WHAT FOOD COURTS CAN TEACH YOU ABOUT
Niching Down
How many times have you thought “Damn, I’m really craving the food court right now?”
Exactly zero? Me either. Welllllll, except in high school, that was the only place that had an Arby’s for miles. Curly fries and cheddar will motivate me more than I care to admit. Moving on…
The entire experience of a food court is unfortunate.
written by: DRE BELTRAMI
CONSUMPTION time: 20 minutes
Crowds of people sitting elbow to elbow. (Let’s hope not post-pandemic!)
The deafening kaleidoscope of competing store audio systems and people peopling.
The awful smell the mix of kiosks in close proximity creates. 
What am I telling you for? You know!
I’d rather bag a lunch (by which I mean grab Taco Bell drive thru) and eat in my car than partake in that crowded cul-da-sec of grease… but sometimes the food court is the cheapest and most convenient place to go.
That’s the downside of not niching down - you end up competing on price and convenience.
BEFORE YOU RUN OR SPIRAL over the thought of niching down, cool your tits, give me a chance to offer a guru-free, psychology-based perspective. I bet you, the finest box of Franzia wine on Safeway’s shelf, that you’ll be ready to sip on some niching down Kool-aid by the time you saunter away from this post.
You game?
NICHING DOWN GETS A BAD WRAP BECAUSE…
Most solos think it’s going to alienate people. And they’re right, it is, that’s the whole point. It’s about weeding out the wrong people so the only people left are the ones you can help.
Niching down isn’t about narrowing your opportunities, it’s about narrowing your focus - that’s a big distinction!
Think about it this way…
If I gave you a $100K check (no strings attached) and the only catch is that you have to use it to open an eating establishment in your neighborhood, what kind of place would you open?
Vegan?
Tapas bar?
Steakhouse?
What you probably wouldn’t do is open a restaurant that serves whatever the fuck the patrons want.
BUT WHY?
Why is that so totally obvious to anyone with a fully-development brain?
Perhaps, because that’s impossible to maintain?
Perhaps, because you would blow through the money replacing expired shit no one ended up ordering long before you’d turn a profit?
Perhaps, because it would feel too generic and uninspiring to even bother?
I could “perhaps” your ass until my face falls off but my point is, specializing (which is exactly what niching down is) simplifies everything you do so you can focus on the experience opposed to the final product.
And, buttercup…
The experience is what keeps people coming back for more. It’s what compels people to tell other people about something. It’s where emotional investments are made or broken.
The more specific the experience the more memorable you become… to the right people, of course.
That’s why you never hear any one gushing about the food court or find yourself craving it in the middle of the night.
Price and convenience are covered by by the food courts of the world - and there are 100s (if not 1000s) in every industry.
Do you want to be another food court people visit when it’s convenient or a craving they’ll keep coming back for again and again?
Casting a wider net isn’t going to get you more business.
Hear me loud and hear me clear.
The bigger your market is the more critical niching down becomes.
The sooner you realize and accept that you can’t help (or serve) any ol’ warm body the sooner you’ll be able to create a brand (the right) people can’t stop buzzing about (or buying from).
The quickest way to make a name for yourself right now is to specialize. Generic and mass market just won’t work - unless you have hundreds of thousands dollars to throw away on advertising and PR.
What you want to do is find a corner of your market where your brand of expertise intersects with their lifestyle. That’s when sparks will fly!
That’s the real art of Niching down.
Niching is an art form and I’m about to break that form down for ya right now.
In the video lesson below I’m going to teach you a 3-part framework that’s going to help you find your perfect niche in less than 15 minutes so you can start building your influence equity in record time… and avoid ever entering food court territory.
Don’t worry about taking notes. I’ve got a whole workbook that breaks everything I’m going to cover down, including the examples. Snatch that bad boy up below. 
For now, kick your feet up and get comfy. In less than 18 minutes you’re going to know exactly how to figure out what corner of your market has your name written all over it.
Once you know that then we can talk about how to create an experience that’ll make you the addiction that corner is craving.
Bottoms up!...
Free Workbook
THE ART OF NICHING DOWN
FIGURE OUT WHAT CORNER OF YOUR MARKET HAS YOUR NAME WRITTEN ALL OF OVER IT
This workbook walks you through the entire 3-part framework finding your perfect niche in less than 15 minutes so you can start building your influence equity in record time… and avoid ever entering food court territory!
