You ever hear the phrase "the riches are in the niches"?

First time I heard it, I rolled my eyes so hard they nearly got stuck. Thought it was just some marketing cliché.

But look, here's how I learned the hard way:

There was this time we launched a premium coffee subscription. Target audience? "Anyone who likes coffee."

Spoiler: nobody bought shit.

We watered down the offer trying to please everyone. Our copy was generic, the vibe was bland, and the messaging was so broad we may as well have been invisible. Every rejection felt like a sucker punch.

Then someone finally cornered me and said, "Why not just go deep instead of wide?" It stung, but they were dead right.

So, we ruthlessly cut out everyone except busy freelancers who wanted top-notch beans, fast. Our headline became: "Coffee designed for people too busy to make bad coffee choices."

Sales finally moved. The freelancers felt seen. And, for the first time, we had superfans, not just "sort of interested" nobodies.

Here's the no-BS roadmap:

• Pick a tiny, underserved slice of your market. The smaller, the better.

• Build every damn thing for THEM. Ignore the rest.

• Ditch the content that talks to "everyone." Double-down on the stuff only your dream client will nod along to.

• Test every headline: If it wouldn't make your ideal client say "hell yes," ditch it.

• Remember: Every strong brand starts small. If you're doing it right, some people won't "get" you.

If you're stuck on the treadmill, constantly tweaking for different reader types, it's time to focus so tightly your competitors feel suffocated.

Inside Brand Engine, I hand you the worksheets to nail your Minimum Viable Audience and show you how to flip a narrow focus into a powerful brand moat.

Want superfans, not surface-level strangers? Jump in and let's niche so hard your competition can't breathe.

--- Shashank

11, PNR Nagar

Dindigul, Tamil Nadu 624001, India

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