Dennis The Menace Your Content

Somehow the fitness industry manages to overstate the importance of knowing your niche, and STILL get it wrong.

I think it’s become a ‘What’s their sex, job and busyness’ level

Rather than an actual understanding of all of the things that make them tick.

If you work with people in finance, for example - the tax year runs their calendar.

Launch in April and you’ve launched into their worst month - and you might interpret the silence as something wrong with what you were selling, and start hacking at your programme to change things that didn’t need changing.

Details like the school run, whether they work remotely, how their day looks at 7am and 9pm - these things are all important.

Even little things like how they talk - Their words, not coaching words.

Will Storr has a stat on this - people who didn’t pick up their workplace’s way of talking were 4x more likely to get sacked. Groups can pick up who sounds like them.

Instead of going on about these things (I could talk about them all day)

I want to talk about how you can communicate in a format or medium that they will love.

Little things like this are where you can have fun.

Does your audience love anime? Share case studies in an anime storyboard, or make carousels like this.

Work with parents? Hijack a popular kids book, use it to make content, lead magnets or characters in your programme.

If you work with a slightly older demographic? Wrap your stuff up in a fun nostalgic medium - for example, The Beano comic.

One of the benefits of AI is you can take your ideas, thoughts and work - and put it in a vehicle your audience will understand.

This was the thinking behind my ‘Let AI Cook’ recipe series - I work with a lot of coaches and nutritionists - they know recipes, and the benefit of instructions to follow in this format.

Sharing how they can do cool stuff with AI through this medium is more entertaining than a bullet point list in a Google Doc.

Niche is incredibly important for the serious stuff - offer, marketing, promise.

But it also underpins all the unique fun stuff you can do to stand out.