🗞 Course Creators Weekly #27 🗓 December 28th, 2020 - Why Finding Your Niche Is Just Plain Bad Advice
Welcome to the final issue of Course Creators Weekly in 2020!
Personally, I think the title of this article is a bit misleading, because it doesn't disagree with the idea of niching down, but how we do it. It argues that we should avoid segmenting the market based on demographics:
- "Find a niche" is bad advice, because people change, as do the niches they belong to
- Define your audience based on ideas, passions and beliefs, not demographics
- Take a controversial stance you can defend, then find people who share your views
- Try filling out the blanks: “Every __________ can/should __________”
- You will attract critics, as you should, but you'll also attract true fans
Here's my own attempt at that: “Every online course should be cohort-based with self-organizing groups, with or without live coaching.” Hit reply if you'd like to talk more!
Mariah's Rapid Validation system is all about pre-selling your course by delivering a free webinar before making a commitment to create the full course. Here are her 7 steps from idea to validation:
- Research the market—look at online reviews, YouTube and social media comments, etc
- Create a rough outline, focused on learning outcomes + pick a presale price/name
- Make a plan for next steps, assuming you make enough presales to validate demand
- Create your webinar assets, including emails, slides, mockups, registration page, etc
- Promote a free webinar for 7 days on whatever platform(s) your audience hangs out
- Deliver the webinar, teach, and pitch your course / send replay emails + follow up
- Decide if you've made enough presales to justify moving forward; revise if not
Personally, I think you should decide your presales threshold at step 3, otherwise by the time you're at step 7, you might convince yourself that you've made enough presales, no matter how many.
Not every launch will be successful, especially if you haven't done many. Do the best you can, but don't compare your first launch with industry standards—it's just not a fair comparison. Here are a few questions from Amy Porterfield to help you identify problems with your launch/marketing strategy (or do better on your first try):
- Did you actually do enough, and go all in to get results? Be honest, and adjust!
- Are you clear about your ideal customer's true desires, motivations and end goals?
- Did you identify at least 3 main objections, addressing them clearly in your messaging?
- Do you know who your ideal customers are, and did you speak their language?
- Are you showing up authentically and communicating what sets you apart?
Listen for more details and to hear examples from Amy's own experience.