Find Your Niche - How To Get Ultimate Clarity In Your Life and Business | Colin Scotland | Skillshare
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Find Your Niche - How To Get Ultimate Clarity In Your Life and Business

teacher avatar Colin Scotland, Marketing Coach

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.

      Find Your Niche - Introduction

      1:29

    • 2.

      Ikigai - What's Your Reason For Being?

      2:25

    • 3.

      Two Circles - Training

      10:41

    • 4.

      Two Circles - Example Exercise and Worksheet

      7:03

    • 5.

      Two Circles - Summary

      0:42

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About This Class

What do you do? Who do you serve? What problems do you solve with your products or services?

If you're not sure about any of the above then this class is for you...

Introducing the Two Circles exercise.

This profoundly simple, yet effective method has been used to help entrepreneurs, coaches and creators from all walks of life to discover their why, their deeper purpose, their reason for being and apply that to their business.

Get clarity and direction on your niche, the target audiences that you serve.

Whether you are just starting out on your entrepreneurial journey or you have been playing the game for a while, this exercise will help give you deeper clarity. Deeper clarity of how marketing actually works and how you can find your true purpose and vision.

You can follow this process and exercise to create the foundation of the business and lifestyle of your dreams.

Alongside the class you get access to a worksheet that you can use to complete the exercises for yourself.

Meet Your Teacher

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Colin Scotland

Marketing Coach

Teacher

Hello, I'm Colin.

I lectured in Marketing Communications for the Chartered Institute of Marketing (CIM) in the UK. 

I've built multiple online businesses, one of which went from zero to £4 million in annual revenue (before it failed spectacularly in 2013).

I’ve since built a thriving marketing coaching and training business where I teach mission-driven entrepreneurs to become the truest version of themselves online and in their marketing.

My mission and purpose (as Seth Godin wrote) is to “help others become who they seek to become”.

Read my story here.

See full profile

Level: Beginner

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Transcripts

1. Find Your Niche - Introduction: What do you do? Who do you serve? What problems do you solve? Who? The ideal clients. What's your niche? These are all questions that as entrepreneurs, as coaches, as online creators, we ask ourselves a lot, and we hear people asking, You need to have a niche. You need to focus on a niche, right? What's the needs that you serve? What do you do? Why do you do what you do? These are all questions that we get bombarded with over and over on often. It's like there's a fog Sherlock Holmes in Baker Street in 19th 18th century England, with the fog descending and you can't see beyond a few feet, it's eerie. That's what it feels like to not have clarity off focus of vision for you and for your business. And so today I'm going to give you a gift. I'm gonna give you a tool that allows you to get that clarity, A tool that allows you to get rid of the fog, give you clarity of vision. I'm focused, so you know how to go about answering all those questions. What do you do? What problems do yourself? Who do you do them for? Why do you do what you do? That's the purpose of this training 2. Ikigai - What's Your Reason For Being?: the training that I'm about to share with you is about is based on a Japanese concept called icky guy. And it means reason for being reason for being. What's your reason for being? Why are you on this planet? Yeah, we can look at what you do and what products you have and what services you offer and all of that. But hang on a moment that will come in time right now. Why you living and breathing on this earth right now in this moment, what's your reason for being powerful? Question, isn't it? So the icky guy concept is based on this idea of finding on being on doing the things that matter the things that make a difference but also mixing those things with things that you go, that the only things that you're good at, things that you're passionate about, find your passion and purpose. How often do we hear that in the world? Right. Well, what does that mean? How can that be practical? We've got to pay the bills. We've got a money, works work, right? You don't like it? You did it. We hear a lot. There's a disconnect between what we hear what we say, what we see, what we feel and experience on the inside. Okay, so today, this sharing with you is going to give you a clarity that closes that disconnect. It's going to allow you to connect with what's important to you and then with this information. When that fog lifts, you're able to really focus on the things that are important to you because you've got that clarity. You've got that 2020 vision, and you can laser in on what matters. So we're not going to dive into the icky guy concept mawr than to understand. It's a it's a It's a method of finding your reason for being, but we're gonna make it even simpler, even simpler. 3. Two Circles - Training: And this is something that I call the two circles exercise. This is a powerful, powerful method of lifting that far. And it works like this we look at in the first circle. Why do you do what you do? What lights you up inside? Are you passionate? About what? Could you talk to me right now for hours and not be fed up? Makes those lights shining the back of your eye or ignites the fire in your belly when you talk about it? And, of course, what are you good at? What have you done? Your 10,000 hours in where? Your expertise of those things. What you amazing up. What would a perfect day look like for you? Think about that. You may come into your business thinking, man. If I need another 10 clients, I need another 50 clients. Do you have you thought about the reality of that? How that would impact your day. I'm a great fan off a guy called Steven Covey on in his book, The Seven Habits of Highly Effective people talks about starting with the end in mind on. So this follows on from that very same principle of starting with the end in mind. What is the end for you? What does it look like? What does the perfect day look like? What do you want to be spending your time doing? These are really critical questions that you need to ask. And you need to reflect for yourself for you to know exactly what they are. So play in the UAE circle first. I really dig in to try and understand what's important to you. Why are you on this planet? What's your driving purpose while you cold to do when you've gone through that process, you really able then to ask the next question? And thats well ok, who would value those things in your wife circle? Who would value your genius? Your gift? The thing that likes you, who would value your skills and your expertise? No. Oh, I think I'm gonna target e commerce businesses are Oh, I think I'm gonna talk this industry off that industry. No, no, no, no. Who would value the amazing things that you can bring to the table? And what that does is that really gives you a starting point for finding a target audience on its OK, if there's more than one that could be a few of them. You could have corporate people. You could have e commerce, business owners. You could have individual entrepreneurs, you know, on the list is endless, right? We can pick however many we want. It might be specific types of businesses. It might be groups of people that might be individuals, or it could be all or any of these things. The important thing is the synthesis. That's the marrying together. Off the why What? You're amazing that on what lights you up on, what you want to do more off on what your perfect day looks like with the who. Well, who would value that? Because there's no point was taking your genius and put it in front of people that don't care. I could could care less, right? Um, man, that's just not fun. That's not fun. I My irony commerce, business on it was very successful and it went bust and I lost everything, Couldn't put food on the table, really struggled because literally everything I owned in the world went gone Traumatic time . In the aftermath of that, I have held down three jobs to pay to pay the bills. And one of the things that I did at that time was to create websites for people. So I had a Web development marketing agency that I was creating. That was one of the things that I was trying to get off the ground. There's another business, right? We all try many different things on this journey is part off the genetic makeup of entrepreneurs. Right. I think that business I waas I felt very much like a wayto bring in soup to somebody that really didn't care. Didn't appreciate. I didn't know who I waas is a personal value. Who I was as a person. And they would go, Uh, waiter, this soup is cold. Take it away. So I would run around like a crazy one. Putting my all into creating these websites and doing these marketing campaigns on it would be like, Okay, you too expensive. You too cheap. You're not getting the results I want. Yeah, the results were amazing, but I want more. Okay. And it was very much this attitude off I could Callous Waiter, this soup is cold. There's no appreciation of the value that you bring into the relationship in that kind of a scenario. I know because I've been there first hand and know what it feels like. I don't want you to be batting your head against the brick wall, bringing that cold soup to clients that don't care about how amazing you are. I don't want that for you. So this is why it's critical for you too much. The two circles together and to ask the question. Well, who would value? Well, I'm good at. He would pay money for those things to me. Okay, that leads into the next bit. On the next bit is the overlap between the two circles. This is where we ask the question. What problems could I solve for those people? So we're not starting with products. What could I make to sell to these people? No, no. Stop there. That's not what we're doing. We're asking a simple question. What problems could I solve for these people? And if you think about it, it flips the whole equation upside down on it puts that person or persons at the center of everything that we do put up the same time it marries with why we do what we do. It's a perfect fit. It's synergy, Okay? It's synthesis. It's a perfect, perfect fit for who you are and why you're doing what you do on what you are amazing at with who would value it. Then what problems could you solve with those skills with those abilities With that passion , the overlap is where the magic happens. What problems can I sold for these people? How can I make their life better? With what? I'm amazing that with my genius, with my gift to the world, that problem section in the middle effectively becomes your value ladder inside of your business. The things that you do So remember this. People don't buy products or services they don't. Yeah, but Colin, I've just done a check in the bank for my services or yeah, but I've just sold six products on my e commerce store. No, they don't. They don't buy the products they buy the solution that the product brings, that by the outcome that by the transformation that by the change on they buy the fix to that problem that they've got whatever that problem is, think about that. Whatever that problem is that buying a solution to it when they pay you money. So don't think about product first. Think about solution first. What solution can you bring? What problem can you solve for those groups of people that you've identified in the UAE Circle in the who circle? Sorry problem. Can you solve that? Gives us an indication off where we should be playing off. What products weaken design to solve those problems. That's when the fun begins. That's when we can start really playing in the place off. Well, what are we going to do? How are we going to deliver this transformation? What can we do with this person to get them from the prison? Horrible hell light state that they're in right now with this problem into paradise into the Paradise state off having experienced our genius and our impact in their life and their world on how amazing can that be for them on what steps would we take? This is where we get into really craft in what our business should be like. And, you know, when you start with this foundation, that is the true essence off U. S. P. It's the true essence off why you exist. Your reason for being. It's the true essence off defining, finding on really understanding what? Your niches. Hey, I'm calling I help X to achieve Why, by doing said it's the foundation that underpins all that you do in your business. 4. Two Circles - Example Exercise and Worksheet: So play with the two circles. Phil Amount. See what they bring up for. You reflect on the things that are important to you. And with that fog, get back to clarity. Get back to focus for why you doing what you do. Who would value it on what problems you can solve For those people, Here's an exercise that I did a while but now on a big a three piece of paper Well, what? I go down. What lies my fire for May in the aftermath of my business going bossed it was man conversation. I love to have a conversation I love to teach. I love to share. I love to connect with the energy of connection. I love that. Wow. I wish I could build a business based on that. And then who would value that? While after skills in marketing, I've got masters are built on online business. So I know that world intimately right there matching If you think about that, my personal into personal and professional stuff is much together with what liked me up. I fall asleep reading big textbooks, right, But don't bang on the head because I can't hold them up and I'm does enough. I love reading this stuff. I live and breathe all of this stuff. And then much in who would who would value that gives us the starting point for the niche. Right? People trying to crack the online code. People trying to build funnels online, people trying toe get their business online marketing agency owners trying to bring this this innovative, cutting edge approach into their agencies for their clients. All of the above. All of the above are fair game for focus on Who, Your target audiences and then in the middle For me. Here I put things like collapse time, help you get clients help you get clarity. That's what we're talking about right now. It's clarity is lifting the fog. So I want you to play with this exercise for yourself, and I've also created a worksheet to help you on this worksheet. It's effectively the two circles with the bit in the middle in Collins, right? What? I go down. We've got some questions here. Once your professional skills, what excites you, what lights you up? These are the things that we've been talking about. So you just go to town answering those questions. Listen, if you want to do what I did and get a big piece of paper paper out and fill it in like this, you go for it. You do what works for you do what works for you. Equally, there's a spreadsheet that you can fill in and you can answer the white questions there. Then you can go to the who questions, make a list of your potential targets. And then finally, what problems could you solve? So how can you make their life better? What difference can you make? We're talking about meaning. We're talking about significance. We're talking about compassion, service difference. Can you make for those people? What change can you make in the world? That's what we're looking to identify with this worksheet. Download the worksheet. Play with the two circles. Exercise reflect Meditate journal. Spend some time doing that in a work of why you doing what you do. What's your reason for being? Why do you do this? The space there is for you, not for May. Why are you here? What's your purpose? What's your genius? What? You amazing up. What do you want? The perfect data. Look like for you. Really? I spent some time figuring that out. I spent some time just allowing yourself to imagine what that could be for you. Then, much it with who would value it. He would value the things that you're amazing, that the gift that you bring to the world and then ask yourself, What problems can you sell for those people? Once you've done that, Really, in a place where you understand, appreciate what it means to live a life where you get to spring out of bed every morning because you're not working anymore. You're doing the thing that's special and important and precious to you, serving others with your gift with your genius. That fog man, it just disintegrates. You can see clearly. You can see clearly. You can do great things with that clarity. Work towards it, feel it, do amazing things with it. I'm remember it's no. Do it once and forget it. We are all on this journey, works in progress on what that means in practice is you don't do it. Put it away in the shelf and forget about it. It's organic, it's living, it's breathing. It's part of who you are as a human being. So you you do it. You set me that you read it. You read it, you reader, it's iterated. It's an iterative ongoing process. So you might add to it you might change your mind after it, you might change it. And then things might happen. Whoa. I feel like I've got a bit of clarity here. Some of that focus lifted, so we explore and in exploring guess what? We get more insight. We get more clarity, more fog shifts. We see more of the picture as it all unfolds. That's what this is all about. It's a journey where we put one foot in front of the other each and every day that we are blessed to be on this planet livin on breathing on experience in the joy that is this life , What will you do with yours? 5. Two Circles - Summary: I'm calling Scotland, and I hope you've enjoyed the short training on finding clarity, finding your niche, finding your US pain, but most of all, finding what drives you if you passion and connecting that with what you do, so that you can make a difference in the world so that you could make a difference in the lives of the people that you serve. That's what marketing is all about. I'll finish with the words of Seth Golden, who said marketing is the generous act of helping others become who they seek to become.