Let’s start out by defining who your ideal client is not.

Your ideal client is not a typical member of a broad generic niche.  Let’s look at an example. If you go after all people who want to lose weight, you’ll most likely attract no people who want to lose weight: Not because you or your message isn’t good enough, but because you would have far too much competition, and your lone voice in the wilderness would be drowned out by those who are much more prominent and can afford to have bigger megaphones.

However, if you have been successful in kick-starting weight loss by eating nothing but bananas for sixty days, the right positioning can help you attract—and dominate—a much narrower sub-niche: One who will really embrace what you share.

For example, you could market specifically to:

  • Those who are vegetarian

Still too broad. You could narrow that down even further to:

  • Those who are fruitarian

Or even to…

  • Those who are allergic to everything except bananas

This is what you have to do: Find and target a specific sector of your general niche—one that has a strong, specific need that is not being adequately met.

Anyone can find a small sub-niche in desperate need, and after careful study and getting to know the sub-niche’s members, fill that need … but this strategy seems to work much better (for you, the entrepreneur) if it’s a sub-niche you are passionate about and have extensive experience in.