EnKompass

Your Niche, Your Goals, Your Audience Personas, Your Why!

Build something 100 people love, not something 1 million people kind of like.
BRIAN CHESKY, CO-FOUNDER & CEO, AIRBNB

Understanding your niche is key to getting clear on your offering, building magnetic offers & attracting sales, rather than chasing. My mission is to help you develop content that connects deeply with your niche audience through storytelling that drives action, impact and transformation.

Let’s take a deep dive to understand your audience, their needs, aspirations, dreams, goals and pain points. Let’s do that strategically. A huge reason content creation becomes challenging is that it is done without a strategic mindset. And when the momentum slows, and it’s often when people give up!

That is why a roadmap is your bread & butter. Let’s get clear on your brand story and create brand consistency throughout all your content. 
In this session we will aim to deeply understand your BIZ in the health & wellness space through these foundational pillars: 

  1. UNDERSTANDING YOUR BIZ/BRAND & NICHE
  2. DEVELOPING YOUR BIZ GOALS & PILLARS
  3. UNDERSTANDING YOUR AUDIENCE
  4. YOUR WHY & MISSION STATEMENT
  5. YOUR USP & TRANSFORMATIONAL STATEMENT 


Let’s dive in…
Biz & Brand

Getting to know you

How do I find you?


Getting to know your brand/biz


Getting to know your relationship with content

Which tools do you currently use?


Industry Profile

Which Industry category do you fall under?


Your biz/brand niche

To stand out, and connect with your audience more deeply, we need to understand your niche to enable a clear marketing message, become the go-to person in your area of expertise + build a strong foundation to expand on. 

WORKSHOP EXERCISE: Finding your Niche: The Who, The What, The Where, The Why

Help us understand your niche by answering these questions followed by an activity!

WORKSHOP EXERCISE 2: Person, Problem, Promise - See worksheet


Your biz goals

Understanding your main business and marketing goals will help me create a customised content plan specific and relevant to your business or brand. 

Let’s dive in.

 

WORKSHOP EXERCISE:
Developing SMART GoalsSpecific, Measurable, Attainable, Realistic, Time-orientated


Your pillars

Content pillars are the main topics your biz or brand uses to build authority, create value and engage your audiences.

Content themes will be formulated from your biz or brand's key areas of interest & where value can be added. They will become part of your content strategy and be consistently woven through your content. 

Let’s explore…

 

WORKSHOP EXERCISE: Finding Your Content Pillars!


Who are your people?

Examining your audience is key to being able to serve them, understand them more deeply, develop customised content for them and connect with them. 

Let’s better understand your ideal client or customer to develop your audience personas - a key element in your content marketing roadmap! 

 

WORKSHOP EXERCISE: Who are your people?


What is your purpose?


Let's talk all things USP

“A unique selling proposition, or USP, is a tool used by salespeople to communicate the key factors that separate your product from the competition. An effective USP communicates your brand’s values and differentiates what your company offers through what you stand for and how this benefits your customers”. - Hub Spot.

Not sure?

Let's dive in...

WORKSHOP EXERCISE: Creating your USP

Communicates: 

  • Benefits
  • Values - value products and a lifestyle free from chemicals 
  • Address the main problem your prospective customer/client faces
  • Differentiate from your competitors
  • Emotional motivators 

 

What are your potential clients:

e.g HONEST brand 

 

USP: Uncompromised clean beauty backed by science 

Benefits: Non-toxic, eco-friendly, effective

Value: Free shipping, Range of Products, Reliable

Features: Safety, Sustainability, Effectiveness 

Emotional Motivators: Family Friendly, Good for the planet, Do what they are supposed to do


Let’s develop your TRANSFORMATIONAL statement

(The WHO, the PROBLEM & the OUTCOMES/PROMISE)  

Here we develop a statement that speaks to who you are, which problem you solve & the desired outcome you are promising - i.e long-term change. 

WORKSHOP EXERCISE: Creating your transformation statement 

 Framework 1 - To start

I/We help <type of person> to <insert expected outcome> and <insert big possibility > – without <insert worry or concern>.

e.g I help busy executives like you, to tame anxious thoughts and master your own mind (even if you think you’ve tried everything!).

Framework 2 -  To evolve

Change your relationship with <problem you solve> < realise big possibility>

OR

Stop/ Free yourself from <problem> < realise big possibility> 

 

e.g 1: Change your relationship with chronic pain and get back in the game.

e.g 2: Free yourself from codependency and play the leading role in your life.

e.g 3: Stop sabotaging your weight loss. Lose weight and keep it off, for good!

Framework 3 -  To condense (fewer words)

 

e.g. 1 Marie Forleo: “The world needs that special gift that only you have.”

e.g. 2: Regan Hillyer: “You absolutely can have it all.”

e.g. 3: Lyndi Cohen: “Be healthy but don’t give up 95% of your life to weigh 5% less.”

e.g 4 Dr Maggie Yu: “Turn your autoimmune around, from the safety of your own home.”

Framework 4 - Combination 

Once we develop the statement, it may feel right to condense it into a short more concise statement. 


e.g. The Holistic Psychologist: “The power to heal yourself. I make the practical tools for healing accessible to everyone.”