Today’s short and sweet session of AskLiz cuts straight to the point. That’s because we can sometimes get stuck on problems that aren’t actually problematic at all!
April Roga, whose question I’m answering, wants to attract women entrepreneurs around her mission. But not wanting anyone to feel excluded, she’s afraid to niche down in her branding.
Listen. We have to stop worrying about only targeting specific audiences, especially if we haven’t even built a solid following yet.
I say this with love, but you won’t please anyone by trying to please everyone!
So listen in on this episode because my straightforward advice on attracting your ideal superfans is very easy to implement. In fact, you won’t have to do much at all to find the right people for your brand!
And if you’d like me to answer your business question in an upcoming session, let me know what you’re dealing with at SpeakPipe.com/LizWilcox!
Enjoy!
You’ll Learn
- Why niching down outperforms going broad
- Overcoming the fear of not pleasing everyone
- Designing your brand with a target audience in mind
- The kinds of people you’ll attract by just being yourself
Resources
- Send in your online business questions at SpeakPipe.com/LizWilcox to be featured on the show and get some awesome free swag
- Subscribe to Superfans Secrets—our weekly newsletter on the strategies behind building real relationships with your audience, delivered free, straight to your inbox
- Check out our special deal at SmartPassiveIncome.com/2026 and use the code SECRET50 to join the SPI Community at 50% off your subscription for life
- Connect with me on Instagram
AL 015: How Do I Attract My Ideal Audience?
Liz Wilcox: Hey, hey, you are listening to Ask Liz, the mini episodes of the Smart Passive Income Podcast, where you literally ask Liz, hey, that’s me, anything you want really about business, lifestyle, lifestyle design, entrepreneurship, making money, saving money, creating actual smart passive income, all of that. You ask it, I answer it.
So let’s get into today’s episode.
April Roga: Hey, Liz. It’s April Roga. My husband Roy and I are creating a search engine for entrepreneurs, and the core problem we solve is for female entrepreneurs. We’re at an impasse on our marketing message. Should we lead with female entrepreneurs or just entrepreneurs? Our movement’s primarily relational, not transactional initially, which is why we’re focused on women.
We believe leading with a universal term could attract a primarily transactional person that we don’t want, but we also don’t want to explicitly exclude men who might align with our relational approach, again, initially. So Liz, how would you handle this messaging dilemma? Thank you!
Liz Wilcox: Okay, April. I really like this question because I don’t actually think that you have a dilemma at all.
If you wanna attract women, just say that. Let’s look at my membership, for example. I’ve got a nine dollar membership, and while it’s broad in that, you know, you can join it if you are a content creator talking about RVs, food, entrepreneurship, like whatever, there’s so many d- y’all, I have a nun in my membership.
She just emailed me yesterday actually, and she’s been in there for a long, long time. So I don’t… You know, I don’t discriminate or niche down, like, in the type of creator that I want inside my membership, but I niche down into, like, the phase that you’re in. And I really, really want people that are in those, like, zero to three years of business where you’re just getting off the ground, you just heard about online entrepreneurship, you just heard about email marketing, or maybe you’ve started to make some money and you realize, you know, what people like Pat Flynn and Liz Wilcox say is true and you wanna get going with your email marketing.
I do not ever talk about– I don’t even ever talk about people that make six figures. Like, “If you’re making six figures, come over here.” But I actually have a nine-figure business owner in my membership. I do not talk to him. My sales page doesn’t say anything to him. My emails, the templates, the, the content inside the membership, I don’t talk to that nine-figure business owner.
Shout out, Damon, okay? Because I, I know that I can’t talk to everyone and actually land on someone. And I say this with so much love, I really, really do. You know, we’ve got to stop worrying about what folks we’re gonna exclude if we say this is for ABC person when we haven’t even found ABC person in the first place, right?
So April is saying… And again, this is no shade, but she’s saying, you know, “We wanna attract female entrepreneurs because it’s relational, and that seems to be the vibe with women entrepreneurs, but we don’t want to exclude men who have that vibe too.” Guess what? The men will come anyway. They will for sure come anyway.
And honestly, depends on whose face you’re putting on this, right? Like, let’s look at Smart Passive Income and LizWilcox.com, right? LizWilcox.com, the face of that brand has been a woman for the last 10 years, right? And so I just naturally attract other women. The face of Smart Passive Income up until now has been a man.
Pat naturally attracted men to the audience. So if we look at LizWilcox.com, that audience is like 60% to 75% women, but that’s only because I very actively went out and looked for men. Like, you know, hanging out with Pat, trying to get on his podcast, getting into his SPI community, I started finding a lot more men in my community, right?
Why? Because Pat’s a man. And I hate to be so binary, but this is just the pattern that I’ve seen in business. And so if April, she says she’s doing it with her husband, if they put, like, on their branding, on their site, in their search engine, if they put both of them, they will probably just naturally attract a couple that looks like them.
If they put April in the forefront, they’re probably gonna attract people that look like April. If they put April’s husband, they would probably attract people that look like April’s husband. And if they just put, let’s say, a 40-year-old person of color, nonbinary person as the, as their brand, they would probably just attract that type of person.
So that’s just the pattern that I’ve seen. So again, I don’t think you have too much of a dilemma, just say who you want to attract and make the branding attractive to that person. Okay, this one is really, really super short. I’m gonna end it. This is my advice. I hope that was helpful, and good luck with your search engine, Miss April.
