Hi Reader,
This month, despite knowing better, I’ve been staying up until 1 am several nights a week to tie up loose ends with work or have unpressured time to myself.
While I feel stretched thinner than usual, life also feels wonderfully full, with several trips with family and friends I wouldn't trade.
But if any wellness influencer saw my sleep schedule and erratic eating, they would use me as a bad example of “work/life balance."
Which reminds me of this piece of advice many service-based professionals get about copywriting:
“You gotta niche down.”
Which raises the question…is that really necessary?
To which I say: Yes, but that’s not the whole picture.
You probably think that if you have a clear niche or ideal client avatar—Betty, mid-30s, has panic attacks in the second-floor bathroom at work, eats cereal for dinner—the inquiries will come rolling in, right?
But when a client is deciding between you and 15 other providers with a similar niche…
They’re not asking, “Who understands this issue?”
They’re asking, “Who is the right fit for me?”
That's not niching, that's positioning.
And it's one of the most common messaging gaps I see for expertise-driven service providers.
If this is you, you're probably thinking:
- "My credentials/training should speak for themselves."
- “If I describe the problem well enough, the right clients will find me.”
- “I’m good at what I do, I just don’t know how to say it.”
Here's why it matters:
Niching is who you help and what they’re going through.
Positioning answers why they choose you over someone else who helps with the exact same thing.
It’s a key factor in how clients evaluate fit, especially in a well-served niche or saturated market.
If you have a clear niche but aren’t getting inquiries, a lack of clear positioning in your copy might be the missing piece.
Don’t follow my example and stay up until 1 am thinking about this.
Start small. Open up your Notes app and write down:
Why did your last 3 ideal clients choose you?
Look for patterns like...👀
- Shared identity or lived experience
- Connecting the dots others missed
- The way you explained things that 'clicked'
- How you made them feel in the first conversation
Collect some data.
Then you can update your copy once you see the patterns.
Or have me help you, since most providers are too close to see it on their own.
Until then…maybe you can go to bed earlier than me?
xo Ari
P.S. 🌵 I’m heading to Santa Fe, NM, this weekend for a highly anticipated mother-daughter road trip. Do you have a favorite spot we should visit?!
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