get them that income.

It’s just as hard, if not harder.

There’s also that belief that the more money people have, the easier it is to sell to them, which is not true.

My rule of thumb is:

1. I do not make assumptions about people’s capacity or desire to buy what I have to offer.

2. I do not get myself involved in people’s personal finances.

The only exception is that I consistently say on my sales pages and in my launches that if purchasing this will put you in financial harm or risk of financial instability, I do not recommend that you purchase it.

I’m actively saying to people: don’t buy this if it’s going to put you in financial jeopardy.

That’s often another reason why people say that they want to focus on people with money… they don’t want people buying their stuff if it’s going to create financial instability for them.

You can just tell people that!

You don’t have to get yourself involved in their finances, or assume that everyone who’s working on a limited budget will put themselves in financial jeopardy without thinking it through.

In my experience, people who may have a little less disposable income or have less access to spending money are very good at making decisions about where they want to spend their money.

They’re allowed to prioritise it in a way that makes sense for them. I’m not going to get myself all up in their business on that.

I want to make sure that we’re clear that just because someone has more disposable income does not mean it’s easier to sell to them. Just because you’re selling something and linking it to them making an income does not necessarily mean that it’s easier to sell to those people.

Just because you’re focusing on saving people money, doesn’t mean they’re willing to invest the money upfront.

With Adrienne’s business in particular, let’s say on average, the people who work with you save $50 a month on their grocery bill. You could say that they’re going to save $600 a year on their grocery bills. With paying you $300, they’re going to get a return on that within six months, and then it’s just going to keep returning, returning, returning.

The first thing to consider is that people will assume they’re going to be making more income in the future than they’re making right now. We all have a natural belief that future us will be better than current us… future us will earn more than current us. That’s why lots of people get sucked into five years interest-free deals (but that’s another conversation).

But also, when it comes to saving them money on their shopping bill, that’s a reasonable expectation, but it’s not guaranteed. For a potential $600, would you spend $300, knowing that you also have to do the work? You also have to eat differently, manage your budget differently, or meal plan differently.

You’re probably not just giving up the money to get the result. It’s going to cost you money, time, effort, changes to your lifestyle, and being more organised in advance.

For some people, it’s not the financial price that they’re not willing to pay, it’s the other price that they’re not willing to pay.

Yes, every single niche has a viable pathway to profitability.

But not all niches are going to be aligned with you doing that in the way that you want to be delivering in your business, focusing on the model in your business or the timeframes that you have for your business.

The number one way to test your niche and to ensure you have a viability of niche is not to make assumptions. It’s actually to make offers. It’s to go out and test with that market. Share ways that people can work with you and buy from you. Talk about that value proposition and test your messaging.

Making offers, not assumptions, is the key thing I want to leave you with in this episode.

Make sure you’re not just deciding it’s not a viable niche because six people said they can’t afford it. Or it’s not a viable niche because you’re making assumptions about why they want to save money.

People who have very high disposable income want to save more money too. They’re not all willing to pay full price on everything because they can.

We don’t want to make assumptions there.

The other thing I want to talk about is that in selecting the niche, we don’t solely want to talk about people through the lens of demographics.

Saying that your target market is single mums who are struggling to pay their bills and stay ahead of things, and they want to save money on their bills, is not necessarily giving you all of the information that you need about that niche. It’s not all the decisions that you need to make about that niche.

I like to select a niche based on three layers of information:

Layer 1: Demographics

I want you to just have the bare minimum of demographics.

In most niches, the age range is not important.

In most niches, the income level is not important. The income source is important, but not the amount of income.

In most niches, it’s not important whether someone likes yoga or not. Even if you’re teaching yoga, you don’t have to focus on a niche that already loves yoga.

In most niches, those demographics are irrelevant.

The niche decisions that we want to make concerning demographics need to be related to who you are marketing to when you promote your products and services.

Remember: A niche is not everyone who could benefit from your products and services. It’s who you want to market to.

The niche decisions that we make around demographics need to be linked to your marketing decisions.

In most cases, that’s usually a question around:

  • Gender identity, because the way that we market to women and marginalised people is different to the way that we might market to men.
  • Where their income comes from, because the way that you market to entrepreneurs and business owners is very different to the way that you market to people who are in a job. Regardless of whether your product or service has anything to do with where they get their money from or how they make money, it is critical to the marketing decision of how you market to these people, what the messaging behind it is, and how you reach them.

They’re usually the only key demographic decisions that we make.

Layer 2: Psychographics

What’s their goal? What do they worry about? What kind of person are they?

Layer 3: Sensorgraphics

This is a term that I completely made up for what their five senses tell them.

What is their lived experience of this goal, problem, or thing that’s keeping them up at night?

By creating those three layers, what we’re able to do is have a depth of understanding of that person that we want to market to. This gives us tangibility and resonance in our messaging, and speaks to the goal or the problem that they want to solve, why that is urgent for them and why they are willing to prioritise spending money, time, effort, and energy in solving that problem or achieving that goal.

If that’s something that you think maybe you’ve missed in your niching, or your niche does not hit that clearly, then what I’d love to share with you is my Nail your Niche training, which you can access at any time for free.

Grab that free training here: tashcorbin.com/niche

I highly recommend that you check that one out.

Nniching is the number one core baseline foundation of all the other pieces of growing a business.

Once we’re clear on WHO the niche is, and what their driver and goal is, then the next layer is your messaging and your value proposition.

And that answers the question of why.

Why would they buy from you? Why is this urgent? And why are they driven to achieve this goal or solve this problem?

If you can connect with that why, then you’ve got motivation.

And then, how they find the money or what price point they can afford becomes less relevant. Because when we know the urgency and the drive, then we can connect with that and people can make an informed decision based on how connected it is to their unique desires and goals.

If people want to forego going to the movies for the year so that they can save money on their groceries because they want to save for a family holiday, then that’s their driver. It’s going to be far more likely for them to say yes to buying something from you because it’s connected to something that’s resonant for them.

They’re willing to do the meal planning, not go to the movies, and change the way that they shop because it is connected to the thing that’s most motivating for them.

That’s where a lot of people get themselves caught up in their niche and they don’t quite understand why they have to be so specific.

profitable niche messaging copy

It’s better to have a profitable niche than try to speak to everyone and resonate with no one.

Then what they end up doing is creating vague messaging.

It’s high level, a bit lofty, and it doesn’t land for people. It’s not necessarily getting the results.

This then leads to them deciding that it’s because it’s the wrong niche, it’s the wrong product, or it’s too expensive. This in turn leads them to make decisions about how they’re going to change their model of business or their pricing structure and strategy, when actually, it’s just that their niche is not specific or tangible enough.

Therefore, it doesn’t matter how cheap the price is. There is no price low enough for someone who’s a non-buyer. For someone who is not interested in the outcome you’re talking about. For someone who doesn’t get it.

In order to nail that messaging that connects in with what people are looking for, we need to understand that niche.

It’s such an important foundation, and it’s something that gets overlooked a lot.

A lot of people just pick a niche out of thin air, they don’t validate it, they don’t understand how it links to marketing decisions, and so therefore, they get caught up in demographics that make no difference to marketing decisions.

And then they say that niching boxes them in too much. They decide it’s not for them, so instead, they’re going to operate like other people who don’t have a niche… but they don’t have the things that other people who don’t have a niche have.

People will often say to me that they don’t need to niche because this other person doesn’t have a niche. But when I ask them what kinds of people they think are drawn to that other person’s marketing, they can give me a pretty accurate description. And that’s that person’s niche! They just haven’t specifically and tangibly articulated that that’s a niche… that doesn’t mean they don’t have one.

They’re creating everything through the lens of talking to that person, but they just haven’t done that through a conscious decision – it’s that they naturally try and speak to that kind of person because that’s who they are.

That is actually still niche.

Alternatively, if they say someone who doesn’t specifically have a strong niche and their marketing is trying to speak to everyone, then I look at how they build their audience.

They build their audience through paid advertising.

To get the income they get, they spend $20,000 a month on advertising. And they do it quite generically. Therefore, it takes a little longer for it to return on investment.

If you’re not willing to do that, what’s your alternative pathway to viability (ie. making money sooner rather than later)?

For a lot of people, their resistance to niching is often a misunderstanding of what someone else does or how someone else built their business, or it’s a misunderstanding of what niching is. It’s this perception that niching somehow boxes them in to talk about the same thing over and over again. But that’s niching on topic, not on who.

If any of that has resonated for you, make sure to check out my Nail your Niche free training: tashcorbin.com/niche

Plus, if you’ve got questions for me (whether it be about niching or something else in your business), please do come submit your question at tashcorbin.com/question.

I love giving you a shoutout and creating podcasts that are in response to your questions because it can make it far more practical and tangible.

Please do come and ask your questions.

Until next time, I cannot WAIT to see you SHINE.

Tash Corbin Business Mentor and Strategist