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Maybe Your Watered Down Message Is Why No One’s Listening
“I work with creative coaches who want to bring their business to life in a way that lights them the fuck up and makes them a shit ton of money.”
“I work with creative coaches who want to bring their business to life in a way that lights them up and makes them money.”
“I work with coaches who want to bring their business to life in a way that lights them up and is worth it.”
“I work with coaches who want to enjoy business.”
“I work with coaches…”
Water it down, further and further, and don’t piss anyone off.
Take out the language.
Remove the part where you want to make money.
Don’t cut anyone out — you might hurt their feelings.
But you know what happens when you water down your message?
You get watered down clients.
Why watered-down messaging costs you your best clients
One of my clients used to panic at the thought of “niching down.” She was terrified of excluding people, and totally understandably, she wanted everyone to feel invited. But when we dug into what her work was really about, it turned out she already had a specific person in mind.
We did one post, spoke directly to that person, and her engagement went up 700%. Three people immediately joined her community, the same one that had been silent for months.
That’s what happens when you stop trying to appeal to everyone and start writing for the right ones.
Life exists on a bell curve of probability.
There’s a ‘peak’ where your dream client lives.
They’re the people who not only want to work with you, they want to share you. They want to be part of your movement and your world. They want to see you succeed because they truly see the wonder of what you’re building.
And on either side of that peak, there are people who, as you move further away, are less and less likely to be your people.
The more watered down your message, the less willing, the less brave you are to be specific, the more people you invite through the doors.
But the more people you invite in, the less likely you are to get YOUR people… and the more likely you are to get those people. You know the ones — the clients you’d rather go out of business than work with.
Psychographic niching: the brave middle ground
There’s a lot of black-and-white thinking around niching.
You’re either super specific (demographic down to their favourite oat milk) or you’re “anti-niche” and want to serve everyone.
But there’s a middle ground andI'd like to suggest that it’s where the magic happens.
Psychographic niching means focusing on who people are inside, not just what boxes they tick. Their beliefs. Their quirks. The way they think about work, rest, ambition, and joy.
For creative coaches and service providers, this approach doesn’t just make your message inclusive - it makes it magnetic.
We're not excluding people. We are making it impossible to mistake who you’re for.
Getting your message right - figuring out what you’re selling, and who you truly want to work with - isn’t just about finding the right people.
It’s about turning away the wrong ones before they ever get through the door.
So next time you’re creating, writing, speaking — if you’re struggling to answer “Who exactly is this for?” try asking “Who exactly isn’t this for?”
You might find, you enjoy the results a wee bit more.
If you want to learn how to stop watering yourself down and have a go at being BRAVELY specific...
If you’re done trying to please everyone and ready to speak directly to the people who get it, I’ve got something for you.
🎧 The Guest List is a free 10-minute audio where we choose exactly who you’re marketing to today, so you can step onto whatever platform you choose, knowing you're talking to the person who needs this, who needs you, the most.
Get your person chosen and your message sharpened — join my list and I’ll send it straight to your inbox.
