Every spiritual entrepreneur hits this wall.
You’re a tarot reader, an astrologer, a healer — maybe all three.
But when someone asks “who is this for?” you hesitate.
Because the honest answer feels like: everyone who needs it.
And that answer, as true as it feels, is quietly the thing holding your business back.
Skip to Dream Customer exercise or continue reading to learn more.
The counterintuitive truth about specificity
The more specific you are, the more people feel like you’re speaking directly to them.
Not fewer people. More.
When your message is built for one real person, it carries a frequency that generic content never can.
She reads your bio and thinks: she’s talking to me.
That feeling — that recognition — is what turns a stranger into a first client.
Specificity is the fastest path to attracting the clients who already want what you have.
Let’s step into the business side for a moment
In 1981, researchers studying what made advertising work found one clear answer: relevance.
A McKinsey study found that businesses using personalized, targeted messaging see 10–15% more revenue — not from reaching more people, but from reaching the right people at the right moment.
Timing and relevance aren’t marketing tricks.
They are the mechanism.
The doll with a passion…
In 2001, the U.S. was in a recession and Barbie had dominated toy shelves for 40 years.
Nobody saw Bratz coming.
They launched with no enormous budget and no guarantee — just a very specific girl in mind: multicultural, fashion-forward, a little edgy, done with pink perfection.
Within two years, Bratz held 40% of the fashion doll market.
By 2006, they had taken nearly a third of Barbie’s total share — something no toy had ever done.
All of that from choosing a very specific person over everyone.
Why spiritual business owners resist this
The fear: get specific and you’ll turn people away.
But here’s what actually happens when you’re vague — you become forgettable.
Think about the difference between a reader who advertises tarot, oracle, mediumship, channeling, energy work, and astrology… and the reader who is simply the tarot person.
The tarot person gets recommended even by people who don’t want a tarot reading.
Her name comes up at dinner parties.
Her link gets forwarded.
People say “I know someone” — and that someone is her.
When you try to serve everyone, you give people nothing specific enough to remember.
Specificity is just 2-way manifestation for your business
You already know this principle.
You use it in other areas of your life.
Vague intentions produce vague results.
There’s a story about a man who missed his train after a concert on a freezing night.
He stood on the side of the road and prayed for any car to stop — and none did.
Then he remembered what he’d learned about prayer: be exact.
So he prayed for a white truck that smelled like cigarettes — a comfort smell from his childhood — and named every detail out loud into the cold.
A little while later, a white truck pulled over.
The driver rolled down the window.
The cab smelled like cigarettes.
That warmth.
That of course feeling.
That sense of being heard at exactly the right frequency.
That is the effect you are capable of having on your dream client.
How to find your niche without shrinking
Your niche isn’t a box — it’s a frequency.
Think of one or two people you’ve already worked with who felt like the most natural, joyful fit.
The ones who got it immediately.
Who valued what you offered.
Who you actually wanted to help.
Start there, and go deeper than demographics.
Ask yourself:
- How does your dream customer feel about their spiritual practice — private and personal, or proud and public?
- What does their day look like? Are they already building something, or dreaming of leaving a job?
- What do they want more than anything — and what’s the feeling underneath that want?
- What are they afraid of? Being too much, not enough, getting it wrong, being seen?
- What have they already tried — courses, coaches, programs — that almost worked but didn’t?
- Why now? What is unique about their lifestyle or outlook that could have never happened at any other time in history?
The answers build a person, not a demographic.
And when you write to a real person, your mission gets magnetic.
The bottom line
Your niche strengthens your platform.
The right person finds you, feels found, and tells everyone she knows.
That is how a spiritually based business grows — not through volume, but through resonance.
Be specific. Be shared. Be known.
If you’re reading this and recognizing yourself—but still aren’t sure how to translate it into a clear niche—you don’t have to figure it out alone.
This is exactly what I help with on consultation calls: defining your dream client in a way that actually attracts them, and gives you a direction you can move forward with.
Let’s talk and we’ll map it out together.
