Get Clear on Your Business Niche and Tagline: Q&A with Stefanie Gass

Hey Friend!

I’m coaching my students inside my student community regarding fixing their tagline, getting clear on their niche, and answering any other questions they have such as fewer downloads and business legal names.  I hope my answers to their questions help you, too.

Writing Your TSO (Tactical Specific Outcome) Statement

Question:  Monica asks for help writing her TSO Statement for her podcast called Parenting Anxious Teens.   The TSO statement options Monica is thinking through are:

1) Practical steps to partner with your teen as they navigate anxiety,

2) Strategies to strengthen your relationship while eliminating teen anxiety, and

3) Partnering with parents to understand and overcome teen anxiety.

Stef’s Answer:  When you have a clear podcast title like Parenting Anxious Teens, you can play around more with the TSO statement.  It doesn’t have to be clear or repetitive since there is so much gold in the title.   We know exactly who this podcast is for; it’s for parents who need help parenting anxious teens. 

Remember that a TSO (Tactical Specific Outcome) is one that you include as a tagline on art or your website. Here are a few key rules for your TSO Statement:

1. Remove “and” or filler words such as “partnering with.” Avoid stacking these filler words on top of each other such as “struggling, overwhelmed, busy mom.”
2. Keep your TSO statement to ten words or less. 
3. Avoid repeating yourself inside your TSO Statement.  For example, there is no need to repeat “parenting anxious teens” inside your TSO Statement since it is already in your title.  Find a different way to say this or provide the how in the TSO Statement.

My suggestion for Monica’s TSO Statement is “Strategies to support your struggling teens.”  This is a simple TSO to start with that speaks to her niche.

Remember that your TSO Statement will change as you have your podcast live and gather more data about your niche.  You will tweak your TSO Statement when you get inside Podcast to Profit Mastermind. 

Want fantastic training on writing your TSO (Tactical Specific Outcome) Statement?  Enjoy my live training inside my student community called Get Clear and Niche Down on What Your Podcast Tagline & Business Promise Should Be.

Naming Your Business, Coaching, and Courses

Question:  Bethany asks this question about her podcast called Wife on the Rocks: “When I sell my coaching or course, will I have the ability to bill under any name I want?  I’m struggling with a question for the future, but it will affect how I structure or name things now.  When I go to monetize and sell, I will need that to be done in a way that is discrete for my avatar.”

Stef’s Answer: When you build your company, you will create an LLC, and the name of your LLC or S Corp can be whatever you want.  For example:  XYZ, LLC.  From a business name perspective, the name does not matter.

Of course, get advice from an attorney and tax advisor, but from my knowledge, you can name your LLC whatever you want.  Then link this LLC to your website, podcast title, and course.  The LLC will cover your business.  All billing, invoicing, and bank statements will have your LLC name on them.  Put payment through under your company name.

Thinking it’s Time to Rebrand?

Question:  Lisa is questioning whether she should rebrand.  She has expanded from just working with women who have been betrayed to couples.  It has been extremely successful.  Should she rebrand to include couples or should she stay the same?

Stef’s Answer:  My first thought for Lisa was to add “couples” to the TSO statement. But then when I went to your podcast and read the TSO Statement, looked at your About page, and got your vibe, I changed my mind.  I feel it is working so well to attract the wife who then brings the husband.  This is my assumption. You can tell me if I am wrong.  You are maybe getting 1-2% of husbands who find the show, but if it is the case that the wife is finding the show and then bringing her husband in, that’s your niche. I don’t want you to change anything because it is working. I want you to leave it alone. 

What I do want you to do is to create a bit more content around couples.  Create one out of four episodes using the word couple or spouse. Let them know they are welcome here.  A few examples are: “If you are a husband and wife who want to walk through this together, listen to this episode.” or “3 steps for couples who are overcoming betrayal together.”

Use that in your content strategy, but don’t change your brand for one person.

Fewer Downloads Concerning You?

Question:  Rosie wonders if she should change her tagline to better attract her niche.  Her current tagline is, “Learn to hear from God daily and grow closer to Him” for her podcast called Her Intentional Bible Study. Rosie is concerned that her downloads have gone down since she last changed her tagline. 

Stef’s Answer: Here is a podcast with a clear title, Her Intentional Bible Study.  Rosie, when did your downloads start decreasing because you have been podcasting for a long time?  I think that you were affected by the latest ISO 17 Update.  If you notice fewer downloads between January to March, it is just a re-calibration based on the ISO 17 update.

If you have been podcasting before January 2024, listen to Is IOS 17 Causing Podcast Downloads to Tank? (YEP!) Everything You Need To Know!  I share why this update is good for us and how these changes can provide new metrics to give podcasters true analytics and data.

Adjusting Your TSO (Tactical Specific Outcome) Statement

Question:  Rosie asks further if she should adjust her TSO Statement to include learning styles since that is what her audience wanted help with. 

Stef’s Answer: I understand where Rosie is coming from, but when we look at a TSO statement, our goal is to be super clear.  Your TSO Statement should answer, “Why am I here and why do I care?  What does it have to do with me?”

If your TSO Statement said, “Use your best learning style to understand the Bible,” that’s confusing.  They don’t know what that means.  They don’t even think they need that.  This is you being so in tune with your listener and your niche.  What your audience wants is to hear from God and grow closer to Him.  You are right on with your current TSO Statement for your niche. 

What I do like that you’re doing is digging back through the market research to figure out how else they said it, the reason they are not hearing from God, and the reason they don’t get anything out of their Bible reading.  That’s content. So I would love for you to have some podcast episodes around learning styles, the best Bible version for them, tips on audibly listening to scripture, and being a visual learner who struggles to understand the Bible.  That’s all content, not your TSO Statement.

Talking about the Same Topic Too Much?

Question:  KyAnn has a podcast named Simple Rhythms for Busy Moms.  She asks if she should worry about talking about the same topic too much.  She says, “There are some topics I talked about multiple times in the last three weeks of starting.  I’m worried that I’m over-talking about the same things.  These are pillars of what I do.  I talk about them in different ways.”

Stef’s Answer:  Friends, I have 749 podcast episodes.  Guess how many of them are about podcasting, starting a podcast, growing a podcast?  Probably half.  Guess how many are about niche, getting clear, clarity, and getting unstuck?  Twenty percent and the rest are about growing your business and glorifying God with your business.   It is the same or something that supports those pillars of my brand over and over again.

Break your one content piece apart in a hundred different ways and talk about it.

The reason I want you to get over the fear of talking about the same thing over and over again is because your podcast is not for someone who is already your student or client.  My podcast is not for someone who already says, “Stef is my person.”  It is for the person who has not yet decided that my courses will get her where she needs to go. 

The podcast is to help those people get over their excuses and fears and to give them the tools and the how-to they need.  Once they get over into Podcast to Profit, they are working with me, and they are in the solution, the course that will get them to where they want to go.  I want to continually funnel people through the podcast into my courses.

Recommending QuickBooks?

Question:  Heather asked, “I’ve heard you recommend QuickBooks.  Do you still recommend Quickbooks to attract clients and course sales?”

Stef’s Answer:  Quickbooks is a bookkeeping software.  If you do your bookkeeping, I recommend using Quickbooks.  I began using Quickbooks, but now have bookkeepers and accountants doing that for me.   I also track all of my sales revenue through Thrivecart.

*This post contains affiliate links. This means that I get a small percentage of sales at no additional cost to you.

Considering a New Podcast Title?

Question:  Jen asks, Do you think I should keep the podcast title Declare Victory? 

Stef’s Answer:  It depends on what that means, Jen, and how clear your TSO Statement is.  It’s a little vague for me.  If you keep this title, you must be super clear in your TSO Statement to attract your niche.  Declare victory over what?  What does this mean?  Be super clear.

Wanting to Keep Your Identity Private?

Question:  Bethany wonders, “Do I need my name or face on my brand?  Can I be their person but keep my identity private?”  

Stef’s Answer:  Yes, Bethany, you can keep your identity private.  I wonder why you would like to keep your identity private.  I hope that eventually, you will be able to add your name and face to your brand unless it is a safety issue.  People want to put a face to someone they are buying from.

If you are considering keeping your identity private because you don’t have branding photos, then let’s get those branding photos done.

Was this Q&A Helpful?

If you’re ready to be part of the Stef Gass community and get coaching like this with me every single month, come on over to Clarify Your Calling and Podcast Pro University where I’ll help you get clear on your niche so that you can grow a business that feels aligned with your purpose and make money online to provide for you and your family and the kingdom.

If you want to get group coaching with me where you get to come on private Zoom calls, unmute, and have my time which is the only place that I coach now, come into Podcast to Profit Mastermind.   You can apply if you are a podcaster or soon-to-be podcaster, if you want to monetize your podcast, build a course, have a clear marketing funnel, repurpose your content on Pinterest or a blog, or learn how to scale your show so that it will be income producing in the future.

I pray this blesses you!

Xo,

Stef

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