My experiment in micro-niching (and how it’s going)

Dec 8, 2023

I’ve offered many different things over the years, alongside the Certified OBM® program which has been a mainstay since 2009.

CEO Business School, Best Team Ever Intensive, Automate your Profit Membership, Call to Lead Retreats, 6-Figure Agency, Hire Up, Elevate Inner Circle, LEAD Mastermind and more mini classes and trainings than I can remember! Plus various coaching groups, mentorships and VIP Days.

You name it I’ve pretty much done it at this point. And frankly I was a bit tired of it all.

So I decided to micro niche – offer a very specific thing to a specific type of client.

In the summer I chose to focus solely on offering my Certification Accelerator program where I help Coaches, Trainers, and Authors turn their IP into a licensing or certification program so they can leverage what they’ve already created into a new revenue stream and be seen as THE leader in their industry.

There were a few reasons for this decision:

  1. It’s my favorite kind of work to do – I LOVE helping folks bring certifications to life
  2. I’ve got a lot of experience in this area – having founded and run my certification program now for 14 years
  3. I was tired of feeling like I was getting lost in the crowd of every other business coach out there – the coaching space is VERY crowded right now and it can be a tough one to compete in.

So far my marketing focus has been mainly on Facebook and I’ve been posting there regularly about certification and licensing since September. I hired someone to help with content and have been posting daily(ish) to gain traction.

Now I have to tell you, it’s been an interesting journey so far! Many, many good things but also a HUGE shift in how I approach and think about my business. Here are a few of my biggest insights so far:

When you go narrow you get known <– This was one of my biggest goals when deciding to focus solely on my Certification Accelerator. Not many folks work in this area, and I want people to say “you have to talk to Tina” anytime certification or licensing comes up in a conversation. And this is very much starting to happen even after just a few months of focusing here. (oooo yea baby!)

Most folks will NOT be a fit for this program (and that’s OK.) <– This has been a bit of an eek and adjustment for me, as MOST folks are not going to be an ideal client or ready for the Certification Accelerator (I have some specific criteria around this.) It’s a shift from marketing to the masses (and trying to stand out from the crowd) to talking to a specific person with specific needs/desires. On one hand, I love it, as I’m getting to talk with and work with some amazing folks that I would not have worked with otherwise, but it’s still hard to break the “create something with mass appeal and you’ll never run out of prospects” mindset that creeps in from time to time.

Shifting to a longer sales cycle vs. a ‘launch and enroll’ strategy <– I wasn’t necessarily thinking of this at first but it’s become clear along the way. Even for prospects who are a fit and want to create a certification, they may not want to do it yet (based on current priorities and such). This means a longer sales cycle, relationship building and follow-up so that when they are ready – even if it’s a year or two down the road – I’m the gal they turn to. I like to look at it as planting lots of seeds that aren’t ready to sprout yet, but if I tend to them they may sprout down the road! And, it’s a shift from the immediacy of the ole ‘launch and enroll folks now’ types of programs that I’ve offered in the past which again – it’s a bit of a habit to break.

All in all I’m thrilled with this focus so far. And I have big plans in 2024 to expand my reach even further in this area and build my brand around it.

I’m curious – are you feeling the call to micro niche? If so, what are you thinking of? Comment below and let me know.

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