Foundation of Targeting


start here: You want to OWN a category by creating a micro-niche.

You’ve likely heard all about the power of niches. But it’s not enough to simply create one layer of focus, and then stop there. You have to get ultra-specific to where you build a niche within a niche with a niche.

Niches work in the opposite way we often imagine them to.

We tend to think the broader I market the more people I have the opportunity to attract. But it’s the opposite: The wider you target, typically the more you shrink into obscurity.

The same is true for groups. One of the biggest mistakes of people with big groups & small bank accounts is having groups filled with anyone & everyone.

The goal is not to attract as many people as possible. It’s to attract as many of the right people – people you can serve & sell – as possible.

And creating your micro-niche starts with clarifying your who, what & how.

  • Who do you help? – Entrepreneur
  • What problem do you solve? – Self image, Entrepreneur transformation
  • How do you solve it? – what, why, mindset, taking action, productivity, Feedback ( Mindset shift ) Version 2.0

We want to become known for helping a specific avatar (WHO) solve a painful problem (WHAT) in a unique way (HOW).

Most niche teaching stops at the who and what.

  • I help entrepreneurs get more clients.
  • I help single men find their dream girl.
  • I help college students start side hustles.

But the real magic is who + what + HOW.

If you get this right, you’ll be ahead of 99% of others.

And you’ll no longer have to wonder, “How do I stand out?” because you’ll have found your answer.

So first things first, Let’s start with WHO.

But the real magic is who + what + HOW.

If you get this right, you’ll be ahead of 99% of others.

And you’ll no longer have to wonder, “How do I stand out?” because you’ll have found your answer.

So first things first, Let’s start with WHO.

Who is your ideal client?

We want to become known for helping a specific avatar (WHO) solve a painful problem (WHAT) in a unique way (HOW).

This part is so simple in theory; it’s easy to misunderstand. 

Who do you want to help?

But we’ve got to get specific. “Small business” is not a specific WHO, right? 😉

You want to get a few layers deeper.

E.g., Entrepreneurs ➡️ Online Entrepreneurs ➡️ High-Ticket Entrepreneurs ➡️ High-Ticket Online Coaches Selling B2B Programs

  1. What does this niche call itself?
  2. What are the key factors that make someone an ideal client in this niche? 
    1. B2B
      1. Revenue level
      2. Size of team
      3. Time in business
  1. B2C:
    1. Stage of life
    2. Current health situation
  2. Demographic:
    1. Audience Age Range 
    2. Location
    3. Gender
    4. Average Income Level
    5. Relational status:

You want to get as detailed as possible. As your group matures, you can always evolve and change your WHAT and your HOW. But if you’re unclear on your WHO, you’ll fill a group with the wrong people.

Another way to ask this is:

  • Who do you not want to help? 
  • Who can’t you help? 
  • Who do you not enjoy working with?

You may not nail this from day one. But you want to have a clear enough direction where you can keep moving forward.

What is their biggest problem & goal?

We want to become known for helping a specific avatar (WHO) solve a Problem (WHAT) in a unique way (HOW).

Our what is made up of 2 things, the problem & the promise.
More specifically it’s about where they are now, and where they want to be.

PROBLEM: What problem do you solve for clients?

  1. What are their top 5 challenges right now?
  2. What are their fears?
  3. What are their frustrations?
  4. What is the main obstacle holding them back?

What’s important to understand here is that there may 100’s of problems they’re experiencing. But what’s the one big “it’s keeping me up at night” problem you’re passionate about solving, that they’re happy to pay you to solve?

PROMISE: What will your clients life look like if they buy your solution?

  1. What are their top 5 aspirations for their business/life?
  2. What does your ideal client’s dream outcome look like? What do they want more than anything else? How would they describe it?
  • Consistent clients
  • Million dollars.
  • 7 Figures
  • Calendar Full of Sales Calls
  • Fully trained appointment setters
  • Pre-baby body back
  • Fully booked Practice
  • Consistent Stress-Free Business growth.
  • Become a millionaire
  • Own a home
  • Restore their marriage

The most important thing here is you can’t decide what they want. You have to find out and articulate this in the language they would use.


If you’re feeling unclear, You likely need to do a STACK of market research. 

Without it, you’re riding blind and you’ll likely launch a group that doesn’t actually solve a big problem for your ideal prospects. (And it’s likely making your core offer suck too, but let’s chat about that another time)

Your group needs to be the paracetamol to their headache. 

It cannot be a vitamin (leave that to the supplements industry); it must be a pain killer. 

❌ Vitamin (nice to have, long term will help you incrementally thrive)

✅ Painkiller (must-have, short-term will help you survive)

Your group must solve real pain.

And until you understand their main pain and their greatest desire, your group will never be the community and resource you want it to become.

So don’t skimp on interviewing prospects, studying competitors, and understanding what’s going on in the minds and hearts of your ideal prospects. 

This is where great marketing is built.

And though it may help them in a lot of ways, you want to aim to solve ONE big problem and help them achieve ONE big promise.


We want to become known for helping a specific avatar (WHO) solve a painful problem (WHAT) in a unique way (HOW).

This is the key to a killer micro-niche.

The unique way needs to be new or different, not just a better version of what already exists. (Even if it’s not new, it needs to FEEL it).

In Expert Secrets, Russell Brunson says 

“Our goal is not to fix what’s not working. Our goal is to REPLACE what’s not working with something better. 

Most often, when people start thinking about the product or the service they want to offer, they start by looking around what is already out there, and then they try to “Build a Better mousetrap”. 

When you do that you are not offering them a new opportunity, you are offering them what we call an improvement offer.”

People love new opportunities and different vehicles for change, because it helps us understand why what we tried in the past didn’t work ( and also why we shouldn’t give up hope).

Think health & fitness for a second. If you’re out of shape (Join the club 🙋🏻‍♂️), you don’t want to be told to work harder, diet longer, and develop better discipline. We love to hear things like:

  • “Carbs are making you fat”
  • “You can’t lose weight because you’ve damaged your metabolism”
  • “Fasting is the secret hack to weight loss”
  • “cRosSfiT iS tHe B3sT!1!11!”

And often leads a sense of relief “It’s not my fault, the carbs made me do it”. And now a renewed sense that this time you try again it will be different – Because you now have a better HOW.

Improvement is hard. New is exciting.

So let’s get our marketing nerd on for a sec…

The 5 Stages Of A Market & How To Discover Your Unique HOW

There’s an incredible book called Breakthrough Advertising, by a super smart guy called Eugene Schwartz. And in it, he talks about something called “The 5 Stages of a Market”.

As markets mature, marketing has to evolve. When weight loss & dieting was “invented”, how much marketing do you think it would take to get someone interested in your solution? Not much, because there was very little competition. 

In 2021? The weight loss industry is now worth $70 billion/year. To stand out you have to be different.

The 5 Stages of a Market’s Evolution.

  1. Ordinary Claim
  2. Stronger Claim
  3. Stronger Claim w/ Mechanism
  4. Stronger Claim w/ New Mechanism
  5. Stronger Claim w/ New Mechanism and Identification

Here’s an example for a weight-loss coach:

  • Ordinary Claim
    • I help people lose weight.
  • Stronger Claim
    • I help people lose 20lbs in 30 days.
  • Stronger Claim w/ Mechanism
    • I help people lose 20lbs in 30 days using Intermittent Fasting.
  • Stronger Claim w/ New Mechanism
    • I help people lose 20lbs in 30 days using The Anabolic Fasting Method
  • Stronger Claim w/ New Mechanism and Identification
    • We help Latino single-mothers lose 20lbs in 30 days using The Anabolic Fasting Method

Rather than trying to guess where your market might be, I’d assume – like the rest of us – it’s likely saturated. So market like you’re in the 5th stage, and you’ll crush it.

If you were launching a new coaching program, how much easier do you think it’d be to stand out and attract clients if you were marketing at the 5th stage (Stronger Claim w/ New Mechanism and Identification aka UNIQUE HOW) versus the 1st?


When identifying your unique HOW, Think addition (New), subtraction (without) or multiplication (this x this x this _.)

Let me give you an example. If I was helping coaches get clients, I could emphasise my unique how on any of the below:

  • Addition – Using TikTok ads.
  • Subtraction – Without cold outreach, paid ads, or networking events.
  • Multiplication – Ads x groups x setters = (something new entirely.)

If I was helping single Dads lose weight, I could emphasise my unique how on any of the below:

  • Addition – using carb-cycling.
  • Subtraction – Without giving up the foods you love.
  • Multiplication – fasting x supplements x 10-minute walks = (something new entirely.)

If I was focusing on addition, then my group could be all about educating people on this incredible opportunity with TikTok. Why it’s so much better (& different) for coaches to get clients.

If I was focusing on subtraction, then my group could be all about how most people are trying to get clients in all the wrong ways. And how you can still be successful without all the things most coaches think they have to do. What you’re against can sometimes be just as powerful as what you’re for.

If I was focusing on multiplication, then my group would be about showing what happens when you strategically combine 3 things you may already be familiar with. 

For example, People have heard of groups and virtual assistants, and appointment setters. But what if there was a way to combine all 3 into something awesome & powerful called an Automated Group Funnel? (Pretty cool, yeah? 😎)

Unique avatar (WHO) + Specific problem (WHAT) in a unique way (HOW)


And when you micro-niche well, the hardest part is done.

One last thing, name your process to make it memorable.

  • ____ System
  • ____ Method
  • ____ Formula
  • ____ Accelerator
  • ____ Campaign
  • ____ Matrix

If you get this right, the core of your foundation is set and people will be hooked into your group from day one.

Now let’s quickly touch on naming your group…

Naming Your Group

Naming your group is important for a number of reasons.

  • Building a brand
  • Organic “SEO”
  • Differentiation
  • Group intention & culture

However, Don’t overthink the name. They’re not forever, and you can change them. There are 4 “ingredients” you can include in a name.

  1. Audience (Who It’s For)


  • Coaches, Consultants, Restaurant owners, agency owners, entrepreneurs, single men, married couples, realtors, etc
  1. Topics (What it’s about)


  • Sales, Marketing, Marriage, High-performance, scaling, health, 
  1. Problems & Aspirations


  • Scaling ads, client-getting strategies, consistent performance, fast fat loss, hiring, operations, 6 figure, 7 figure, million-dollar.
  1. Your Branding 


  • Name of your company, name of your program, or unique method.

Group Name Examples:

  • High Ticket Community – Client Signing Strategies For Coaches & Consultants
  • 7 Figure Agent: Marketing & Sales Strategies For Realtors
  • Million Dollar Marriage: Connection & Intimacy Tips For Married Couples
  •  The Side Hustle Community: Business Ideas For Aspiring Entrepreneurs

Last note: No matter how long your name is, Make sure the first 5 words really stand out to your ideal client. I’ll share more about why in a moment.

  • Do market research to get crystal clear on your audience

  • Create your micro-niche:
    • Identify your specific-who and their core characteristics
    • Understand their core problems & aspirations, and decide the main one you’re going to solve.
  • Develop your unique methoding
    • Identify what strategies are working best to get your clients results
    • Figure out whether you want “add, subtract or multiply”
    • Name & brand your process
  • Name your group something that reflects your audience, their goals, and your branding.

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