[00:00:00] In today's episode, I want to walk you through what it really means to pick a niche, why most people get it wrong and why I just shifted mine. Again.
I'll also help you figure out whether it's time for you to do the same, because what if this thing you're resisting, this pool to pivot is a sign that your. Already stepping into the next level. And if that's true, then the longer you wait, the more friction you're going to feel, the harder your content will become and the slower the sales will come in the more misaligned your business will feel.
But there's another path and on that path, content flows. Clients feel like a yes before they. Even hear your price and your business starts to feel like it was built for you. Are you ready? Let's dive in.
Intro: I am Christina Koki, your post of the Effortless Closing Podcast. Born and raised in Silicon Valley. Now bringing the wisdom, wit, and well-oiled business strategies from my new hometown just outside of [00:01:00] Nashville, where the pace is slower, but the revenue still runs high. With over two decades building businesses, some wildly successful others can gloriously messy.
Every step has been fueled by a love of real strategy and real results. This isn't about side gigs, and it's definitely not about hustle culture. This is about optimization and building revenue, generating machines designed to make your life and your business feel effortless. After $92 million in sales of the last eight years while raising four little ones and building it all as a.
Wholepreneur. I've created systems that scale and a business that supports my life, not steals from it. From summers in Europe to road trips across the United States, being present with my family is the greatest win. And everything I've learned to make that possible is now inside the effortless closing method.
The framework behind this podcast, and here's the best part, you can build the same kind of business, the kind that funds your lifestyle, [00:02:00] honors your values, and. Feels like you. This show is for the woman who's already doing well, but is ready to simplify the work, amplify her income, and finally build a business that flows with her life.
Every episode brings sharp strategy, honest insights, and real world tools to help you grow your business and enjoy your life in the process. We don't just grow your business, we optimize it to feel effortless. This is the Effortless Closing podcast.
As we dive into today's episode, I want you to think about that moment when everything in your business look fine on the outside, but something inside of you knew it no longer was right fit, and maybe the content feels harder to create. Your clients are still getting results, but you're not as excited and your offers aren't landing with ease.
You are definitely out of flow. That was me again, I've changed my niche four times in the last 18 months, and it's not because I'm confused or [00:03:00] flaky or chasing the next shiny thing. I've changed because I've grown faster than my brand could keep up. Every pivot I made has. Brought me closer to alignment, to ease to the sweet spot where the business I run actually fits the woman I've become, and honestly, I really should call it refinement.
It isn't like I just started from scratch every time. It was more of finding my clarity within what I was already doing find me. That matched me well, and yet every time I felt that pull to shift, I had to battle the voice in my head that whispered, you just got things working.
Are you really going to change? Again, I know that voice all too well. I know the fear of confusing your audience, of losing momentum, of looking like you don't have. All of it figured out, but here's the truth, no one talks about enough. Your niche isn't supposed to stay the same forever.
Your niche should evolve with you. Next, I wanna talk about the pressure to pick the right niche and how this [00:04:00] can cause people to either stay too broad or freeze completely and never move forward.
Segment 1: The Pressure to Pick “The Right Niche” (Expanded)
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There's this idea floating around online that once you pick your niche, it's locked in, like one and done, right?
Like you better get it perfect the first time. Or if you're going to do it, you're gonna waste your time later on. Confuse your audience or never scale. And because of that pressure, so many entrepreneurs either go too broad, try to appeal to everyone just in case, or they freeze completely and never make a move at all.
it's not just a mindset block. It's a real business bottleneck.
According to a report by CB Insights, one of the top reasons startups fail right behind running out of money is that there is no market need, but when you dig deeper, that doesn't mean people weren't spending money. It means the messaging and the niche were off. They weren't speaking to the right people in the right way.
So nothing converted, and when you don't convert, [00:05:00] everything feels harder than it should. I can't tell you how many conversations I've had with smart capable women who've said things like, I am multi-passionate, or I don't want to box myself in. Or I can help so many different kinds of people, and I get it.
You don't want to be limited, but. Here's the thing. Niching isn't about limitation. It's about liberation. It's about finally knowing exactly who you are talking to, exactly how to speak to them, and exactly what makes you the no-brainer choice. Let me give you a quick example. I. One of my clients came to me after spending months trying to market her business as a high performance coach.
That's what she called herself. But when I asked her who she works best with, she said, honestly, women in their forties who've already hit six figures and are secretly exhausted. They don't want to do more. They want to feel like they're finally doing it right. That was the moment we had clarity.
[00:06:00] That's not just a niche, that's a person, a paint, a desire. And when we rewrote her messaging around that, everything clicked. She didn't need more content, she needed more clarity. But because no one really explains this, we end up chasing this. Mythical perfect niche. The one that will never need to change.
The one that checks all the boxes, the one that feels safe, exciting, and scalable all at once. And the moment we feel a little off, or the moment our ICA evolves or our work deepens, we kind of panic. We think everything's wrong with us. We question everything. But what if nothing's wrong? What if we're feeling the exact thing we're supposed to feel the.
Things that's happening. I used to think if I just kept refining my messaging or tweaking my offers, things would fall into place. But the truth was I was out of alignment with the person I was speaking to. Not because they were bad clients far from [00:07:00] it, but because I had grown, my work had evolved so had my capacity to serve at a deeper level, trying to force myself into an. Old version of my business was like trying to squeeze into a pair of jeans that no longer fit. I can do it, I promise you I could do it, but it didn't feel good and it certainly didn't help me move. So if you've been feeling that quiet pull to change something, your messaging, your offer, your audience, I want you to hear this loud and clear.
You are allowed to evolve and your niche. Is meant to evolve with you what's not allowed? Staying stuck in something that doesn't fit just because you're afraid of what it means to pivot. Okay. And the next part of this episode, I want to clear something up because I think the word niche has been so overused.
It's kind of lost as meaning. So let's talk about what a niche actually is and why getting crystal clear on yours is one of the most freeing things you can do in your business. All right, let's talk about what and it [00:08:00] truly is and why clarity matters.
Segment 2: What Is a Niche (Really)? And Why Clarity Matters
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Let's talk about this word that gets thrown around constantly. Niche, niche or niche. Same thing. Everyone says, you need one, but no one really explains what that actually means in a way that's useful or easy to understand. Most entrepreneurs I talk to think a niche means industry or gender or age, like I help women in their thirties, or I work with online business owners.
And while that might be a. Surface layer of a niche. That's not what exactly moves the needle. That's not what makes someone stop scrolling and say, oh my gosh, she gets me. Your niche isn't just who you help, it's also what they want, what they're struggling with. What they've already tried that didn't work.
And why your approach feels different. It's the emotional undercurrent, the way you articulate their unspoken thoughts. That's what makes you magnetic. Not just a category you [00:09:00] fall into. The way I define the niche with my clients is simple.
It's the unique intersection between who you serve, what they deeply desire, and how only you can deliver that transformation. When you hit that sweet spot, marketing becomes almost effortless. You don't have to chase leads or constantly create new content. Your message does the heavy lifting because it's aligned, it's anchored, and it speaks directly to the person you're meant to serve.
That's one of the first things we map out inside of the effortless closing machine before we touch your offer, your content, your sales process, because if your niche isn't clear, nothing else can truly land. The system I teach always starts with clarity, and it's the reason why my clients start closing more with less effort and attracting clients who feel like they were meant for their world. Now, here's where most people get it wrong.
They stop at demographics or they try to be clever instead of clear. They write copy that [00:10:00] sounds polished, but not professional, and they wonder why no one is buying. If you're not clear on your niche, your people. Don't feel seen, and if they don't feel seen, they don't buy. I had one of my clients come to me with an incredible offer, like truly life changing work, but her content wasn't converting.
When we dug in, we realized her niche was defined by what she wanted to say, not what her audience needed to hear. She was a marketing to the version of her ICA who had already figured things out. So her messaging was aspirational. But not relatable. Once we refined her niche and shift her language to meet her audience where they actually were, her engagement doubled and her last launch, she sold out in half the time.
Clarity is not just about being specific, it's about being specific in the right direction. It's not narrowing for the sake of it. It's narrowing to unlock precision, to create a message that hits the heart. That's when the [00:11:00] magic happens, and once you have that. Once your niche is dialed in, everything else becomes easier.
Your content flows, your offers land stronger, and your confidence it expands because now you're not guessing. You know, you're speaking to the right person. So if things have felt murky lately, if your content has been falling flat. Or your offers aren't converting the way they used to. It might not be a visibility issue, it might not be a sales issue.
It might just be a clarity issue. And clarity starts with your niche. Up next, I'm pulling back the curtain on why I shifted mine again and why it might be time for you to do the same.
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Segment 3: Why I’m Changing My Niche (Again)
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Alright. Why am I changing my niche again? I remember sitting in my office a few months ago staring at the notes for a podcast episode I was supposed to record and feeling absolutely disconnected from every word on the page. Like seriously, it wasn't that the topic was bad. It wasn't that I didn't care.
It just didn't [00:15:00] feel right anymore. Something in me had shifted, but my messaging hasn't caught up, and I realized in that moment. It was time to change my niche again. Now, if you followed me for a while, you know, this wasn't the first time. In fact, it was the fourth time in about 18 months, and every single time the decision to pivot has come from a place of growth, deep internal.
Undeniable growth. I was no longer the woman that started this vision of the brand. And every time I ignored that for too long, things started to feel heavy. Like I was dragging around a business that no longer felt like it was fit and I that I was, oh me, repeat that. Like I was dragging around a business that no longer fit the life I was building.
I remember when I started my other business eight years ago. It was evolving fast. I had a coach at the time who told me, slow down, stop adjusting so much. He said it would hurt me in the long run. First of all, bad coach, and if you've been listening to my podcast or watching [00:16:00] my YouTube videos for any length of time, you've probably heard me unpack plenty of bad advice I followed early on, but this time.
I ignored him and then I fired him because the truth is refining and adjusting is the path. I call it micro failing, and it's one of the fastest ways to move the needle in the right direction. Most entrepreneurs wait years to make a change. They want more data, more proof. They want to be sure it's not just a phase, but here's what happens when you wait too long.
Things get stale fast, and if you ignore the quiet nudge to adjust when something feels off, it becomes harder and harder to fix because once the business crumbles under misalignment, you're not just tweaking, you're repairing it, which is so hard, and you're doing it from a place of depletion, not power.
Here's what I want you to understand, because no one says this out loud. You can have a niche that works. Still feels misaligned. You can be making money helping [00:17:00] clients and still know deep down that you've outgrown the way you're showing up. That doesn't mean you're failing. It means you are evolving and your brand needs to evolve with you.
For me, the evolution started with realizing I was attracting clients who were technically a yes for my program, but energetically they weren't the right fit. They wanted the strategy, but they weren't truly ready to lead that they, sorry, I repeat. They hadn't made the internal shift into being the kind of business owner.
I love to work with the women who's already successful, but knows there's a smarter, easier, more optimized way to grow. And I realized I wasn't speaking directly to her anymore. I had started speaking to everyone. My content got broader. My offers were trying to serve too many people, and I was exhausted from trying to make it all fit so.
I did what I always do when things fill off. I paused. I looked at what was working, what was it? What was I no longer excited to carry forward? And from [00:18:00] that space, I made the decision to recalibrate. I got quiet. I stripped away what wasn't working anymore. I asked myself the same question I asked my clients inside the effortless closing machine and the effortless recalibration.
Here's the question. If I were building my business from scratch today based on who I am now. What I know now and who I love serving, what would it look like? The answer was clear for me. I was ready to niche up, not in complexity, but in clarity. I didn't need to change everything. I just needed to realign the voice, the offer, and the audience to match the version of me I've become.
And let me tell you, since making that shift, everything feels lighter. Clearer, more potent content is flowing again. The right people are coming out of the woodworks. My offers feel magnetic and I feel like I am back in my lane in the best way possible. But here's the wild part. I'm in the process of refining it again.
I know it sounds crazy, another shift. You're like, [00:19:00] come on, Christina, but I know I can go deeper. Even more refined. I just hired one of the best coaches in the game because if I'm teaching this inside of my own programs, especially ECM foundations, we have a whole module on this and it is critical to making your marketing work for you as the heavy lifter.
I needed to embody it at a higher level myself because even the best coaches like me need. Better coaches to help them move forward as well. And I know that I can get even more clear so that there's no hesitation, no guessing. You just know. And as I start working with her, you're going to see my positioning shift.
Again, this core niche will stay the same, but the sub niche. That's what I'm dialing in right now. I'm a revenue coach, but soon you'll hear me clarify that further, maybe a revenue coach focus on ease that a revenue coach who specializes in effortless marketing and sales systems and so on and so on, until the messaging is so clear the right clients feel [00:20:00] it before I even say a word, because I know this, when your niche is dialed in, the sales gates open.
You can raise your prices, speak more boldly, sell more naturally, not because you're doing more, but because the value is unmistakable. So if you've been feeling that nudge to change something, I want you to know the path isn't about drama. It's not about burning it all down, it's about refinement. And when done right.
It unlocks a whole new level of ease, authority, and alignment. All right, in the next section, I want to talk about why you should always be adjusting your niche because this isn't a one-time decision. It's a long game strategy for sustainable effortless growth.
Segment 4: Why You Should Always Be Adjusting Your Niche
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Here's something I wish more entrepreneurs talked about openly.
Your niche is not a one time decision. I know we mentioned a little bit above, but I wanna get deeper here. It's a living, breathing part of your business, and if you're doing things right, it should be evolving constantly. And I don't mean like some chaotic. Reinvent yourself every month kind of way. [00:21:00] I'm talking about intentional refinement, strategic evolution, the kind of small, powerful shifts that allow your brand to stay true to you even as you grow, change and step into new levels of leadership
because business isn't static. You are not static. Think about some of the most magnetic entrepreneurs, you know, the ones who feel relevant, potent, and always ahead of the curve. Chances are they're adjusting in real time. And there's a couple big names that I know they're adjusting.
Trust me, they're not making a big deal out of it. So you're not gonna see them posting everywhere. They're changing 'cause they're not burning everything down, but they are constantly tuning in. Listening to their audience, watching their own energy and refining their positioning to stay ahead of both.
And when you build your business that way, you don't have to relaunch every time you grow. You don't have to hide behind old content that no longer feels like you. You get to evolve out loud in real time with confidence. That's the exact reason I teach [00:22:00] continuous refinement in my programs.
It's why we don't just build a brand once. We build a system that evolves with you, a machine, a niche that deepens messaging, that sharpens offers that grow your brilliance. It's how my clients go from good to unstoppable because here's the thing. Your niche is your filter. It tells your audience who you are and just as importantly who you are not.
It shapes your content, your offers, your energy, and when you refine it regularly, everything else clicks into place faster. Let me give you a quick example. One of my clients inside of Effortless recalibration came to me with a niche that had technically worked. But she wasn't excited by it anymore.
She had evolved, but her messaging had, we didn't throw the whole thing out. We made micro shifts. We reworded her positioning. We clarified her icas real pain, not just what sounded good on paper and within weeks she went from struggling to get responses to [00:23:00] people actually DMing her saying, I feel like you're in my head.
That's power of ongoing refinement. So if you're sitting here thinking, I already picked a niche, I thought I was done with this part, let me gently say. You are never done. But that's not a bad thing. That's actually where the ease comes from because when you build your business to evolve with you, instead of resisting the shifts, stay in momentum.
You stay in alignment, and your sales process gets easier or not harder. All right. Next, I'm gonna walk you through how to know if it's time to pivot, because that's like the biggest question going through your mind right now. Plus the same questions I ask myself and my clients before every niche refinement. Alright. How do you know it's time to switch?
Segment 5: How to Know If It’s Time for You to Pivot
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Let's talk about it. I wanna get honest for a moment. If you've been listening to this and nodding along, if your gut has been whispering, this might be me. That's a good chance. You're already feeling what I call niche friction. And the longer you try to ignore it or [00:24:00] work around it, the heavier your business is going to feel.
So let's make it simple. Here are a few signs. It might be time to refine or fully shift your niche. One, you're starting to dread your own content. It feels forced, repetitive, or like you're just saying what you think people want to hear. Two, you're attracting clients who are close but not quite right.
They don't light you up. You're doing good work, but it doesn't feel energizing. Three. Your offers aren't converting like they used to. You've got the same strategies, but the results are dipping and deep down, you know, it's not the strategy that's the problem. Four, you're holding back.
You know you've grown, you know you've deepened your work, but your brand still reflects the older version of you. Five. You're watching others say what you wish you could say. That one's subtle, but it's a powerful clue.
Any of these feel familiar then? You are just growing and it's time for recalibration. [00:25:00] This is exactly why I created both ECM and effortless recalibration because you shouldn't have to wait until your business breaks to rebuild it. You can optimize while in motion. You can refine without drama. You can evolve in real time with strategy and support.
The most powerful businesses aren't built in one giant leap. They're built in a series of intentional shifts. So here's the question I always ask my clients and myself. Before every pivot. If you were starting from scratch today, knowing what you know now, who would you serve? What would you say? What would you no longer tolerate or take to make work?
Start there. Let the answer guide you, because when you reconnect to that truth, everything else becomes easier, clear, more aligned. And from that place, your business doesn't just work, it flows. All right, as we're wrapping up this episode, if you've been feeling that friction, if your business looks fine on the outside but feels misaligned on the inside, I want you to know you are [00:26:00] not alone.
You're not making this up. You're not being impulsive. You are evolving and your brand, your messaging, your niche. They need to evolve with you. What you want is clarity. What you need is permission and what makes the biggest difference? Support. This is exactly the work I do inside of Effortless recalibration and ECM foundations. We don't start over. We start smarter. We keep what's working, strip out what's not, and recalibrate your niche, your messaging and your marketing from a place. Of alignment and leadership, but when your business reflects who you are now.
Not who you were when you started. Everything starts working better, more ease, more conversations, more joy, more money. So if you're listening to this thinking, yep, that's me. Here's what I want you to do, book a call with me and let's talk about how I can help you reach your goals faster. I will put a link in the show notes below.
No pressure, no pitch, just clarity. You don't have to figure it out alone. You just have to start [00:27:00] listening to what you already know deep down. It's time. If you haven't joined us over at YouTube, we have a lot of great content over there that is designed to give you quick actual steps to building an effortless business.
I'll see you next week with another episode that helps you grow your revenue and your business with more ease than ever. Thank you for being here with me today.
