Why No One Cares About You (Yet)

Bonjour!

I was having a coffee meet up recently and we got into the topic of “you are the niche”.
I called b**ls**t on the concept, which raised a few eyebrows.

I think it’s a lie pedalled by unicorn creators at the top like Hormozi and Koe to sound cool and let people love themselves. Be honest, have you thought you were the niche and started to make videos/posts, and seen no traction? Yeah, because you are the niche is a lie. (mostly, we’ll get to that).

You’ve got 11 interests, 5 skills, and a “unique perspective” on life. Cool, good for you, have a cookie. But unless that perspective solves a real pain point for a real person, no one cares.

You know that nonsense people spew about being authentic, diverse, and vulnerable will get them the audience. Nope! It won’t.

Why Bo?! Stop messing me around tell me.

Because people don’t open their phones looking for you.
They open their phones looking for themselves.
More specifically: For answers. For a solution to their problem.

It’s not about you. It’s about them.

You can stop reading this entire email right now if you truly understand that above. It will save you years of heartache creating content and save you mucho dinero.

Nobody clicks for personality. They click for pain relief.

That’s not a theory. It’s human behaviour. It’s psychology.

Go look at the top performing accounts in your space.
They're not posting random thoughts.
They're solving a very specific problem in every single post.

Dan Martell is incredible at this and it’s a large reason for his rise to fame in such a short space of time.

Their content passes the “hit rate” test:
Does this solve the same pain for the same person every time I post?

Recently, I worked on a video with a client which I didn’t want them to post. I said it was too personality passed and doesn’t serve the audience. They didn’t care, said it showed another side to them and wanted the video out. They spent a lot on production and editing, made it look classy. Result… it tanked. Was I surprised? Nope. Sometimes you have to make the mistakes in order to learn the way.

Algorithms reward clarity. Audiences reward consistency.

You can’t build trust without repetition.
You can’t become “known for something” if you’re known for everything.
You need to be boringly consistent before you get to be interestingly diverse.

Here’s what the data shows:

• Niche accounts get pushed more. Variety accounts get throttled.

• Solving one clear pain point increases watch time, retention, and conversion.

• When people know what they’re going to get, they keep coming back.

And when they keep coming back… something shifts.

I have a new client who is exploding in growth in a very difficult niche. Why? They consistently talk about the same thing, use data to back it up and engage with viewers. Simple formula.

Eventually, they fall in love with you.

Once you’ve earned their trust by helping them win, they start to care who you are.
They lean in.
They ask for your opinion.
They buy from you not just because of your tips, but because of your face, your voice, your energy.

But that trust is earned through value, not variety.

You are not the niche.
The pain you solve is.

Get known for that and the rest follows.

—

If this hit you in the giblets, good.
Now go build something worth following.

Bo

P.S. I spoke this email into ChatGPT was I was out for a walk by the ocean. It formatted it and I sent this with very little editing. The voice to text app on ChatGPT is being slept on. Use it to make your life next level!

P.P.S Last week I mentioned my boy Eddie Pinero was doing well with his podcast. Well this week on Spotify, he’s #4 globally behind Joe Rogan and Theo Von. This is an astounding achievement and well deserved. Work hard, be consistent, surround yourself with a good team and you will win. Gotta celebrate those big wins!

P.P.P.S - If you think this email is targeted at you or about you, it’s not hahahaha