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My breakthrough on LinkedIn started with focus
As a founder, I know how it feels to be pulled in a million directions. You have big goals: grow your audience, connect with the right people, and sell your services or products. But here’s the thing I learned the hard way—if you’re speaking to everyone, you’re actually speaking to no one.
I used to create content that was broad and try to appeal to as many people as possible. It was frustrating when I didn’t get the engagement I expected. Worse, the leads I generated weren’t the right fit for my business.
It wasn’t until I got crystal clear on who I wanted to reach—and why—that things started to click. I stopped trying to be everything to everyone and instead focused on a specific sub-niche. That one decision changed everything for me.
The problem with casting a wide net
Here’s what I see all the time, especially with other founders and executives: you have a product or service that’s great. You post content to build your audience, but it doesn’t resonate. You don’t see the growth or leads you hoped for, and it’s tempting to think you just need to “do more.”
But here’s the thing. If you don’t know exactly who you’re targeting, your message will fall flat. It’s not that your offering isn’t valuable—it’s that it’s not speaking directly to the right audience.
Once I realized this, everything started to shift.
Why defining your sub-niche changes everything
Let’s break it down. A sub-niche is just a smaller, more specific slice of a larger market. The reason this matters is simple: the more specific you are, the easier it is to connect with the right people.
For example, I started with a broad topic I knew well—marketing. But marketing is massive. There’s social media, email, Google Ads, branding… the list goes on. Trying to appeal to everyone who needs marketing help was exhausting, and it wasn’t effective.
So, I narrowed it down to a niche: email marketing. That was better, but still too broad. Then, I defined my sub-niche: email marketing for seven-figure business owners.
Now I had a specific audience in mind, and I could tailor everything—my content, my messaging, even my services—to speak directly to them. And the results were almost immediate.
How I defined my sub-niche
If you’re feeling stuck, here’s the exact process I used to get clarity:
- Start with your broad topic
Think about the area where you have deep experience or knowledge. For me, it was marketing.
- Narrow it down to a niche
Within your broad topic, pick a more specific area. I chose email marketing.
- Get even more specific with a sub-niche
- Price: Who has the budget for what I offer? For me, it was seven-figure business owners.
- Demographics: What group of people resonates most with my style or expertise?
- Level of quality: Who values premium, high-quality results?
- Psychographics: What mindset or goals does my audience share?
- Industry: Are there specific industries I know inside and out?
This is where the magic happens. I asked myself, “Who do I want to help? What problems do they have? How can I solve those problems better than anyone else?”
To help narrow it down, I used five approaches:
By answering these questions, I landed on email marketing for seven-figure business owners.
Why this worked
Once I had my sub-niche, everything became clearer. I knew exactly who I was talking to. My LinkedIn content shifted from general advice to hyper-relevant posts that spoke to the pain points of successful founders who need email marketing that delivers real ROI.
This level of focus also made it easier to craft offerings that were a perfect fit. Instead of trying to create services that worked for “everyone,” I designed solutions specifically for seven-figure business owners. And let me tell you—it worked.
Suddenly, my content was getting more engagement. I was attracting the right people. Conversations turned into conversions, and my business started to grow in ways that felt sustainable.
You can do this too
If you’re feeling scattered or like your LinkedIn efforts aren’t paying off, I want you to ask yourself: “Am I being specific enough?” Chances are, you’re not. And that’s okay.
Here’s what I recommend:
- Start by writing down your broad topic.
- Narrow it to a niche you know better than most.
- Use the five approaches I mentioned (price, demographics, quality, psychographics, and industry) to define your sub-niche.
To make this even easier, I’ve used a simple tool called the “sub-niche playbook.” It’s a straightforward way to map out your broad topic, niche, and sub-niche. Once I did this exercise, it all started to make sense.
Why this matters for founders and executives
Look, I know how busy you are. You don’t have time to waste on strategies that don’t work. By defining a sub-niche, you’re making the most of your time and energy.
Instead of throwing content at the wall and hoping something sticks, you’re creating with purpose. You’re connecting with people who actually need what you’re offering. And you’re building a business that’s designed to grow—not just survive.
So, take a step back. Get specific. And watch how everything else falls into place.
Who are you really trying to reach? The answer might be closer than you think. Let’s get focused.