Do you want to avoid building a program—course, workshop, etc.— that falls into the “just another course” zone? Then, you must consider to niche its scope down.
While it’s tempting to build an “ultimate” course that encompasses everything you know about a topic, it mines your efforts to entice potential customers to buy it.
But, what are the advantages of niching your program’s scope down?
I’ll give you three.
1. Niche Down to Get Your Customers’ Attention
The first reason why you should niche the scope of your course down is to make your customers listen to you.
Different customers deal with different problems. Also, these problems happen in different contexts. That’s why each person describes their struggles differently.
The magic of niching down happens when you use in your narrative the same wording your target customers use to describe their problems.
Check out these two examples of courses’ promises about the same topic (marketing):
- “Learn everything about marketing in my 3-day workshop.” (very generic promise)
- “Build an effective digital marketing routine for your brick-and-mortar business, in 3 days, in my workshop.” (specific)
While the first promise may be completely ignored by your audience, the second one does ring a bell inside their minds. When they hear (or read) words like “brick-and-mortar” and “digital marketing”, their senses open up to your message: “Brick-and-mortar? Digital Marketing? Tell me more about it…”
In summary: when you base your course’s promise on your expertise (e.g.: marketing), your potential customers will see your offer as part of your strategy to be successful.
However, when you design it based on a specific outcome (e.g.: digital marketing for brick-and-mortar businesses), they’ll perceive your course as their strategy to succeed.
2. Niche Down to Increase Your Program’s Effectiveness
Increasing your program’s effectiveness is the second reason why you should niche its scope down.
First, it’ll have a positive impact on the perceived effectiveness.
Customers are not stupid; They know that their specific contexts demand different approaches. So, when they realize your program was designed for their specific situations, they’ll give it more credibility. Isn’t it likely that a specific program will provide better methodologies, frameworks and tools for a specific case? No doubt about that…
Second, niching down will also have a positive impact on the real effectiveness.
Since, you’re providing your customers with better frameworks, they’ll start achieving better results. As a consequence of this focus, the number of success cases will rise. In turn, these cases will boost your program’s future sales—via testimonials, case studies, etc.
3. Niche Down to Be Seen as a Specialist
Finally, niching down will increase your reputation as a specialist.
If you want to be recognized as a reference for a topic, you must know that topic upside down. The more you talk (or write) about that topic, the more your audience will see you as an expert.
But, when you try to address a broader topic, you’ll find yourself overwhelmed. Even if you try hard to learn and produce content about that topic, people won’t see you as a specialist.
Imagine two different professionals who offer a program that promises to teach you how to plant beautiful trees in your garden.
The first professional, named Sam, has a course called: “Learn how to plant beautiful trees in your garden”.
The second one, named Sarah, has a course called:”Grow beautiful fruitful trees in your garden, with low maintenance costs and zero-stress.”
So, if you want to build beautiful fruitful trees that require small effort and money, who do you think is more capable of delivering results? Yep, Sarah.
In summary, if you’re building your course or workshop, start with a specific scope.
This narrower scope will help you to:
- Make your customers pay attention to your offer
- Build the credibility of your program
- Build your reputation as a specialist in that specific topic
At this point, maybe you still have a doubt: “But, there are successful generic courses. Aren’t there?”
Yes, there are.
But, if you still are not recognized as a specialist nor have built massively successful courses in the past, you should go narrower.
Let’s think about it…
Every outcome demands an investment—of time, energy, and money. When you choose a bigger scope for your course, you’re also asking a bigger investment from your customers. The bigger their commitment is, the higher the friction to buy will be.
This additional friction will require from your customers a stronger belief that they’ll get the results they want. This stronger belief will only be possible if they have proof it worked for other people like them in the past.
So, the logic is to start with a smaller scope, help your customers achieve success, then go to bigger scopes.