Financial Advisor Marketing Podcast Your Niche Is Too Broad: Here's How To Fix It In 20 Minutes
Dec 29, 2025
Many financial advisors mistake broad demographics for effective niches, which can undermine their marketing. Discover three core reasons why a broad niche fails, including the risks of being seen as a commodity. Learn how to engage potential clients by tapping into their attention through specific messaging. Specializing can justify higher fees without losing clients, and practical tactics are shared to narrow down your niche. From red and green flag criteria to identifying triggering events, find out how to attract ideal clients effortlessly.
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Broad Demographics Are Not Niches
- Broad categories like "women" or "pre-retirees" are not effective niches because they are too large and vague.
- James Pollard says a niche should be a narrow, specific recess where your message fits precisely.
Specificity Triggers Attention
- The brain prefers specific messages because specificity signals competence and relevance.
- Specificity activates the reticular activating system and makes your marketing personally relevant, James Pollard explains.
Use Concrete, Named Examples
- Compare vague and specific messages and choose the specific option to wake up prospects' attention.
- Use concrete examples in your messaging (e.g., Lockheed Martin engineers) to make people recognize themselves.