A masterclass in marketing to your niche from…The Indigo Girls

Guess who’s going to see the Indigo Girls LIVE?

 

So, of course, I’ve been jamming out to all 16 of their studio albums (and loving every second of it).

And one point I’ve noticed that pops up in every song is…the specifics.

Niching is terrifying to you, but your audience (and everyone else) loves it

 

For those of you who are unfortunate enough not to be Indigo Girls fans, allow me to explain.

Amy Ray and Emily Saliers incorporate precise narrative details into their songs.

Because of their attention to detail, listening to the Indigo Girls is a masterclass in niche marketing and the type of deep, compelling storytelling that can only happen when you intimately know your audience and their vibe.

 

And this brings up a scary question, one that is the biggest niche-related fear for all business owners: Will my marketing be so specific that most people can’t relate?

Well…in The Indigo Girl’s song “Get Out The Map,” does it matter that I don’t know Suzanne who calls from Boston? Or in “Galileo,” that I’m not besties with the person who brings up reincarnation over a couple of beers?

No, it absolutely does not matter. 

Their songs evoke an emotional response born from our own memories and experiences, even though we don’t personally know the people or places they reference. Just like wedding vows make us cry, even though we’re not the ones getting married.

 

When you choose a niche (for the Indigo Girls, a wanderlust-filled, empowered woman with an open mind and heart who isn’t afraid of being who she is), you suddenly have the power and permission to create evocative, detail-rich marketing.

And yes, it is true that such marketing is specific to one particular niche.

But the beauty of the human psyche, one formed over the past 250,000-odd years of sitting around a fire listening to and telling stories, is that we love a tale…one full of individualized twists and turns that provides the juicy details versus vague overviews. 

 

Really good marketing and content writing—headlines that provoke people to take action and blogs that keep your readers glued to the page—are eerily reminiscent of those evolutionary-forged anecdotes; your goal is to connect with readers through specific details, colorful storylines, funny moments, and vulnerable lessons.

In essence, marketing should be a good story, albeit one that often occurs in just a few simple words, that speaks to and builds trust with your readers in a way that matters to them.

 

So, how do you create this magical marketing?

 

Get to know your niche. 

Who are you trying to reach? Who, specifically, do you want to work with?

What is the main problem, question, or objection they’re dealing with?

How many other clinicians have they seen without getting the results they want? What amazing part of their lives are their symptoms keeping them from enjoying?

Are they simply fed up? Are they sad and despondent?

There are many ways to niche—disease (Hashimoto’s or erectile dysfunction), demographic (high-powered businesswomen), and desire (athletes who want to accomplish a big goal) are a few popular niche pillars—but no matter your approach, it’s imperative that you learn your audience as thoroughly as possible AND ensure they’re really who you want to work with.

Don’t call in a group that annoys the crap out of you.

 

Once you truly understand the people you’re speaking to, you’ll know what matters to them, i.e., how to connect with them more deeply through meaningful, detail-rich marketing via the headlines on your website, your blogs, social posts, etc.

 

Click here if you need help getting to know your audience.

Without knowing who they are, that type of trust-building writing is virtually impossible.

You might be able to tell good stories, but if you can’t relate them back to the audience you want to reach, then they’re just stories, nice but not actionable.

Marketing asks people to DO something. A good story is just…a good story and nothing else.

Most importantly, when you feel afraid that you’re getting too specific, step back and think of The Indigo Girls. 

As I mentioned above, they have 16 studio albums. Of these albums, seven are gold, four are platinum, and one went double platinum. They’re Grammy award winners. They’ve sold over 15 million records and have one of the most dedicated fan bases of all time.

And they write some of the most detailed, beloved songs in the industry.

 

Marketing to your niche and SEO

 

Finally, it’s crucial to point out the extreme importance of niche marketing and search engine optimization.

People go on Google to get very specific answers to very specific questions, not vague wellness blogs about how to eat a whole-food diet or why omega-3 fatty acids are good for them.

Writing to your niche means your niche can find you through a Google search…good news for you, as Google gets approximately 70,000 health-related searches every minute.

70,000 SEARCHES EVERY. MINUTE.

To make your practice stand out, answer those specific questions…the ones only your demographic is asking. This step alone drastically increases the likelihood that your website will show up first in a Google search.

 

Need help with marketing to your niche, storytelling, and how it all connects to SEO?

 

Click here to sign up for our free SEO Marketing Masterclass. You’ll walk away feeling like you finally have the foundational tools you need to create engaging, effective marketing that speaks to potential patients and builds your wellness business.

We’ll see you there!