Episode 178 : Why Your Brand Needs to Turn Some People Off

Your brand should not rely on serving everyone—you shouldn’t be all the things to all the people. It’s time to turn some people off from your brand! While you may feel the need to take on every project that comes your way, you’re doing yourself and your business a disservice. In this episode, we’re discussing why turning those less-than-ideal clients off from your business is a good thing and why it matters! Niching down in your business allows you to focus on a massive opportunity to become an expert and serve your clients so much better in your particular niche. Attracting People to Your Business As a creative, when you’re looking for a specific service provider, you’re likely going to become inundated with all of the options out there. This is where established brands find a way to stand out, while also turning people away in order to attract their ideal clients. For example, when you’re looking for a photographer who specializes in brand photography, you’re going to find yourself turning away from photographers who haven’t established themselves in that niche. While multi-passionate photographers who offer multiple types of sessions are still experts in what they do, as a photography client, you’re looking particularly for someone who focuses on serving you best. Turning People Off From Your Brand When you focus on a particular niche, you’re setting yourself up as an expert in serving those clients. This includes marketing to them, creating a service that fulfills their needs, and excluding any other type of service in other niches. By doing this you’re attracting those potential clients who need your services , while also turning away the clients who are looking for services in those other niches. If we take the photography example, a potential client looking for newborn photography isn’t going to book a photographer that only serves brands through brand photography—and that’s the point! You’re attracting the clients you want while turning off the clients you wouldn’t serve well. Attracting the Work You Want When we create brands that speak directly to our ideal clients and no one else, we’re giving ourself the opportunity to attract the clients that we want. If we’re not attracting the right type of clients, we’re making it difficult for our potential clients to get a clear read on who we are and what we offer. It’s intimidating to market just to one type of client, because scarcity mindset tells us we’re turning away business. Niching down allows you to focus on a massive amount of opportunity to become an expert and serve your clients so much better in your particular niche. Consider what profitability is out there when you narrow your brand down to serve a particular audience. When you niche down, you’re able to position yourself with more intention as an expert. RESOURCES MENTIONED How to Nail Down Your Niche as a Designer with Sophie Malik FOLLOW ALONG Brand Strategy Podcast