Niching down and curating output to match your target audience
You want to be an authority in your field. You want to be known for your thing and you want to run a successful business. You want more people to care about what you have to offer and you want them to buy more from you.
You’ve been sharing your work online for some time and you have had some degree of success by now. But you want to take things to the next level and you want to grow your business.
If you’re like me, you’ve been sharing what you do regularly, almost every day. I love to share my activity and I love to update my statuses, letting people know of the most recent things I’m working on or what I’ve been up to lately. This is good, it’s why people enjoy social networks in the first place.
But to some degree, this is hurting your business and the way people perceive you. You see, we can’t have more than 150 close connections at a time. This means we can only follow and pay attention to a limited number of people. Beyond that number, we have acquaintances and people we know “for something”. We need to put people in a box in order to remember them. This is a natural thing. You and I do this on a regular basis, whenever we meet new people and find out something about them. We don’t keep a close relationship with all the people we know, so we end up remembering people in our network by something they did or the industry they’re in.
If you would ask me if I know any accountants, I would instantly be able to put out some names of people that I know because they are accountants.
So if this is the normal flow of things and people need to put you in a box in order to pay attention to you, what is your box? What do people know you for?
Most likely, they know you for a lot of things in a lot of different contexts, but that’s not necessarily the thing you want to be known for.
You have to align what you want to be known for with what you share with people on a consistent basis.
I was talking with my mother one time and she told me how some people in the medical field (she’s a doctor) are getting a lot of attention because of some kind of content they’re regularly putting out. She even told me that the content these people were putting out was not so great, but even if it wasn’t so good, people were paying a lot of attention to them and they were perceiving them as authorities.
It’s literally that simple to be known as an authority in your field.
Imagine what impact would sharing quality content on a regular basis with people in your industry and your followers. Things are so crowded in our times, that if you start talking in depth about a subject for a set period of time (and it’s really a short amount of time, if you ask me), people will start looking up to you and they will perceive you as an authority.
Think for a second.
You’ve been reading this content from me. You’ve read articles from me where I talk about building an audience and why it’s important for you and now I’m moving things forward in this direction. You’re kinda’ starting to gain trust in me and think that I know what I’m doing when it comes down to building an audience.
What I’m doing right here is I’m defining the box you’re gonna put me in.
If you continue consuming content from me and someone asks you “Do you know that Alex guy?”, I bet your answer would be something like “Yeah, sure, he’s the guy that talks about building an audience for your business”.
You have to define the box people are going to put you in and you have to align it with what you want to be known for.
Want to be known for doing great designs? Curate. Share only design work that you do and case studies of client projects.
Want to be known for online business advice? Curate. Share only online business advice tips and case studies of your work.
Want to be known for being a running coach? Curate. Share only running tips and talk about your success stories of your coaching clients.
Want to known for..? Okay, you got my point here.
Niching down and curating your output is defining the box people are going to put you in.
As you curate more and more and as you laser-focus your efforts on a single thing, people will start to know you for that. They will start to perceive you as an authority in that field and they will follow you.
You know why people follow authorities in different industries and they don’t pay attention to any amateur?
Because curating is valuable. Curating is showing respect for the people that follow you and consume what you’re sharing. It’s a way of inviting them into your home and saying: “Come in, it’s safe here. You’re going to love what I have to share with you. I respect your time and I’m going to stay on point.”
When you’re not curating your output, you’re inviting people into a dark, unknown space and who knows what they’re going to find in there.
You want to invite people into a clean and cosy home, **your home**, not point them to a dark, insecure space. Show respect to them and make them feel safe. This way, they will trust you and start listening to you.
I’m sure you have valuable things to offer. If you do this simple thing, the impact you will have around you will be amazing.
Start by answering this question: What do I want to be known for?
When you have your answer, that’s what you should be focusing on when you’re sharing things with other people. That’s what you should be talking about 90% of the time.
“But I want to share other things, too. When do I get to do that?”
You get to do that after you’ve established yourself in a niche within your industry. But that’s another topic, for another article.