Day 8 - Who's Your Tribe?
Who's Your Tribe?
Over the next four days, we're going to narrow down and identify your tribe, and find the trigger that will compel them to buy your product.
What is a tribe?
Your tribe are the people who are your most ardent fans. With just a thousand members who are raving advocates for you, you will make a good and healthy income.
But is it the sheer number of tribe members or the quality? I've built tribes both ways, and both have merits. Jeff Goins has a terrific article on this conundrum here.
What matters for our purposes, is that your tribe are the people you intend to target to sell your digital product. Of course, this can mean more than one tribe in the future, but for now, let's identify one tribe.
- These tribe members are people who find themselves in a particular situation (that you empathise with) and
- they find they have a particular problem (that you can help them solve) and
- there is an emotional moment that will trigger them to seek a solution from you.
Thus, your tribe (or target audience if you prefer) are people seeking a solution to a situation specific problem.
You identify the situation, the problem and the solution (with its emotional trigger).
Let's start, today, with the micro-niche for these people:
What's Your Micro-niche?
On Day 5 - we explored your mega-niche, which is the broad area of need that identifies the area your tribe are interested in seeking solutions.
Now, let's narrow this down.
From your mega-niche, dig down and identify your micro-niche (your tribe are facing a situational problem in this area) :
Use the MindMap below or (better still) linked here, and click on your mega-niche to open a list of some examples of micro-niches.
Also, take your key word for your Mega niche, and search on Amazon.com or google keywords to find micro-niche that best describes your target market.
But it's scary to limit myself to a tiny niche!
Yes it is.
It is incredibly scary.
We all like to think that our product or service is for everyone and the whole world needs us.
That may be true. But no-one can appeal to all of those people.
Abraham Lincoln understood this:
You can fool all the people some of the time, and some of the people all the time, but you cannot fool all the people all the time.
In my leadership development business, I focussed for years on a very big niche - basically, everyone who needs leadership development. That is everyone in the world :-)
Finally, I narrowed down my niche to Tech Leaders. And you know what?
My business grew!!!
Now, with this particular product, Going Digital, I've narrowed down to coaches, speakers and trainers who are less than comfortable with tech. i.e. non-technically inclined coaches, speakers and trainers.
And if you don't directly and exactly fit that description, that too is OK.
The beauty of targeting a micro-niche is that you still attract others who identify quite closely too.
Heck, the day I changed my LinkedIn profile to "IT Leadership" trainer and coach, I received a call from a panicked client in the chemicals industry, concerned that I meant to stop working with them.