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The dumbest niche line I ever used 🤦‍♂️

Shrink yourself or own your authority... your call

Author

Stephen Stanberry
September 11th, 2025

In partnership with

friend, back when I first started ghostwriting…

I thought I was being smart.
I kept hearing the same advice everywhere.

“Niche down.”

So, I did.

And I told people…
“I help online coaches with content.”

Sounded focused.
Sounded safe.

But guess what happened?

I blended in with every other ghostwriter chasing the same clients.
Nothing made me different.
The work felt random.

It was like I had put myself in a tiny box and then locked the lid.

Now… here’s the kicker.

That’s when I realized there’s a BIG difference between niching down and niching correctly.

Niching down = picking the smallest box possible.
Niching correctly = saying EXACTLY who you help and when you help them.

Want examples? Cool.

Instead of “I help with marketing”…
Say: “I help coaches with product market fit scale to $100K months.”

Instead of “I do consulting”…
Say: “I help bootstrapped founders grow without outside capital.”

Instead of “I help businesses”…
Say: “I help founders who’ve hit their first million build the systems for their next nine.”

See the difference?

One version makes you sound like everyone else.
The other makes you the obvious choice.

So here’s the move.
Audit your niche line.
If it sounds safe and generic… rewrite it.
Get specific.
Call your people out by stage, problem, or path.

Because when you niche down blindly, you shrink yourself.
But when you niche correctly, you expand your authority.

Talk soon,
Stephen

P.S. Be honest… are you niched down, or niched correctly? Reply and tell me.

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