She Spent $15,000 to Niche Down. Here's What Happened.
- Jun 7
- 3 min read
By Julia D. Stege
The Magical Marketer
I had a client who paid $15,000 to a branding expert who told her to start focusing exclusively on helping golfers improve their swing.
She was a physical therapist who was deeply skilled, genuinely gifted, the kind of practitioner who changes people's lives not just physically but at a level that goes much deeper than the body. And because she lived in an area where there were a lot of golfers, this expert convinced her to go with the golf niche.
So when we started working together on her website I could feel something was off. The words weren't flowing the way they do when someone is expressing their true love and essence. And then this popped out:
"I don't even like golf," she said.
"I just did it because she said I could make good money. But I'm not even attracting that many golf clients."
So I asked her what she really wanted to do and she didn't hesitate for even a second.
"I want to help women cancer survivors come back into their strength after chemotherapy."
She had spent $15,000 and who knows how many months walking away from what her soul was actually calling her to do.
Now this advisor wasn't malicious. She was just following the same niching principles almost all branding experts follow: find an underserved market with money to spend, position yourself as the specialist, and build from there.
It works for some people.
But Soul-led practitioners, especially multi-passionate ones with many talents, can't fit into a box like that.
These are the women who come to me saying, "I do this AND this AND this... do I need three separate websites? How do I explain what I do?" They've been told they're too complex, too scattered, that they need to pick one thing and focus.
They're energy healers who are also coaches and artists. Astrologers who are also therapists and writers. Intuitives who offer multiple healing modalities plus coaching plus workshops.
And every marketing expert has told them the same thing: narrow down, specialize, pick your lane.
But here's what I've observed over 25 years of working with Soul-led entrepreneurs, healers and creatives: when you build your business around trying to fit into a niche rather than what your Soul is genuinely called to do, you can spend years going in circles, never really getting anywhere.
The women who were meant to work with my client (the ones who had been through chemotherapy and were searching desperately for someone to help them come back to themselves) would never recognize her when she was trying to wear that golfing brand. But as soon as she started sharing from her Soul, they recognized her instantly.
This is what I call the New Renaissance approach to business.
Instead of narrowing yourself to fit the "expert" mold, you embrace your wholeness. You speak your soul's truth. You trust that when you do, your people will find you saying, "I don't know what exactly you said, but I knew I had to connect with you."
Because soul recognizes soul.
I've spent my whole life being told to pick one thing. In high school: artist or writer or counselor? In art school: graphic design or photography? After graduation: branding or magazines? The pressure to specialize never stopped.
And I see the same pattern with my clients. They've been told they're too complex, that people won't understand them, that they need to simplify their message. But what they actually need is permission to be whole.
The world's problems are too complex to be solved by specialists working in silos. Climate change isn't just an environmental problem; it's economic, social, spiritual, political. Healing isn't just physical; it's emotional, energetic, relational, systemic. Transformation isn't just personal; it's collective, cultural, revolutionary.
We need whole humans with multiple gifts working together. We need Renaissance Women who can see patterns across disciplines, connect seemingly unrelated insights, bring multiple approaches to complex problems. We need people who refuse to be narrowed.
If you've been trying to squeeze yourself into a niche and it's not working, if you're multi-passionate with talents you've been told are "too much" or "too complex,"
if you have multiple gifts and you've been treating them like a problem to solve, if the internet marketing gurus make you want to throw your computer out the window...
You might be a Renaissance Woman too.
And coming back to yourself is not as far away as it might feel right now.
If you'd like to explore what your New Renaissance journey might look like, I invite you to schedule a conversation with me. Let's discover what happens when you stop trying to fit in their boxes and start speaking your soul's truth. Use this link to find a time to chat: https://calendly.com/juliastege/30-minute-connect
Connect With Julia
Comments