When we think about niching, sometimes we think in terms of traits and characteristics, things like age or location. Those things are certainly important to understand if they are relevant to the work that you do and the clients that you serve.
And Niching to Desire goes to a little bit deeper level. It has to do with the audience of potential clients who ultimately are interested in the outcome that you help to bring forward.
And so we begin to ask questions around what does this individual want? And then, is there a deeper layer than the surface level desire?
A lot of times the client will be able to articulate a goal or expected outcome that they’re wishing for. For example, weight release, or to earn more income from a business. Those are both instances of a desire that a client has and an outcome that you may be able to help them to accomplish.
But the way that that desire shows up for them in their lives can be very different depending on their lived experience.
And also there can be a deeper emotional outcome tied in to the desire.
So just to give you an example, you might have two different people who both want to have the ultimate outcome of weight release. And in one case, one person is having a life experience where they are attending family events where there’s an individual in their family who’s very critical of them.
And they’re experiencing emotional responses like feelings of rejection. There may be struggles with self love and self acceptance.
And then in another instance, you may have an individual who has a spike in anxiety when they go to the doctors, because they’re getting feedback there that’s causing a concern about their health and well-being.
Their emotional responses may be more tied to things like safety or even fear around their own mortality and worries about their health.
So the way this is showing up for them is very different in each of their lived experiences, even though they ultimately want the same outcome.
So by understanding her lived experience and her deeper desire, you have layers to work with in communicating to her within your content.
When we understand the lived experience of the person we are speaking to, we can help them to feel seen.
We can help them to feel heard, and we can help them to feel understood. This contributes to their level of comfort with us, and with our knowledge and expertise. It also builds trust that we actually do “get it.”
This insight also assists us as we move into beginning to provide support to them.
We have an insight into what’s happening at a deeper level. Sometimes if you only solve the surface problem, they may go away feeling like they accomplished a goal. But if the deeper emotional desire is not met also, they may not necessarily walk away feeling like the work was a success.
So it can be very helpful for us to understand the desire and also the deeper desire or the more emotional context, the emotional goal that may or may not be in their line of sight.
Whether or not they themselves can articulate or identify the deeper desire depends on their own level of self-awareness. It depends on their level of insight into themselves and their experience with the problem itself.
When you’re speaking about these things in your work, when you can address both the surface issue, the issue they’ll say they’re concerned about, as well as that deeper underlying issue, you’re much more likely to captivate them and really have their attention.
It feels to them like you wrote that copy just for them.
You’ve described their experience.
You’re talking about them coming in and sitting down at the computer and they’re excited to update their pricing on their website, but something happens and they don’t know how to do it, or they don’t understand WordPress.
And all of that excitement goes out the window and now they want to throw their computer out the window too.
So you articulating and describing that in your copy or your content really helps them to feel like you’re sitting right there with them.
It demonstrates that you understand their plight, what their experience is like. This can be very powerful in terms of crafting more engaging, more captivating, and ultimately more soul-connecting content in order to connect with your niched, aligned client.
Less than 5 minutes.
Write down 5 of the most common Desires for YOUR Niched, Aligned Clients. Go deep!
Qualifications:
20+ years experience