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

Hey Friend!

Are you thinking about starting a podcast? Do you have an idea but are unsure how to flesh it out? Or, maybe, you’re struggling to find your niche. You’ve come to the right place!

I dive into all this and more with my students in my Podcast to Profit classes. We talk about writing taglines, TSO statements, getting clear on their niche, and so much more. I’m sharing some of the questions I’ve received in hopes that my answers will help you.

And if you’re unsure, check out my Profitable Podcast Bootcamp. It’s a great first step to see if Podcast to Profit is right for you.

Writing A TSO Statement That Speaks to Your Niche

Question: Monica hosts a podcast called Parenting Anxious Teens, and she asked for help writing her tactical specific outcome (TSO) statement. Monica is thinking through these options:

• Practical steps to partner with your teen as they navigate anxiety.
• Strategies to strengthen your relationship while eliminating teen anxiety.
• Partnering with parents to understand and overcome teen anxiety.

Stef’s Answer: With a clear podcast title like Parenting Anxious Teens, you have some flexibility with the TSO statement. It doesn’t have to be precise or repetitive since the title has so much gold. We know exactly who this podcast is for.

I suggested “Strategies for struggling teens” as Monica’s TSO statement. It’s simple and speaks to her niche.

Remember that your TSO Statement will be a tagline on your art or website. It will also change when your podcast goes live, and you learn more about your niche.

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.

Naming Your Business, Coaching, and Courses to Fit Your Niche

Question: Bethany asks this question about her Wife on the Rocks podcast: “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 monetize and sell, I will need that done discretely 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. Put payment through under your company name.

Rebrand or New Niche?

Question: Lisa is questioning whether she should rebrand. She has expanded from working exclusively with women who have been betrayed to couples. It has been highly 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 I changed my mind after looking through her website. I read her TSO statement on the “About” page and got a feel for the niche she speaks to.

It works so well to attract the wife, who brings the husband. This is my assumption. You may get a small percentage of husbands who find the show, but if the wife finds the show and then brings in her husband, that’s the niche.

My suggestion for Lisa was to create more content around couples. Create one out of four episodes using “couple” or “spouse.” Let them know they’re welcome and that there is a place for them.

A couple of examples could be:

• “If you are a husband and wife who want to walk through this together, listen to this episode.”
• “3 steps for couples overcoming betrayal together.”

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

Does Your Tagline Attract Your Niche?

Question: Rosie wonders if she should change her tagline to better attract her niche. Rosie’s podcast, Her International Bible Study, uses the tagline: “Learn to hear from God daily and grow closer to Him.” She is concerned that her downloads have decreased since she changed her tagline. 

Stef’s Answer: Rosie’s podcast has a clear title, Her Intentional Bible Study, and she’s been podcasting for a long time. I’d suggest looking at when downloads decreased. In early 2024, Apple released an update to iOS 17, which caused some problems, specifically with podcasts.

If you started a podcast before January 2024 and noticed fewer downloads between January and March, there is a solution!

Your Niche Doesn’t Mind if You Talk About The Same Topic

Question:  KyAnn has a podcast named Simple Rhythms for Busy Moms. She asks if she should worry about discussing the same topic too much. She says, “There are some topics I talked about multiple times in the last three weeks. 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 finding your niche, getting clear, or getting unstuck? 20%

And the rest are about growing your business and glorifying God. It is something that repeatedly supports those pillars of my brand. Break your one content piece apart in a hundred different ways and talk about it.

I want you to overcome the fear of repeatedly discussing the same thing because your podcast is not for someone 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 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 give them the tools and the how-to they need. Once they get over into Podcast to Profit, they are working with me and are in the solution, the course that will get them to where they want to go. I want to funnel people through the podcast into my courses continually.

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 month, come over to Clarify Your Calling and Podcast Pro University. I’ll help you get clear on your niche to grow a business aligned with your purpose and make money online to provide for you, 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!

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