How do I shift markets to sell to someone who is not already on my email list?

If you're shifting markets, you don’t need to overhaul your entire business. Instead, focus on strategically attracting the right audience for your new offer.

Start by creating content that directly speaks to your new Ideal Customer Avatar (ICA) — this ensures that when you’re ready to sell, your audience is aligned with your course. One way to do this is by developing a specific resource, blog post, or podcast episode that addresses a key challenge or topic your new ICA is searching for. This positions you as a trusted authority and makes it easier for them to discover you.

It can feel daunting to narrow your focus, but remember: the riches are in the niches! If you’re speaking to a broad, generalized audience, your message won’t connect deeply enough to convert them into buyers. By getting crystal clear on who you’re serving and what they truly need, you’ll start attracting the right people — those who are eager and ready to invest in your course.

If you’re unsure about your ICA, revisit the foundational work you’ve done to define your niche and audience needs. The more specific you can be, the more effective your marketing and messaging will become.