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Son of a Niche

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by David Garland in David's Blog

So, there is a bit of a problem-o out there with mediapreneurs like you who are looking to dominate online. And that problem-o can lead to a lack of dollars. Lack of dollars means no real business. No real business means you are sad. And I don’t want you to be sad.

Let me explain. WAYYYYY too many people are starting online media platforms (i.e., web shows, video blogs, etc.) that are WAYYYYY TOO GENERAL.

Meaning topics like this:

  • “Success”
  • “Marketing”
  • “Healthy Eating”

In today’s DSG TV, I’m going to show you why this is a mistake and a much better approach that will help you get to six figures (or multiple six figures, depending on where you are at) at a much quicker rate.

[leadplayer_vid id=”50FD43F9D7F8F”]

I use RISE partner LeadPlayer for DSG TV, which helps me build my list with video. Check ’em out here.

PS: You might not have caught an email I sent out recently about some exciting changes to my new coaching program for mediapreneurs that have a web show/video blog/podcast, which is kicking off January 29th.

  1. You can join The Host To The Top if you have a web show/video blog already up OR you are working on launching one.
  2. The entire program is just $97 a month. We wanted to make it affordable for those who are serious.

Check out the details right here and enter your email if it is a fit for you. We are going to crush it.


  1. Shelia says:

    Great video David. For me this point is vital, but also very difficult to do. Something I think about and work on daily. Thanks for the tips.

    1. David Siteman Garland says:

      Yah, it is definitely a little tricky. I know if I was “starting from scratch” I would have niched down WAY EARLIER (i.e. before I launched The Rise To The Top). Anytime!

  2. Anh Thu Nguyen says:


    This is the exact problem I am having right now! As you mentioned, I am in the “healthy eating” niche for people with chronic diseases. My friend suggested I niche it down further to “healthy eating for people with high blood pressure”. I just think I would run out of things to say and get bored because it is so narrow. What do you think?

    1. David Siteman Garland says:

      I think healthy eating for high blood pressure would be an excellent “product” in terms of a brand, I think it could definitely work as there is a difference between someone with, say, high blood pressure vs. cancer; however, that is totally up to you.

      1. Anh Thu Nguyen says:

        Hmm Thanks for your thoughts David! So thanks to you I am launching my WebTV show in February, and have decided to take it to the next level and get more personalized coaching with you so I applied for the Host to the Top 🙂 Just got an email from Randy and hope to talk to you soon!

        1. David Siteman Garland says:

          Great to hear!

  3. Michael Jones says:

    This is the challenge of small business in the 21st century because it goes against the “Industrial Age” thinking that we’ve all grown up with. For the better part of two centuries, since the dawn if the industrial age, we’ve been conditioned to think big. Start in a garage, by all means, but plot a path to scale because it was only from scaling up that the huge profits came. Now, in the information age, the real winners can be found in niches. Sometimes the smaller the better.

    So a company like Ryan Deiss’s, which has multiple information products all targeted to niches where he believes he can reach just 1,000 paying customers can be hugely profitable, compared to a newspaper that sells a far cheaper/less valuable information product (yesterday’s news) and can’t even think about producing it economically unless it has at least 100,000 readers.

    Yes, there are always the Facebooks and the Googles who’ve made huge money from their sheer size, but even in those megalith companies, if you really examine their business models, their profits come from micro-slicing their vast databases into ever tinier niches. It’s precisely their ability to place their advertisers’ messages right onto the desktop of every one of the 432 forty-year-old women in Columbus Ohio, who have high blood pressure and a busy lifestyle, so they need one-on-one nutrition counseling on the right foods to eat that makes them such powerful companies.

    1. Anh Thu Nguyen says:

      Hi Michael!

      Thanks so much for your input. It really is a big fear of mine (and many others) that the more we niche the more we limit ourselves. I guess it just “feels” that way. But the reality is, as so many successful entrepreneurs have demonstrated, that the opposite is true.

      I’m thinking one approach is to use my blog/podcast/WebTV show to cast a net and build a list over a wider audience of people who have chronic illnesses who want to heal themselves with nutrition. Then, create products and services to help people who specifically have high blood pressure, diabetes, chronic pain, etc…

      1. David Siteman Garland says:

        ATN – Awesome re: Host To The Top (and we will talk more about this with you as we get going with the program), but that is definitely one approach (i.e. slightly wider show/brand and then very specific products)

    2. David Siteman Garland says:

      Michael – That is SO right on. Fantastic comment. Couldn’t agree more my friend.

  4. Gloria says:

    Wow. You’re timing is perfect!

    I am “starting from scratch” and was working on the copy for my “Work with Me” page and something just seemed off. Im known for a huge skill (something many people struggle with). Literally everyone who knows me says it is my “thing.” However, I kept telling myself “I need something that is broader!” Thanks from “knocking some sense” into my head!

    1. David Siteman Garland says:

      Gloria – If you are the best monkey trainer for left handed women in Iowa, then own it girl. Go for it 🙂

  5. Viditrainer says:

    The logic behind charging more the more specialised you become is deceptively simple. Simple but profound. Of course! I come from a professional background where I know this to be true.

    I have been umm-ing and ahh-ing about my site, which aims to improve the businesses and lives of South African entrepreneurs by employing a combination of media and information product solutions. Surprisingly, this is still a somewhat new market.

    Your back-of-couch tip gave me the confirmation I needed.

    1. David Siteman Garland says:

      Awesome go get ’em 🙂

  6. timdanyo says:

    Great post. I totally agree with you on the need to niche. I noticed that with your biz you went with a general theme of success “” and then niched it to “mediapreneurs” are you not following your own advice?

    1. David Siteman Garland says:

      Tim great point:

      #1: I like an overall brand with a specific focus (brand can be your name or something like “The Rise To The Top). Other examples I like:,,, etc.
      #2: This is a lesson learned from myself. I started as general (entrepreneurship) and struggled for years until I was able to REALLY narrow it down and that is how biz exploded.

      1. timdanyo says:

        Thanks for the feedback! I’ve got a ton more of questions. But I should probably just bite the bullet and get the Host program you’re offereing. Nice work by the way.. 😉

        1. David Siteman Garland says:

          Awesome looking forward to your application!

  7. I remember learning something about this in my political science class in community development. something about a funnel, the soup, and getting folks on board to fund or okay a project. Okay there was a bit more to than that, but the idea was the same. Thank for the reminder,this exercise helps to narrow the niche down to something more doable.

    1. David Siteman Garland says:

      Sounds like quite the class 😉

  8. Jason Gracia says:

    Great video, David. Though I successfully broke the rule with my first company (my topic was motivation) and I’m partially breaking the rule with my next (turning expertise into a six-figure brand and business), I think you are absolutely correct about narrowing down being the key to rapid growth and profit.

    Watching your video plopped two thoughts in my head, valuable ideas that I’ll definitely build on.

    First, I pictured a line chart with specificity running vertically and price running along the bottom. As you get more specific to someone’s needs, you can naturally charge more–you are speaking directly to their greatest pains and pleasures. The chart would be a rising curve.

    Second, I realized focusing down is like yelling for someone in a crowd. To cater to the masses, you’d yell, “Hey, people!” A few would glance, but most would ignore you. A nicher would yell, “Hey, George J. Humperdink with a red coat and blue shoes!” The bulk would ignore you, but George would listen to every word you have to say.

    Thanks for the new ideas, David, and, as always, keep rocking. You’re doing a lot of good in the business world and it’s making a big difference.

    1. David Siteman Garland says:

      Right on in regards to that chart. Definitely true.

  9. Tai Goodwin says:

    Great discussion. I focus on a very targeted group of entrepreneurs: professionals who are launching a business while working a full-time job, I call them employedpreneurs (employed entrepreneurs). My show is called Launch Talk and is a major component of my site – Launch While Working.

    1. David Siteman Garland says:

      PERFECT. That is EXACTLY what I’m talking about 🙂 (and extra bonus points for branding your own language)

  10. Scott Ayres says:

    Really great info David. I think many of us in the “social media” niche fall into this. We try to be all things to all people, but in reality we need to narrow our focus and dominate that niche inside our niche..

    1. David Siteman Garland says:

      Absolutely. And there are SO MANY ways to niche up especially in that industry. By profession, by tactic/result, etc.

      1. Scott Ayres says:

        Yeah I think we are all guilty of trying to appeal to everyone, but when it’s a crowded space you can’t stand out.

  11. Vesone Dean says:

    Another awesome video David, this comes right on the heels of listening to one of Ryan Lee’s webinars where me mentioned this…I’ve heard the concept 100 times before, but with you and Ryan mentioning it recently. I finally threw my hands up and gave in haha.

    I’m in the process of launching my site and as hard as it was for me to niche down from video marketing to high quality DSLR video marketing, I’m def. getting some traction.

    Looking forward to the HostToTheTop.

    1. David Siteman Garland says:

      I would definitely niche down 🙂

  12. Opata Olende says:

    Good video…and even better title. Love it, you son of a niche.

  13. Great video David. I think most of us are guilty of wanting to master it all in the beginning. Once we accept to narrow down the niche the success follows!

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8 Steps to Turning What You Already Know into a Successful Online Course

The 8 step process to the successful with online courses + free gifts for attending!

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