I\u2019ve never read this anywhere, but I think there\u2019s a cognitive bias for \u201cgoing broad.\u201d<\/p>\n
I\u2019m talking about when you\u2019ve got a product you\u2019re launching and you think to yourself:<\/p>\n
\u201cMan, everybody would want this!\u201d<\/em><\/p>\n I think it\u2019s our human nature to think this way.<\/p>\n Of course, the inverse of this is to tightly niche yourself, to focus on one small market.<\/p>\n It\u2019s paradoxical, but the majority of the time, when you niche yourself online, you\u2019ll do multiple times better.<\/strong><\/p>\n Why? Because your message can be more targeted to your market.<\/p>\n Let me give you a fascinating example.<\/p>\n A few years ago, I wrote the copy and helped build out a funnel for Ian Hart.<\/p>\n Ian is a fitness genius and nutritionist extraordinaire.<\/p>\n But his real claim to fame is that he\u2019s a real life Back Pain Coach.<\/p>\n Ian has helped thousands overcome crippling back pain without drugs or surgery using just 6 simple what he calls \u201cmovements.\u201d<\/p>\n Sounds like magic and it is. He\u2019s got hundreds, maybe thousands of verifiable success stories.<\/p>\n When we soft launched his funnel on Facebook, we targeted an audience consisting of pretty much everybody who had raised their hand about back pain.<\/p>\n As you can imagine, that\u2019s a huge audience.<\/p>\n Unfortunately, after weeks of trying, we only broke even and at times, lost a little money on the ad spend.<\/p>\n That made us scratch our head.<\/p>\n Then we decided to focus on specific professions. People who sit on their butt a lot.<\/p>\n Again, we just broke even.<\/p>\n Then we focused on the trades. Carpenters. Plumbers. Masons.<\/p>\n We STILL came up short.<\/p>\n Now at this point, candidly, I\u2019m getting rather mad at myself.<\/p>\n Is our presell not strong enough? Is the audience not targeted enough?<\/p>\n God forbid, did I write a dud?<\/p>\n I mean we niched ourselves down to specific trades and even sports and exercise modalities prone to back injury, like golf.<\/p>\n These are great examples of “niching” yourself. Unfortunately, none of the audiences responded well to our offer.<\/p>\n It was just plain weird that a market with such a huge need, would turn up their noses at our offer.<\/p>\n So next, we decided to try niching down to the actual back pain diagnosis.<\/p>\n Our presell landers were articles dedicated to specific back pain symptoms.<\/p>\n For instance, sciatica. Lots of people with sciatica out there.<\/p>\n And what do you know?<\/p>\n We hit major paydirt.<\/strong><\/p>\n Here’s what we deduced:<\/p>\n People rarely say to themselves they have \u201cback pain\u201d.<\/p>\n Instead, they often say things like \u201cmy sciatica is acting up again.\u201d<\/p>\n So we niched down and went after all types of back pain.<\/p>\n It was pretty amazing to watch it all unfold.<\/p>\n Of course, the big takeaway is to niche yourself.<\/strong><\/p>\n But the other just as important takeaway is to niche yourself by how the market PERCEIVES itself.<\/strong><\/p>\n In this case, the back pain market sorts itself by how doctors describe\/diagnose the problem.<\/p>\n The last, but perhaps the biggest takeaway is\u2026<\/p>\n Don\u2019t give up.<\/strong><\/p>\n Nil Obstat (“Let nothing stand in your way”),<\/p>\n –Matt<\/p>\n","protected":false},"excerpt":{"rendered":" I\u2019ve never read this anywhere, but I think there\u2019s a cognitive bias for \u201cgoing broad.\u201d I\u2019m talking about when you\u2019ve got a product you\u2019re launching and you think to yourself: \u201cMan, everybody would want this!\u201d I think it\u2019s our human nature to think this way. Of course, the inverse of this is to tightly niche […]<\/p>\n","protected":false},"author":2,"featured_media":5435,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/posts\/5445"}],"collection":[{"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/comments?post=5445"}],"version-history":[{"count":0,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/posts\/5445\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/media\/5435"}],"wp:attachment":[{"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/media?parent=5445"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/categories?post=5445"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/tags?post=5445"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}