I was back at it.
After selling my digital marketing agency and going all in on my side hustle, my business partner and I had successfully secured investors and raised capital to take our tried and tested Aussie product business to the USA.
And we’d failed miserably.
All our hard work, all the retail contracts we’d secured and all the money that we and our investors had contributed went up in smoke when our 2020 launch date collided with the COVID pandemic.
So here I was again. I was starting a business from scratch, only a decade older, fatter, and more jaded.
And it felt awful.
I swore to myself that this time would be different.
Back when I'd founded my digital marketing agency by accident in the hospital whilst giving birth to my second baby boy, there weren't the resources that there are now. I had been stuck in the grind of delivery and marketing, delivery and marketing, accepting any job that came my way, desperate to make salaries and rent every month.
This time I knew the power of a niche. I was going to serve one market with one product.
I just wasn’t sure which niche was right for me yet.
The client who changed everything...
One of my first clients in my new copywriting business was a consultant who helped Aussie businesses scale overseas.
She thought that her competitive edge was the incredible strategic tools she’d developed to help businesses scale internationally but when we really got into the guts of her offer, a common theme kept popping up.
Nobody in her circles could understand how she convinced people to connect with each other the way that she did. She’d call a CEO of a global bank who had never heard of her, and somehow not just get a meeting, but convince them to have a meeting and to do business with her clients.
She shrugged like she didn’t know how she did it either. Generous, meticulous, respectful, savvy, and warm were just who she was. She had an entire professional philosophy on connection that she thought that everyone shared so she was utterly naïve to her core strength.
I had the objectivity to see things more clearly.
Once we settled on ‘Power Partnerships’ as her communications platform as well as the messaging map that supported it, everything else fell into place.
Her keynote, the structure of her digital program, her next book title, her marketing, content and media strategy, all of it had a through-line that led back to a single ideal client and a single offer.
It simplified and streamlined everything in her business.
Importantly, it gave her a platform from which to build authority that was simple to articulate and easily ownable. She wasn’t just an international expansion consultant. She was an international expansion consultant with a clear point of view and succinct approach to new market entry.
If she met a journalist at an event, they’d walk away knowing that she was the person to speak to about scaling internationally via the power of partnerships.
If she met a new client, they knew within the first 15 seconds of meeting her exactly how she would approach the job differently to every one of her competitors, attracting only the sort of ‘pinch me’ ideal clients who shared her values and valued her services.
She positioned herself as a ‘market of one’, and she never looked back.
My niche point of view about niche point of view
It was an epiphany moment for me too.
During my decade in blue-chip corporate marketing, I had always wondered why some marketing managers were happy to sit behind glass eating snacks during research groups whilst I agitated to be in the room, looking my audience in the eye, curious to figure out what made them tick.
During my years in media and publishing prior to that, I was always fascinated with characterisation, motivation, and theme.
And at my digital marketing agency, I’d always had the ability to step back, identify and advocate for a client’s unique zone of genius. I was obsessed with how special they were, and I had a knack for helping them see it too.
This was what I loved and what I was good at. My niche point of view was that niche point of view was the foundation of Million Dollar marketing.
Since then, I’ve run client after client through my process.
One client morphed from a ‘coach in the CFO niche’ to a ‘CFO Coach on a mission to improve the performance of the entire ASX by levelling up and diversifying the office of the CFO’. Another, in ‘sustainable fashion’, is now standard bearer of, and an advocate for, ‘zero compromise ethical consumption’.
Million Dollar Messaging
Developing a niche point of view is just the beginning. Marketing is about execution and about making money.
My client’s niche POV isn’t just a pretty story.
It forms the basis of a set of tools and execution plans we flesh out in my Million Dollar Messaging process that transform their business; simplifying and streamlining everything that they have to offer.
Since that epiphany moment, I’ve demonstrated over and over that a niche point of view is the quickest and easiest way to build authority, grow a client’s sales and simplify their business and the Million Dollar Messaging framework is the best way to build it.
Are you ready to build your niche point of view and level up your business?
Need Additional Help?
If you need any additional help any of the above you have three options;
1. Attend my FREE weekly office hours and get coached 1 on 1 live: clevrcopy.com/officehours
2. Ready to get stuck straight in? Book your first 20 minute strategy call FREE at https://clevrcopy.com/book-a-consultation
3. If you need more in-depth help, book into a $199 clarity workshop here: https://clevrcopy.com/book-a-consultation
We love to chat!
chat@clevrcopy.com
+61 402 270 881
Want genuinely useful marketing tips in your inbox weekly?
(required)
Acknowledgement of Country
Voice Copy acknowledges the Gadigal people of the Eora Nation, the traditional custodians of the land on which we live & work and pay our respects to the Elders both past, present & emerging.