Advice Line: How To Refine Your Niche When Marketing Isn't Working (Justin Green)
Mar 26, 2025
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In this captivating discussion, Justin Green, founder of Assist Financial Planning and a financial advisor, seeks expert guidance on refining his marketing niche. He shares his journey of targeting various audiences, from millennials to fitness coaches, and grapples with balancing passion and profitability. Key insights include the importance of aligning messaging with specific client pain points, the benefits of focusing on online entrepreneurs, and strategies for using platforms like LinkedIn and YouTube to enhance engagement and attract ideal clients.
Justin Green's journey illustrates the importance of identifying and refining a niche to connect with ideal clients effectively.
Targeting online business owners with significant revenue allows Justin to address specific pain points and enhance client relationships.
Shifting marketing strategies, including a possible pivot to video podcasts, aims to establish Justin as an authority in online entrepreneurial success.
Deep dives
Justin's Niche Evolution
Justin Green, the founder of Assist Financial Planning, initially targeted millennials before shifting his focus to online health and fitness coaches. This transition came after realizing that this niche seemed promising while collaborating with a fellow advisor. Despite attracting these coaches, Justin discovered that many didn’t align as ideal clients due to affordability issues; his approach evolved to include various online business owners, such as marketing and sales coaches. Currently, his clientele consists of a mix of online business owners and high-earning young professionals in Massachusetts, placing him in a unique position of enjoying work with the former while managing the more traditional clients who offer higher, but less fulfilling, payments.
Messaging Challenges
Justin identified significant issues with his messaging while trying to reach his desired clients effectively. Throughout his journey, he realized that the topics he initially focused on, such as cash flow, attracted clients needing basic financial advice rather than those seeking comprehensive planning and profitability strategies. He confessed that although he had refined his messaging, he was still not reaching the right audience. Despite having experience with various clients, it has become crucial for him to clarify his target demographic and outline the pain points he can address for those in the online business space.
Identifying Ideal Clients
For Justin, defining his ideal client entails focusing on online business owners who earn over $250,000 annually, placing them in their 30s or 40s with critical pain points like lower taxes, maximizing revenue, and reclaiming time. He mentioned that individuals with families and higher revenues tend to be his best clients, making it essential to differentiate between clientele personas. Discussions about potential revenues led Justin to reflect on how to refine his criteria further, ensuring that he is aligned with clients who are not only able to afford his services but who also engage meaningfully in conversations about business growth. This approach paves the way for a more enjoyable and productive working relationship.
Strategizing Marketing Approaches
Justin acknowledged the need to pivot his marketing strategies to align with his refined client focus. He is exploring the possibility of transforming his current podcast format from primarily fitness-based topics to a broader focus on online entrepreneurial success stories. With a pivot to video podcasts, Justin is keen on showcasing his expertise and establishing himself as a go-to planner for online business owners. This change would not only elevate his brand presence but also create a platform for attracting and converting clients, as he aims to ensure his content resonates with the needs and interests of his desired audience.
Conversion and Audience Engagement
In discussing lead generation, Justin expressed challenges in converting listeners into prospects, pointing to the need for a clear call-to-action that speaks directly to his ideal audience. Throughout the dialogue, it became clear that aligning his messaging with the specific pain points of his target clients will be critical in enhancing conversion rates. By addressing the questions and concerns that his potential clients have, he will be able to create value-added resources that resonate with them. This understanding will be pivotal as Justin works on transitioning to more effective marketing tactics, ultimately aiming for long-term sustainment in his financial planning practice.
Are you struggling to get clear on your niche and messaging as a financial advisor? Or finding it challenging to align your marketing activities with your target audience?
In this LIVE "Advice Line" episode, financial advisor Justin Green seeks guidance on refining his practice's focus and messaging. After experimenting with different niches, from millennials to online fitness coaches, Justin needs help determining the right path forward. Listen in as we help him craft a clear strategy to attract and serve his ideal clients.
Key questions we answer include:
► How do you choose between passion and profitability when selecting a niche?
► What's the right approach to messaging when broadening your target market?
► How should you align your marketing activities with your chosen niche?
If you're wrestling with niche selection or struggling to connect your marketing efforts with your ideal prospects, this episode provides actionable insights to help clarify your path forward.
Whether you're just starting out or considering a pivot in your practice, tune in to learn how to build a more focused and effective advisory business.
