Hey friend,

When you know exactly who you're talking to, content gets easier. Every time.

I know "pick a niche" makes a lot of you want to throw your phone. It feels limiting. It feels like you're turning people away. But I want to reframe it, because naming your person isn't about shrinking your business. It's about giving your brain somewhere to aim.

Early in building my consultancy, I thought that posting on LinkedIn was the thing to do.

People would spill their coffee, have an existential crisis, and then journal it on Linky. It’s a whole thing on there. To be honest? I despise it. So do I help businesses? Yeah, but I don’t think “my people” are on there and that’s okay. I am 100% okay with not being a LinkedIn influencer 😂

So, instead of curating some fancy things, I just decided to post how I was feeling. I sent words of encouragement instead to whoever the heck would see it. Nothing profound, just a “you’re doing great, keep going” type message… and it hit 1.1k view on YouTube. Is that a lot? Not really, but way more than ones I had worked REALLY hard on and you know what? It felt good. Not because it was of the views, but because I did something that was me and it resonated.

Grab a notebook (or your notes app). Answer these about the one client you'd clone if you could.

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1. Who were they right before they found you?

Not their demographics. Their moment. What was going on in their life or business the week they reached out? "Overwhelmed after a launch that flopped" tells you more than "women 35–50."

2. What were they typing into Google at 11pm?

This is my favorite question, because it's also your discoverability strategy. The exact words your person searches when they're stuck are the words your content should use. If they type "how do I get clients from Instagram," don't title your post "Optimizing Social Conversion Funnels."

3. What had they already tried?

Your person has usually tried two or three things before you. Knowing what didn't work lets you speak to their frustration without piling on. (Remember, we lead with the fix, not the failure.)

4. What do they want to feel?

Not just what they want to have. More clients, more money, more followers are the surface. Underneath is a feeling. Confident. Calm. Proud. Taken seriously. Your content should promise the feeling, and your offer delivers it.

5. Where do they already hang out?

Instagram? Facebook groups? Podcasts in the car? A local chamber of commerce breakfast? This one sets us up for November, when we talk about where to show up. For now, just notice.

Here's what surprises people. When you get specific, you don't only attract that one person. You attract everyone who sees themselves in that person.

When I write for the property manager with 2,000 followers and no leads, I also reach the salon owner, the realtor and the coach with the exact same problem. They don't need to share her job. They share her moment.

Specific content feels personal. Personal content gets shared. That's how "not everyone" turns into more people than you'd reach by talking to everyone.

Once you can picture your person, three things get easier fast:

And it compounds. Every piece you create for the same person builds on the last. Search engines and AI tools start to understand what you're about. Your person starts to recognize you. That's the snowball.

Answer the five questions for one real client. Not a made-up avatar. A real human you've loved working with.

Then write one sentence: "I help [who they were before] get to [how they want to feel]." Don't worry about making it pretty yet. We'll polish it in November.

Talk soon,