Four minutes from a call with a new agency owner who was stuck picking a niche. Yousif Alias talks about ignoring shiny objects, why beginners shouldn't niche down yet, why most of what you see online is built to keep you watching, why the best tools mean nothing if you can't use them, and why switching teams every few months keeps you at the starting line.
The short version
- 1. Go for what makes money. Yousif doesn't chase the next big thing because it's popular.
- 2. Don't niche down on day one. Help as many people as you can, get skin in the game, then pick a lane.
- 3. Online advice is made for watch time. What people post and what actually happens in a business are two different things.
- 4. A Ferrari is useless if you can't drive. Everybody has the same tools. What you do with them decides the result.
- 5. Lock in with one team. Every time you jump to someone new, you start over.
Shiny objects
Yousif calls himself a veteran in this space, and he says new things get thrown in his face all the time. He doesn't switch what he does because something is popular this month. He goes for what makes money.
When you're starting, don't niche down
The agency owner on the call said his hardest problem was getting clients, and that the niche he picked wasn't working. Yousif's answer: when you're new, don't niche down at all. If you decide to work only with dentists and you've never worked with a dentist, you have nothing to stand on. Help as many people as possible, get some income and some experience, and narrow it down later.
He has a theory about why everyone online keeps saying "niche down." The people saying it don't want you going after their customers.
What you see online is made to keep you watching
Most marketing content is posted so you stay and watch. Very little of it shows you what's actually happening inside a business. Yousif says the gap between what people pick up on social media and what gets talked about on his webinars and inside his community is huge.
His rule for the work itself is simple. Do marketing that actually works for people and they keep paying you. Sell something that makes money for both of you over the long term, and skip the marketing fluff.
A Ferrari you can't drive
Owning software by itself is like owning a Ferrari without knowing how to drive. Someone who can drive it wins races. If you don't know how to structure your ad campaigns and workflows, the software doesn't do much for you. Yousif admits he still runs into this himself, years in, and leans on his team and on AI to keep up. Everybody has access to the same tools. What you do with them is what makes the difference.
Two things
At the end of the day, Yousif says a business comes down to how many contacts you have, what you're doing to reach them, and what you're selling them. If you don't have leads, you don't have much going on. He puts it plainly. You need a list, you need to nurture it, and you need to sell and close.
Pick your people and stay
The agency owner was trying to cut down the number of people he works with. Yousif told him the biggest mistake is jumping from one thing to the next, because you start over every time. He went through the same thing working with different ad guys, until he found the people he wanted to lock in with and build something.
This episode covers why Yousif thinks this way. How he builds the list, the follow up and the offers is the part he walks through with members inside Freedom Club.
Full episode transcript
00:00I'm a veteran in this space. And I get a lot of shiny objects thrown in my face all the time. I don't switch what I do. I don't go for the next big thing just because it's, you know, popular. I go for what makes money. I think my hardest problem has been actually getting clients to a certain point. So that was one of my problems to really find the right niche market to really target. I mean, because I have a set of niche market I was planning on wanting to, would like to target and somehow not really working out right. Okay. Well, when you're starting, I don't think you should niche down at all.
00:41If you're starting, you know, like, get your feet wet with anybody you can get experience with because you're going to niche down to like what dentist. And you've never worked with a dentist before. So it's like, yeah. Just help as many people as possible. get some skin in the game, and then you can reach down after, in my opinion. Okay. But I've never needs down. They always tell me to niche down. I just don't right. That's all I hear. Yeah. They always tell you to niche down, niche down. It's because they don't want you to get their customers. Yeah. That makes sense. They don't want you to get their customers.
01:24That's the thing. I was talking about that earlier in my webinar. I was like, the stuff you guys see online is completely different from reality. Like they just post stuff to make you retain and watch. They don't post the stuff to actually educate you what's actually happening. And so, you know, the information people are getting on social media and the information they get with us on our webinars and in the community is completely different things, you know. When you actually do good marketing for folks, like they'll keep paying you forever, you know. And that's kind of the idea. The idea is to not just sell any marketing bullshit.
02:09You know, you want to sell something that's actually working and making both of you guys money for the long term. it's like having a Ferrari, but not knowing how to drive. You know what I mean? Yeah. That's so true. So it's like, it's, it's useless. So if you know how to drive, if you actually know how to drive a Ferrari, you can win races, you can make millions of dollars. So that's the same thing. You know, if you don't know how to use it, you don't know how to structure your ad campaigns, your workflows, And it's still to this day, I'm still struggling and my team is helping me and AI is helping me.
02:46So I completely understand where you're coming from. You know, if you're a little confused or a lot confused, I completely understand. it's not about the features they have, knowing what to do with the features. Cause everybody has the same resources. Everybody has the same tools, but it's what you do with it is what actually makes a difference. The main thing, look at the end of the day, your business comes down to two things. How many contacts you have, right? You know, and what are you doing to contact these contacts? And what are you selling to them? That's what, that's all, that's all there is to it.
03:25If you don't have contacts, if you don't have leads, then it's just like, what do you got going on? You know? What they don't tell you is you need a list. You need a nurture. You need to sell. You need to close, Just stick with one lock in with that one team or one person. You know what I mean? Cause the biggest mistake you can do is jumping around from one thing to another. Cause you're starting every time. I mean, it just depends, you know, it depends on who you want to work with. You know, you go have a group of guys, same thing happened with me.
03:57I've worked with a lot of guys that do ads and stuff, but at some point you'll find your people. You're like, Hey, let's, let's lock in, let's work together and let's make something happen. The it's not good to keep changing people cause you're starting all over. That's the biggest mistake.
