How to actually niche down on LinkedIn

Introduction to SixFigure Creators

Overview of the Program

• Matthew Leave introduces himself and his program, SixFigure Creators, which has successfully booked 5,000 calls via LinkedIn and generated over $5 million in revenue.

• He mentions coaching over 2,000 founders on how to generate business through effective strategies.

Purpose of the Call

• The focus of this session is on how to effectively niche down on LinkedIn and what strategies work best for lead generation.

• Matthew highlights the success stories from their program, showcasing clients who have achieved significant wins recently.

Niche Down Strategy

Importance of Niche Marketing

• Matthew emphasizes the need to identify sub-niches when niching down, referencing a previous discussion about the "identity engine."

Client Examples

• He provides examples of clients like Beck, who targets Australian rural businesses, and Pedro, who focuses on North American individuals seeking e-commerce opportunities.

• Bill Quill is mentioned as a recruiter helping engineers in the U.S. achieve higher salaries while also being a dad—showcasing unique identity combinations that define their niches.

Linguistic Engine Concept

Defining Your Target Market

• Matthew introduces an example involving a physiotherapist aiming to create a specialized clinic by targeting specific demographics rather than generalizing.

Sub-Niche Identification

• He discusses how focusing on intersecting subcultures (e.g., CrossFit enthusiasts who are dads living in Northern Beaches Sydney) can create a unique market position.

Cultural Considerations

• The importance of understanding cultural differences among target audiences is highlighted; different groups have distinct goals and motivations that should be considered when crafting marketing messages.

Creating Your Unique Niche

Understanding Niches and Identities

• The concept of creating a niche involves writing content that resonates with specific audiences, which helps algorithms to effectively show this content to the right people.

• Examples of subcultures include CrossFit enthusiasts, engineers, and Amazon sellers. Local cultures can be identified by geographic locations like Northern Beaches.

• Temporal identity refers to life stages; for instance, being a dad represents a current season of life that influences niche creation.

• Combining personal branding with niche elements (e.g., being a dad who does CrossFit) enhances relatability and marketability in targeted demographics.

• The ultimate goal of defining a niche is for individuals to recognize themselves in your content, leading to engagement.

Key Components of Effective Content

• Identity is crucial; using specific terms related to the audience's interests (like CrossFit or local slang) ensures the algorithm serves your content correctly.

• Language plays an essential role in connecting with audiences; unique phrases and terminology help establish trust and recognition among target groups.

• The speaker plans to demonstrate how they utilize AI tools for content creation, showcasing innovative methods for developing engaging material.

Importance of Language in Niche Marketing

• Language not only identifies the audience but also establishes whether you belong within their community through shared vocabulary and expressions.

• Recognition occurs when language aligns with audience expectations; if it doesn't resonate, skepticism arises about authenticity or understanding.

Cultural Context and Communication

• Cultural norms influence perceptions; for example, casual dress codes vary significantly between regions (e.g., Northern Beaches vs. other Sydney areas).

• Using appropriate language is vital; failing to adopt familiar terms may lead potential clients or customers to feel misunderstood or disconnected from your message.

Defining What Language Is Not

• Authenticity isn't merely about tone or professionalism but rather about mirroring the exact words and phrases used by your target audience across all platforms.

Understanding CrossFit Language and Local Niche Terminology

The Importance of Specialized Language in CrossFit

• The speaker discusses the use of specific terminology within the CrossFit community, highlighting how it can be confusing for outsiders.

• Examples include terms like "HSPU" (handstand push-up) and workout structures that are unique to CrossFit, emphasizing that non-CrossFitters may not understand these references.

• The speaker illustrates this point by discussing how a lack of familiarity with CrossFit language can hinder effective communication and sales within the community.

Local Niche Terminology: A Case Study

• The speaker shares an example from Sydney's Northern Beaches regarding a local pub known as Mona Pub, which has been renamed Park House Hotel but retains its original name among locals.

• This demonstrates how local terminology can create a sense of belonging or exclusion; newcomers may not recognize familiar names used by long-time residents.

Layers of Language in Effective Communication

• The concept of "language layers" is introduced, explaining that strong content often employs multiple types of language simultaneously.

• Functional language describes everyday behaviors and logistics, making it relatable to the audience's daily lives. It helps ground advice in practical reality.

Technical Language: Engaging Specific Audiences

• Technical language is highlighted as crucial for connecting with niche audiences. For instance, industry-specific jargon resonates deeply with professionals in those fields.

• An example includes financial planners using terms like "EIT" or "licensed PE," which would only be understood by others in their profession.

Real-Life Application: Testimonials and Case Studies

• The importance of using specific case studies and testimonials is emphasized to address potential clients' concerns about whether services will work for them.

• A success story involving a financial planner named Mundo illustrates how targeted communication can lead to significant results, reinforcing the value of understanding specialized language.

Understanding the Importance of Language in Niche Marketing

The Impact of Relatable Communication

• Financial planners resonated with the speaker's understanding of their world, highlighting the importance of relatable communication in niche marketing.

• Career coaches joined after hearing relatable language from peers, emphasizing that using industry-specific terminology is crucial for connection.

Types of Language in Marketing

Technical Language

• Technical language is essential for understanding specific industries; it helps establish credibility and trust among professionals.

Cultural Language

• Cultural references create familiarity and a sense of belonging, making it easier to connect with audiences who share similar backgrounds or experiences.

• Awareness of cultural shifts (e.g., events affecting communities like CrossFit) is vital for maintaining relevance in messaging.

Psychic Language

• Psychic language refers to internal thoughts that clients may not express openly; understanding these can help build trust and address unspoken concerns.

• Trust issues often stem from producers not fully connecting with potential clients' internal dialogues.

Narrative Language and Storytelling

The Power of Personal Stories

• Narrative language captures life patterns beyond just problems; it reflects shared experiences that resonate deeply with audiences.

• Recognizing narrative arcs allows marketers to understand client journeys better, creating more impactful messaging.

Thought Loops and Behavioral Insights

• People operate within thought loops that influence their decision-making processes; marketers should align their strategies accordingly.

• Changes in personal circumstances (like becoming a parent) alter individuals' narratives, which can affect how they engage with content online.

Understanding Identity Stacks in Marketing

The Importance of Local and Subcultural Identity

• When individuals seek recommendations, such as a physiotherapist, they often rely on personal connections within their community or subculture (e.g., dads involved in CrossFit).

• Social media platforms like LinkedIn and Facebook can effectively target specific demographics based on shared identities, enhancing visibility for local businesses.

Defining Identity Stacks

• An identity stack consists of various identities that resonate with potential customers; recognizing these identities is crucial for effective marketing.

• Mid-career professionals lack a distinct subcultural identity, making it challenging to market to them compared to more defined groups like gamers or members of run clubs.

Components of Identity Stacks

• Local culture plays a significant role; understanding the geographical context (e.g., rural Australia vs. urban settings) helps tailor marketing strategies.

• Temporal identity refers to an individual's life stage; marketers must consider factors like family responsibilities when targeting audiences (e.g., parents may be risk-averse).

Psychological and Aspirational Identities

• Psychic identity encompasses unspoken thoughts and feelings that influence consumer behavior; this should align with other identified cultural aspects.

• Aspirational identity focuses on what consumers desire to achieve; successful marketers integrate these aspirations into their messaging.

Leveraging Algorithmic Trends

• Understanding algorithmic identity involves recognizing trends that algorithms highlight, allowing marketers to tap into emerging cultural movements (e.g., fitness trends like hierox).

• By weaving together subcultures, local cultures, temporal identities, psychic insights, aspirational goals, and algorithmic trends, marketers can create targeted campaigns that resonate deeply with their audience.

Practical Application: Creating Targeted Offers

• Marketers should gather language used by their target demographic through tools like AI-driven content generators to refine their messaging.

• For example, a physiotherapist targeting CrossFit dads in Sydney's northern beaches could use specific terminology relevant to both the fitness community and local culture in crafting offers.

Understanding Offer Viability and Category Belief

The Importance of Categories in Offers

• The speaker emphasizes that "physio" is a category that people actively purchase, contrasting it with abstract concepts like "nervous system regulation."

• A viable offer must include four key elements, one being "category belief," which refers to the buyer's ability to recognize and categorize the product or service.

• Strong categories are defined as recognizable entities such as mortgage brokers or personal trainers, while weak categories include vague terms like "alignment" or "coaching."

Evolution of Categories Over Time

• The speaker notes that professions like physiotherapy were not always recognized; they became established over time as societal trends evolved.

• An example is given regarding AI agencies, which emerged only after significant technological advancements (e.g., ChatGPT).

Language and Communication in Niche Markets

• Different terminologies used within specific communities (like CrossFit) are crucial for effective communication. Examples include phrases like “train before work” and “chase PRs.”

• The importance of understanding cultural language is highlighted; phrases such as “just one more rep” resonate well within the community.

Targeting Specific Audiences

• Technical language related to physical conditions (e.g., “hip flexors are cooked”) can help market effectively to niche audiences.

• Cultural references (like early morning classes or coffee after training) enhance relatability but need specificity for better engagement.

Crafting Effective Content Strategies

• Combining various types of language can create compelling content. For instance, addressing issues faced by CrossFit dads can lead to targeted messaging.

• Example content illustrates how to connect with an audience: discussing training on broken sleep highlights common struggles without implying weakness.

Evaluating Niche Viability

• The speaker suggests assessing niche viability based on alignment with target audience needs and preferences.

• A discussion about scoring niches out of 100 indicates a structured approach to evaluating marketing strategies and messaging effectiveness.

Understanding Offer Viability and Target Audience

Key Insights on Messaging and Audience Differentiation

• The focus of offer viability should be on enabling consistent training year-round without recurring issues, rather than just pain reduction or injury fixes.

• Different audiences, such as moms participating in Hyrox versus CrossFit dads, require tailored messaging that resonates with their unique experiences and concerns.

• Understanding the specific needs of different demographics is crucial; for instance, Hyrox moms may prioritize recovery from postpartum challenges while CrossFit dads deal with injuries quietly.

• Cultural nuances within subcultures like Hyrox are essential to grasp for effective communication; familiarity with local culture enhances content relevance.

• Technical language specific to Hyrox (e.g., race format, sled push/pull) can enhance engagement but must be integrated thoughtfully into content.

Crafting Effective Hooks for Content

• To effectively target CrossFit dads, it's important to create hooks that resonate with their experiences related to training and parenting.

• A proposed hook example highlights the impact of broken sleep on physical performance: "5:30 a.m. wads on northern meters hit differently once you have kids."

• Engaging content should reflect shared struggles among the audience, such as managing injuries while trying to maintain an active lifestyle post-parenthood.

• Specific phrases that capture the essence of being a CrossFit dad can help establish a connection with the audience's identity and experiences.

• The concept of niche marketing emphasizes creating content that allows individuals to see themselves reflected in it.

Identity Framework in Niche Marketing

• The importance of identity in niche marketing is highlighted; successful niches activate multiple layers of identity recognition among audiences.

• Three primary identities—subcultural, local culture, and temporal identity—are critical for resonating with target audiences effectively.

• Personal anecdotes about belonging to specific teams illustrate how localized cultural references can draw people into engaging content.

• Intersecting identities within a community fosters deeper connections; understanding these intersections is vital for crafting relevant messages.

Amazing Sales from Minimal Engagement

The Power of a Single Like

• A post received only one like but led to a $1,700 sale and $3,787 in total sales over 11 months. This highlights the potential for significant returns from minimal engagement.

• Emphasizes that social media success isn't solely about likes; building a brand and influence does not guarantee sales.

Niching vs. Algorithm Manipulation

• Discusses the difference between focusing on niche markets versus trying to game social media algorithms for visibility.

• Points out that some successful clients operate outside English-speaking markets, demonstrating the importance of cultural relevance in niche marketing.

Identity and Audience Connection

• Stresses the importance of understanding identity when targeting an audience; it’s crucial to know who your content is for.

• Personal identities (e.g., being a CrossFitter or dog owner) shape how individuals connect with brands and services.

Language as a Tool for Engagement

• Highlights the significance of using specific language that resonates with your target audience's identities.

• Introduces the concept of a "triad" of identities—understanding these can enhance communication effectiveness.

Understanding Culture Beyond Words

• Differentiates between spoken language and unspoken cultural norms; culture encompasses what is not explicitly stated.

• Explains that breaking cultural norms can lead to distrust, especially in professional settings like financial planning where strict protocols exist.

Examples Illustrating Cultural Sensitivity

• Uses an example from Sydney's Northern Beaches to illustrate how violating unspoken cultural rules can lead to being perceived as an outsider.

• In CrossFit gyms, effort is valued over appearance; understanding this culture is essential for effective engagement within that community.

Understanding Offer Viability in Niche Markets

The Hypothetical Case of Unbreakable Mirrors for CrossFit Gyms

• The speaker introduces a hypothetical scenario about selling unbreakable mirrors to CrossFit gyms, questioning the viability of this niche market.

• They suggest that the absence of mirrors in CrossFit gyms is intentional, as they could break if weights are dropped, leading to the idea of creating an unbreakable mirror.

• However, upon analysis, it is concluded that this offer is not viable because gym owners do not desire mirrors; they have intentionally removed them as part of their training culture.

Cultural Norms and Market Viability

• The speaker emphasizes that CrossFit owners do not complain about the lack of mirrors; instead, they embrace a culture where performance outweighs appearance.

• Attempts to create offers without understanding cultural norms can lead to failure. The speaker expresses frustration over common mistakes made by entrepreneurs in this regard.

• They seek clarification on why selling mirrors contradicts CrossFit's cultural values and highlight the importance of understanding these cultural rules before entering a market.

The Importance of Authenticity in Content Creation

• The discussion shifts to content creation, noting that those who act or put on a facade eventually face burnout. Authenticity is crucial for sustainable engagement.

• Selling mirrors symbolizes values contrary to what CrossFit promotes—performance over appearance—indicating a fundamental misunderstanding of the target audience's beliefs.

Understanding Culture in Marketing Strategies

• Culture plays a critical role in marketing strategies. It determines whether potential customers feel safe and normal engaging with an offer.

• The speaker outlines how identity (is this for someone like me?), language (does this sound like my world?), and culture (is it safe?) interact within marketing contexts.

Historical Context and Cultural Shifts

• An extreme example from history illustrates how societal norms change over time; behaviors once accepted may become unacceptable today.

• This highlights the necessity for marketers to engage with their audience genuinely rather than imposing outdated ideas or products onto them.

Understanding Identity and Culture

Introduction to Culture

• The speaker introduces the topic of culture, indicating that it will be covered in detail during the next session.

• The speaker invites feedback from the community regarding their interest in this content, emphasizing engagement with both community members and YouTube viewers.

Concept of Niching

• The speaker discusses their book "How to Niche," which received significant attention on LinkedIn, highlighting its popularity with 2,000 comments.

• They describe a system for building an "AI second brain," suggesting that this method is foundational to their approach to niching.

AI as a Thinking Partner

• The speaker posits that the future of human intelligence involves externalized cognition through AI, framing AI as a collaborative thinking partner.

• They outline their process of engaging with AI daily for problem-solving and framework development over extended conversations.

Framework Development Process

• The speaker explains how they distill discussions into frameworks that serve as part of their AI second brain, drawing from extensive client interactions.

• They mention creating a purchase likelihood engine based on insights gained from conversations with AI and client data analysis.

Utilizing AI Tools for Business Insights

• The speaker describes using tools like Grock to analyze frameworks and gather insights about niching down in business contexts.

• They share personal success metrics: $5 million earned on LinkedIn, 5,000 booked calls, and coaching 2,000 small business owners.

Research Validation through AI

• The speaker emphasizes the importance of validating information against existing research using tools like Scholar GBT for academic resources.

• They conclude by reiterating their credibility as a LinkedIn coach who has helped clients generate substantial revenue while developing unique methodologies.

AI and Behavioral Science: Analyzing Frameworks

Critical Analysis of AI Frameworks

• The speaker emphasizes the need to critically analyze AI frameworks against current psychological and behavioral science, including neurosychology.

• There is a call for comparing these frameworks with existing online niches to identify strengths and weaknesses, aiming for an ego-free evaluation process.

Framework Evaluation Process

• The discussion highlights the importance of recognizing both strengths and weaknesses in personal frameworks, allowing for constructive criticism.

• The speaker mentions using cognitive psychology and social identity theory as foundational elements in evaluating these frameworks.

Goals of AI Integration

• The external goal is to help clients generate significant revenue (e.g., $1 billion), while the internal goal focuses on empowering individuals to independently generate leads without reliance on others.

• This dual focus shapes the overall mission of developing effective strategies that align with client success.

Testing Ideas in Reality

• To avoid confirmation bias, it’s crucial to test ideas derived from the AI framework in real-world scenarios, ensuring practical applicability.

• Engaging with community feedback serves as a testing ground for refining concepts based on actual outcomes.

Success Stories from Implementation

• Specific examples are provided where community members achieved notable successes by niching down their messaging—Aayush made $10,000 within ten days through applied methods.

• Other participants also report wins; Patrick McDonald closed a deal worth $100K, showcasing the effectiveness of targeted strategies.

Identity Framework Insights

• The speaker identifies three major components of identity: temporal identity, local identity, and subcultural identity. These are deemed essential for understanding personal branding.

• Secondary aspects include psychic, aspirational, and algorithmic identities; however, only three should be prioritized alongside the primary components for effective branding strategy development.

Carrier Trust and Personal Branding

Understanding Carrier Trust Engine

• The Carrier Trust Engine represents an individual's personal brand, which is shaped through client feedback and testing various elements like content and emails.

• The initial three components address brain safety cues, allowing for the refinement of models to better serve people, highlighting the importance of understanding psychological triggers.

Framework Development

• Simplifying frameworks is crucial; identifying three major categories helps in structuring thoughts effectively.

• Carrier trust consists of accumulated trust signals that define one's personal brand. It's essential for clients to believe in the person behind a product or service.

Perception Over Skill Level

• Trust is influenced more by perception than skill level; for instance, a CrossFit dad from a specific area may be trusted more than someone with different demographics despite similar qualifications.

• The concept of carrier trust adds another layer to identity evaluation, emphasizing how personal narratives shape client relationships.

Intuition and Algorithmic Thinking

• Experts often rely on gut intuition developed through experience; this internal algorithmic processing can be subconscious and difficult to articulate.

• Utilizing an AI-driven approach allows experts to extract their knowledge into usable frameworks that others can apply practically.

Future of Intellectual Property (IP)

• A three-part process involving daily chats, framework development, and AI integration could redefine intellectual property management.

• Creating personalized GBT (Generative Business Tools) enhances utility as they incorporate individual thought processes into their design.

Practical Application of Framework Updates

• Engaging live discussions about updating frameworks ensures real-time adaptation based on current insights.

• Rewriting documents based on updated structures allows for continuous improvement in delivering outcomes aligned with real-world data.

Understanding the Core Identity Engine

Introduction to AI and External Cognition

• The speaker discusses the integration of Generative AI (GBT) and its role as an "external cognition" for coaching, emphasizing a passion for teaching this concept.

Components of the Identity Engine

• The identity engine is described as having layers that include temporal aspects, local culture, and subculture, which are essential in shaping one's identity.

Amplification of Identity

• The process involves copying primary and secondary elements to enhance depth, indicating that these amplifiers are crucial in understanding individual identities.

Algorithmic Aspirations

• An aspirational algorithm is mentioned alongside updated identity stacking, suggesting a structured approach to evolving personal identities through technology.

Conclusion and Engagement with Audience

• The speaker wraps up by inviting questions from participants in their program while acknowledging the session's length.