TikTok, YouTube, Facebook, Instagram. These words are enough to strike fear in the heart of any established business owner over 35. But there’s good news for entrepreneurs overwhelmed by social trends in digital media: nobody has to be an expert in every platform, change their business model, or hire a marketing intern. But this doesn’t mean their work is done.

Entrepreneurs have already conquered the enormous challenge of building a successful company or small business. Now, Skyler Irvine wants to help them find their niche and own it. In Niche, Please!, Skyler shows readers how to adapt their marketing strategy, meaningfully connect with their customers, and focus on the platform that drives results. I recently caught up with Skyler to learn what inspired him to write the book and his favorite idea in it.

Published with permission from the author.

What happened that made you decide to write the book? What was the exact moment when you realized these ideas needed to get out there?

I have known for quite some time these ideas need to get out there because they are ideas I have been discussing with small business owners, entrepreneurs, and content creators, for years. The easiest way to create content around your business is to take the questions your clients and customers ask you, and then answer them. If one person has a question, there is a good chance others do as well. But when nearly everyone you talk to has the same questions, then that really tells you something.

I wanted to write this book for a number of reasons. But a big reason was that I wanted to challenge myself to create a template that wouldn’t be obsolete in a few months. Social media and technology are advancing so rapidly, that any book discussing these topics in real-time feels outdated pretty quickly. So in addition to providing social media strategies for you today, I also wanted to ‘future-proof’ these strategies for you by exploring the past. Once you understand the basics of attention, and that all marketing is just simply trying to get your audience’s attention, then the rapidly changing social media landscape doesn’t seem so scary anymore. To me, this is extremely exciting!

What’s your favorite specific, actionable idea in the book?

I mean, it’s in the title. “Niche, Please!” A common question I get asked a lot is, “Ok, but what do I post?” The answer is: “Niche, Please!”

If you are someone who struggles with this, it’s most often because you haven’t given yourself enough constraint. If you can post anything, about anything, at any time, then it can be difficult for you to decide “what to post”. But if you are a real estate agent in Phoenix Arizona, who loves food and the Phoenix Suns, then it starts to get a little more clear for you. Stick to these categories for yourself. Authenticity is an over-used buzzword, but the hack is that your authentic self comes out when you talk about the things you really love. This attracts others who love those things as well. Trust me, business gets more fun when your customers and clients are people you enjoy.

Constraint breeds creativity, so any time you are feeling stuck just tell yourself “Niche, Please!”

Published with permission from the author.

What’s a story of how you’ve applied this lesson in your own life? What has this lesson done for you?

Most of my success in life has come from following this lesson. And nearly all of my failures have come from not following it. Honestly, in business and in life. I love starting new projects. I inherently take on way more responsibilities than one person should. This has been a superpower for me at times, but it’s always been the cause of a lot of stress, anxiety, and pain.

However, knowing that every time I say “no” to something I like, it helps me finish something I love, it gets much easier to stay on the right path. Stretching yourself too thin will only ever lead to disaster.