TGP #55 How To Build A Profitable Digital Coaching Business With Siddharth Rajsekar

What are some of the basic skills you need to build a profitable digital coaching business? Siddharth Rajsekar, the founder of Internet Lifestyle Hub, talks with Aaron Civitarese about the skills of learning and creation. The best way to learn is to teach. You’ll feel more inspired when you gain knowledge not only for yourself but also for others. Creation has many subsets under it. Do you want to create videos, podcasts, or strategies? Building a profitable digital coaching business requires practicing several skills with the right mindset. Join in the conversation to learn more.

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How To Build A Profitable Digital Coaching Business With Siddharth Rajsekar

I’m here with my guest, Siddharth Rajsekar. We are going to talk about something that’s awesome, internet businesses. He’s the Founder of Internet Lifestyle Hub. It’s an amazing community, helping hundreds of thousands of people. He’s on a mission to help a million people change their life and grow internet businesses. Sidds, welcome to the show. It’s a pleasure to have you here.

It’s great to be here, Aaron. Thank you for inviting me.

I’m super excited to chat with you for a number of reasons but before we get into this, tell us a little bit about yourself. Where are you from? A little bit about your background. I always like to know a little bit about people. Give us some goods.

My story is an Alice in Wonderland story. I never thought I would be what I’m doing now. I failed my twelfth grade. I scored 28% in my Math board exams, and I never made it. I don’t have a degree next to my name now. I’m not a graduate. I never finished college. I dropped out of college when I was eighteen. I went with the music industry. I have been playing the keyboard since the age of ten. I did a course in sound engineering when I was eighteen years old. It was a one-year diploma course, and gotten to that industry. I was in the music industry for three years. I used to be a DJ. I used to play in different clubs. I used to make electronic music. I did that for a good three years, and I should teach.

I was like a nineteen-year-old kid teaching people twice my age how to use mixers and make music. Interestingly, a company in Dubai called me. After three years of teaching music production, I’ve got into making ringtones for mobile phones, if you remember those days. The polyphonic ringtones, the midi stuff. I did that for a good three years, made music for games. I understood a lot about consumers, psychology, managing App Store. In the initial days of the App Store, when it was being launched in the CDMA Networks in India, I was the guy doing the testing on all these mobile phones, from the basic Nokia phones to the Moto RAZR, which was like the biggest phone in those days.

Long story short, from the mobile industry, I lost my job in 2011, then I’ve got into digital. My wife and I got married in 2018. She’s a singer. She was in the Indian Idol finalist in 2006. We sat at home and recorded a twelve-song album from our bedroom studio. We independently launched it online. I did the basic stuff, internet marketing. At that point, I might not realize what it was. I set up a simple website, gave away a free song, and started to promote the album. Nine months before the launch of the album, I had an email list of 5,000 people.

When I launched the album, 800 people bought them for $10 each. That were my first days of internet marketing success without having any experience. None of that stuff. I was still in my job at that point in time. When I lost my job in 2011, I realized, “This internet marketing thing is something I want to get into.” I had to pawn my wife’s gold jewelry to start my business. I invested in my learning. The last, I would say, many years has been a roller coaster journey.

I ran a digital marketing agency with 35 employees. In the last couple of years, I started to move away from a services business into a product-based business, which is what I do know, which is more a community-based business model that I wanted more free time for myself. That’s what I have been doing. I never knew that I would be doing what I’m doing now.

You never know what life is going to take you to you, do you? That’s amazing. Back when you were selling your wife’s album, then you had a click, “I can do this. There’s this whole other world here,” what did people around you, maybe family, friends or people that looked at you like, “What’s he doing?” I’m sure there was a lot of doubt and negative beliefs and things around going that way, especially that was a long time ago. Now, it’s more common but this was years ago. How was that experience?

I have had that experience of, “What’s this guy doing?” Even before that, when I flunked my twelfth, I was going to do my sound engineering. A lot of people, even in my family, all are educated. They have a big degree next to their name. They are like, “What’s this guy up to?” I have to thank my parents because my mom and dad said, “You love what you are doing. Follow your heart.” That helped me push through. When I was selling the music album, and I was setting up the website and the marketing thing, it was only getting started, a lot of people were thinking because most of my sound engineering friends were doing the regular things of the CDs, the record labels and that whole drill.

I was self-publishing at that point in time. I was still working in the job doing the work for the ringtones and the music and stuff. There were reviews even within my family like, “What’s this thing that you are doing? Stay focused. You have a good job. Why are you trying to do these different things?” Since the album came out, both of us sang together. We placed some old Vedic chants and put that into modern music. It’s like a fusion album. We’ve got some good responses within our close friends for the music but on the way we were promoting it, there were different views. We had to experiment.

We are building on a daily basis. My wife and I were talking like, “Let’s see what happens when we launch.” Luckily, when we launched, we’ve got a good response. A few songs from that album on YouTube have also crossed over a million views. Even now, people are listening to it. It’s part of the journey of being ridiculed. The best part is the same people who would tell you that maybe that’s not the right thing to do out of love, they are the same people who applaud you when you become successful, saying that, “I know that you will do that.” That’s what happened.

I hear that a lot from people. Interesting, isn’t it? When you decided to go all-in on the internet and do your business this way, you were doing services at the beginning in agencies and things. What was the big vision? What were you trying to create for yourself? What were you trying to accomplish as a man at that time? What was the big goal?

Three months before I had started up in the agency, I was tarnished as a man because I had lost my job. We had a lot of financial issues in the family. I had $10 to $20 in my bank account. I would borrow money. I had to put my wife’s gold. In India, when we get married, I know you attended a wedding in India, you get gold, jewelry, and stuff. That is the only thing that I had. That was not too big. It is not like a big fat Indian wedding. We were only a middle-class family. With what my wife had, I had to put that to reeducate myself. I was in a very low state, personally and emotionally as a man.

I had to prove to myself and my wife that I was worthy enough to be her husband. She was three months pregnant. My first child was on the way. Those 3 to 6 months, I should say, were one of the most intense moments of my life because it was a make it or break it situation. When I started off into entrepreneurship, I knew it was a different mindset because I was from a geeky sound engineer to an employee checking in, checking out, coming back home, and being happy now I need to start building things. I realized that entrepreneurship is a different thing altogether. It’s a different journey and mindset. I started to attend a lot of training programs. All that money that I pawned with the gold jewelry, I was investing in seminars.

I attended the Millionaire Mind Intensive by T Harv Eker and invested in Brian Tracy, Jim Rohn. Many different programs started to feed my mind with things. The evolution started at that point. To answer your question, the vision was to be independent and not to depend on anyone for anything because after putting eight years of work in the corporate world, even though I came from the creative industry, I moved up.

Invest in your learning.

I grew up on the corporate ladder but it was one day, the boss said, “This vertical does not exist. Sorry, I’ve got to let you go.” That’s when I realized I had to take control over my life. I cannot depend on anything. Thanks to my family’s support, my cousin and I, set up this agency. We grew it for a few years. The initial vision was independence. I wanted to build something of my own where I had more control over.

Independence and freedom. We can get into that later but that builds on itself. It starts turning into fulfillment in these types of things. You touched on something there very close to my heart. Not to make this about me but that’s similar to what I went through. I was in a position where I felt completely down and unworthy of anything because I had lost everything that we had been working for a decade. I lost all my investments and my consulting contracts. It all went to zero. I remember breaking down, crying, and telling my wife, “I’m a failure. This is ridiculous. I can’t believe I’ve got us here. What are we doing?” When you are backed into a corner, and you find your back against the wall, and it’s the whole make it or break it, humans thrive under pressure. That’s when you perform. I did my most potent work over the next six months.

I did my most potent work then. From that, I launched what I’m doing now, which I’m doing well at it. I’m proud of myself but it all came because of that moment when I took 100% responsibility and looked at myself in the mirror and said, “You’ve got to keep going. It all starts here. You are responsible for it. No one is going to save you.” From that moment forward, I went straight up from there. We had a similar experience at some point.

You mentioned a lot about personal development and inner work. It’s a never-ending journey, and we are always growing, and we love personal development. You mentioned the giants that we all know and love. Tell us a little bit about your personal development journey a little bit in the earlier years. Maybe some of our audience who are maybe switching on to Tony Robbins now. In the early years when you are awakening to, “This whole personal development space, Think and Grow Rich is a book. I should read it.” Think back to who you were then. What would you tell your younger self about the personal development journey?

The initial influences, for me, was Robert Kiyosaki, Rich Dad Poor Dad. That is the starting point. I was still in my sound engineering days. I was still studying at that point. My uncle gave me this book. I was reading it when I was still studying at that point in time. It opened up the whole cashflow quadrant so visibly. It got into my head. Even though I worked, later on, I was always thinking, “I have to build my own business.” Even the concepts of building a business that can run without you and slowly moving into the investor quadrant, that is where freedom is. That idea had been planted much earlier on.

If I had to tell myself, I would probably do the same plot. First, understand the concept of what it takes to build a business or where does freedom come from. Are you trading your time for money or are you making the money work for you? Those concepts are so important, which is the total opposite of the education system because the education system makes you employable. It does not make a thing for yourself. That was a good starting point. The Think and Grow Rich and The Secret Revolution, watching that movie and the Law of Attraction, and so many other things that kept coming by.

The point where everything integrated for me was the Millionaire Mind Intensive that I went to that four-day program by T Harv Eker. I went all through. In fact, I bought all the programs after that when I did not have the money. I went through the Millionaire Mind Intensive, and they’ve got this whole funnel of going all the way to a $13,000 product for a four-day retreat, and I invested. I swiped my card and bought that. That program was called Making the Stage with four of, I would say, the legendary trainers. Blair Singer, who’s Rich Dad’s advisor and sales advisor. He’s a leader of leaders. He catered to so many people who speak on stages.

We had Larry Gilman, Zoltan, and Marcus. I went through that entire five-day journey where I was ripped apart. I chiseled in that program much of the inner work that happened that I was looking at myself in the mirror. My version 1.0 and version 2.0, I can clearly differentiate after that event. It was a process. I was getting cooked all those years but there were a few tipping points over there. Life was never the same again. The results are not sure instantly because I was still going through that journey but all of them started to add up. Even Steve Jobs is connecting the dots backward.

That has been one of the most amazing factors of this journey. If not for personal, like all the techniques and the tools and the tactics. They are on YouTube and everywhere. The results come and able to look through and see all those cracks that are in you and being vulnerable and being open to changing yourself, and surrendering to mentors. That’s one thing which I believe in. There are so many mentors but follow one mentor and follow that system without jumping around from one thing to the other. I followed my mentor. Even in the internet space, I followed a couple of people from the US. A guy called Sam Ovens, you might have heard of, a consultant. These are the influences for me.

You are speaking my language. I’m in consulting. It’s funny, Rich Dad Poor Dad, I can’t tell you how many people reference that book as a tipping point, a turning point or a paradigm shift, myself included. I can remember the day I was sitting on a sunbed in Bali with my wife on a trip beside the pool, reading a book as I do. It happened to be Rich Dad Poor Dad. My brain exploded. I went and got all of his books, CASHFLOW Quadrant guides to investing, every book he has. I ripped through all of them in a very short amount of time. At this point, I was working a 9:00 to 5:00, by the way. I was in Singapore, working in corporate hospitality.

I was like, “I’m the worker in this quadrant. I’m in the wrong quadrant.” It all started clicking. That’s when we moved away from that and got into consulting. That began the next leg of our journey. I resonated with you. Thought leaders and people, I’m grateful that they had the courage to put themselves out there as well, even before it was “trendy and cool.” Brian Tracy goes way back. These folks were saying stuff. Napoleon Hill is a perfect example. When he was writing his books, people must have thought he was crazy. His one book I love Outwitting the Devil.

It wasn’t released for 80 years because it talked about church, the devil, God, and this stuff a little bit. It was only a metaphor. The fact that he was using those words, they closed it, and they didn’t release it because they were scared of the repercussion, politically and what would happen to his family. Imagine what was going on with him back then when he was like energy.

People must have been like, “You are out there.” I’m so happy that they did that. We are talking about mindset. Mindset is literally everything as far as I’m concerned. Talk to us a little bit about maybe some mindset hacks or some mindset techniques that are valuable for entrepreneurs, and they can essentially help them make money. That’s the end results in exchange for the value that people are willing to pay for. Mindset hacks and things that you have picked up over the years through your success.

I would like to keep it simple. I have a routine, and I have been doing the same thing for a few years more consistently. I can see that has been the compounding factor even for my growth. I have goal cards. I have written down specific goals like what I want to achieve. One which is more like twenty years down the line goal. One is a more immediate goal. I read these on a daily basis. I have written it down in present tense as I have already achieved it. It is not like an affirmation but it should remind myself on the big thing on where I want to go. That’s the first hack that I do.

The second thing is I write two pages of goals every day. What’s on the goal card is the major definite purpose even Napoleon talks about that. This is more maybe specific to like, “Where do I want to live? What I want to drive?” One side of the material is the achievements or the goals that I have, and there’s also fulfillment like giving back, my charity goals. Again, I’ve got this idea from Brian Tracy. Whenever I write goals, I don’t refer to the previous day. I like to fire those neurons and to think once more. Let it be fresh, and every day is fresh. Even though it may be the same thing but the words that come out will be unique. That’s the second hack that I would recommend.

You write your goals every single day and write it with a fresh thought process. Make it very specific. It will keep evolving and changing. The third thing is Earl Nightingale, The Strangest Secret. That’s an audio that I have been listening to every day. It’s only 30 minutes. Possibly, it is the essence of all the personal stuff out there. He’s taking the essence of Napoleon’s teachings. It’s beautiful audio. In fact, I make everyone in my tribe also listen to that every day for the first 30 days. There’s a huge transformation.

You should remind yourself where you want to go.

What happens is, with these three activities, how does it all connect to money? That’s the next question. I look at it like we are all energetic beings, and we all relate to frequency. What I observed is the more I listened to, say, Earl Nightingale, and I’m tuning in to all the other personal, relevant content, it’s like tuning into a radio frequency. I’m turning into a radio frequency where I get ideas and whispers, which I know now, and take action on my business.

It’s when you are vibrating at a frequency of, say, abundance and you are looking to serve people, and always in that mindset, you get these flashes of ideas in the small things. It may not like a big, “Do this, and it’s going to be successful,” thing. It may be a small tweak. Maybe change your website, messaging or the angle.

I’ve got tons of messages like this every time I’m listening to the audio, and I take those hints, intuitions or whatever you want to call it. You take it seriously and go and act on it as quickly as possible. That’s where the magic started to build up my business from $5,000, $10,000, $20,000, $100,000. Never in my life did I even dream that it would be possible but I saw that the routine and the habit of what led to the ideas coming in. You need to have a good work ethic. It’s not only about watching The Secret a million times. You’ve got to take action after that with whatever comes through.

These are the hacks that have worked for me. There is another deeper layer to this, which I also learned from Sam Ovens. It’s making peace with the past. There are so many things that the emotional anchors were keeping me stuck, honestly. My views about people, some emotional hurts, and situations that have happened in my past. I blessed all of that and made peace with it, and try to understand the lesson behind it. The more I wrote that down, and with gratitude, I felt there was some negative energy that was getting dissolved. It’s like anchors getting removed. It’s giving me space to create new things. It’s giving me velocity now to move forward in the business.

Essentially what you are breaking down here is the manifestation equation. Sam Ovens touches on it. I love Sam Ovens. By the way, shout out Consulting.com. Possibly the best thing I have ever seen. I love the way he thinks. It’s mind-blowing, the simplicity and everything. It’s not a plug. I’m not an affiliate. Disclaimer. Releasing emotion from a past event and turning it into wisdom, it essentially releases the tension structure from the past where you can now attach it to what you want to create in the future. You can manifest what you want to create faster. You can get it magically quick.

Again, I will reference myself. A few years ago, I was a completely different human, in debt with nothing going for me in my mind because I had gone through hell on Earth, as far as finances and all that stuff. I then switched to mentors. I moved away from the traditional world over here to mentorship, got into deep inner work, learned about this stuff. I did that.

I deeply released traumas and baggage that was there that I could always see. It was bugging me so much that I couldn’t get over it. It took my energy. When you release it, it’s like a weight is off your shoulders, and now you can go and create. It’s attention structure. You mentioned something about your goals, writing them in the present as if they already happened. This is something interesting.

I’m curious to hear your take on this. I meditate daily as you do, I’m sure. One of the meditations I like to do is its timeline jumping essentially. I’m going into my past. I’m seeing all these things that have happened, and I see what’s going on now, and I’m looking into the future. Essentially, it is being grateful for my past for the person who got me where I am now because he was the one who did it. I’m grateful for that guy. I’m satisfied with what’s happening now. It’s awesome. Life is amazing. I’m also excited about what’s going to happen and what is happening. Excuse the word but in the future.

You are looking at yourself, so you look at your past. You step into that. You hover up, go back, you drop right into it. There you are. I see myself struggling in down. I see myself reading these books and starting to meditate and learning yoga with my wife and stuff. I see that, me struggling with money and where I am now. We moved here, and we are doing this stuff. I’m finding some success, and it’s happening very fast. I see the future where I’m going. This is the trick that I didn’t realize for many meditative sessions. By the way, this is a guided meditation I go through. I didn’t catch the one word for maybe three months.

A few days, I caught a word, and it changed everything. When he said, “Now, see yourself in the present.” He says it multiple times. It didn’t mean the present now. The present is you out 10, 20 years. When your timeline jumping backward and going forwards because then you go up and down at a bunch of times, I used to think, visually in my mind, I would go, “Past, now, then, past” but now I’m going, “Past, now, then, then.” I’m going like this, whereas before I was going like that. What do you think about that?

It’s extremely powerful. What you shared is gold. You have to do it and to be in that moment. The word present is so powerful because most of us, we are either the past or the future. That state of gratitude, that state of even being in the now, every single moment, that’s where the magic is.

I didn’t understand that for a very long time. I didn’t even know about it. I shouldn’t say I didn’t understand it. I didn’t even know about it, then I knew. I was like, “I don’t get it.” Now, I understand it more deeply now, and it’s so true. When you are grateful for everything around you, you are vibing higher because you are feeling awesome, amazing, and you are thankful for everything. That attracts the high vibe around you. You were attracting that now then you get more of it. It’s awesome. I love the conversation.

Thank you for coming out. I love it so much. If you don’t mind, I would love to change gears a little bit. I would like to go a little bit tactical, skillsets, online business stuff because we can be meditating all day long but without a structure, systems in place, understanding niching, marketing and sales, and all this stuff, you’ve got nothing. With sales and marketing, and niching but no inner work and personal element, I’m sorry to say, you’ve also got nothing.

You will burn out, and you probably won’t find success anyway. Let’s talk a little bit about that. First of all, let’s open broadly. What are some of the skillsets someone needs to go from where you were to where you are now? Another way to put this is, what is something that you would teach your students or your tribe?

When it comes to skillsets, the first important skill is the skill of learning itself because learning is a skill. It’s not like watching some video and things like that. People can read books and watch videos but how to learn is also a skill. For me, the best way to learn is to teach. When I learn to teach and share some knowledge out there, that puts me in a different state of learning. It’s not just about learning to learn. The first skill is the skill of learning itself.

The second skill, which is very important is the skill of creation. I say it’s creation. There are many sub things under that. Creating videos, these podcasts, curriculums, and strategies, you’ve got to start thinking about different ways to bring those things to life. That is also a skill that needs to be learned in each of these areas. If it’s going to be video creation like how they pick up the phone, how do they call, do webinars, use those software and tools? The creation all comes into one bucket. The third skill is the attraction skill. How do you attract leads using Facebook ads, for example? That’s a skill.

The state of gratitude of living in the “now” is where the magic is.

It’s a hardcore skill that has been learned, say, Google Ads. You also have a free skill, three methods of attracting clients. Maybe it is doing YouTube videos, keyword research, tagging. There are a whole bunch of things under the organic space of attraction. We have the fourth important skill, which is the skill of selling. How do you convert the leads into sales? Under these, there are many subtopics. They are sub spokes, if I should call it. Selling through webinars, videos, and funnels. There are so many others, say in a one-to-one conversation, consulting is selling through a one-to-one call.

That’s also a skill that has to be practiced. There’s the fifth skill which I talk about, which is the skill of nurturing. It’s not about selling things but how can you take care of them after they have bought your product? How can you deliver a great customer experience? I have a big community. I do a lot of gamification. There’s a lot of fun that happens. I give the watch recognition, and everyone is engaged. That is also a skill that needs to be developed over time.

Once you are nurturing a community, then you go back to learning because you can learn more from your community so that you can create, attract, convert, and build more. I have a pentagon model, and I talk about these five important skills. To recap, it’s the skill of learning, creating things, attracting, converting, and nurturing.

Nurturing, fulfillment falls under that. It was something you touched on there that is quite unique. I haven’t heard many people talk about this, fulfillment, and nurturing using gamification. What are you doing there?

If anyone buys and comes into my course, what I have basically done is I have integrated courses, coaching, and consulting into one thing. I’ve got this collaboration as affiliate marketing also. You can integrate the entire thing into one system. What I do is when anyone, say, “Buys my product,” which is a course, that’s the first entry point they come inside. Every month, I do something called a hackathon. Besides them having my product, I also guide them through a two-month journey to go and take it to the finish line. We work in batches.

People start this hackathon. There are ten sessions. Besides my pre-recorded videos, they also have to attend every week, one session where I guide them, what they have to do for that week, from finding the niche, designing their curriculum, setting up the systems. In fact, I build a website in one hour in front of their eyes. I make people build it within that week itself. A lot of people are non-technical, and they give all excuses. There’s no room for that. The gamification is when they know that they are a part of this journey. They know many others are going through this journey, and they are going to get an award at the end of it.

I give an award recognition. I have my own merchandise in-store, and I gave away stuff to them. Even cash awards. That makes it so much more fun. This is one form of gamification. The other form of gamification is once they have set up all the systems, I have something called the Hall of Fame. If anyone achieves a milestone in the income, say somebody has done over $5,000, that’s the benchmark that I set. The first milestone they achieve was over $5,000. I interviewed and featured them on my YouTube channel. We have more than 100 interviews at the Hall of Fame.

Once they hit the Hall of Fame, then I have one more gamification layer, which is called the Crore Club. Since I’m focusing on the India market, I don’t target the restaurant in our countries at this point in my marketing. One quarter is like 10 million Indian rupees. That’s the word they use. They come into the Crore Club. We have a few people on the Crore Club who have achieved over 10 million Indian rupees allowed for the conversion in the calculation area. Ten million is one Crore. One Crore Indian rupees is something like $150,000. That’s the conversion calculation.

When somebody gets into my funnel as a customer, I tell them, “What are the milestones ahead of you, and what the journey is.” I also make it clear like, “Some of you can do it faster. Some of you may take it at your own pace. It’s not a race. The only person you are racing with is yourself, not with anybody else.” I make it very clear that it’s not a get-rich-quick thing. Each one is working on themselves. I would say there are many factors for some people going faster than others. It could be the niche, their positioning, the experience, their presentation. There are many dynamics over there. I set the foundation.

Besides that, we have a lot of fun. Every week, we have our inner circle calls. I keep answering things. That’s what has made it good, fun, and even in terms of merchandise. I say a lot of things in our webinars. I use a few words, which I use a lot. Like I say, “Bulb on,” if somebody had a bulb on a moment. I made those into T-shirts. I ask people to share, ready to learn or lifelong learners. That’s something I use a lot. We have a merchandise around that. This is what I call about gamification. If anyone is reading this, think about how you can bring people together to move in one direction and make it fun along the way. You can give rewards recognition and what you want.

That’s an awesome idea. I love it so much because if you want to go sales psychology on it for a moment, you can say people are searching the internet, looking for a way to buy a better version of themselves. I’m putting it bluntly. Once they enter a program and are in that program, they are looking to improve themselves but now, the community becomes the energy. That is what you are hitting on the head with that gamification stuff. When someone comes into a community that’s super engaged and fun, they are learning a ton and growing a business, and the success is all around them.

When you are in that type of an atmosphere, it breeds excellence out of everybody. The energy is contagious. We are talking about vibes. People are vibing high. When someone enters, they are bringing in new energy, which is typically high because people are excited when they join. Now they are seeing people that have been in there that are even higher. They are like, “Yes.” Rather than the odd time you come across a program where the person gets sold on it. They get inside. There’s nothing there. That’s a shame. It’s bad for the industry as well. That’s very cool. I liked that a lot.

I have never heard anybody talk about it that deeply. I appreciate you sharing your secrets with us because that’s very cool. You touched on a few different parts of the business side of things. One thing that a lot of people have problems with and this is not based on my idea. This is based on, “I have done polls on my Instagram.” I always ask questions to my audience like, “What are your problems?” That’s how you build content. By the way, quick tip. Don’t build the content you think is good. Build content your audience wants to see. That’s a side note.

I’m always asking my audience like, “What do you want to learn and this and that?” I also struggled with this as well. Maybe you can shed some light on it. Finding your niche. I will preface first for the audience who might not quite understand what we mean. Niching down. It means getting very narrow into a subgroup, essentially. Correct me if I’m wrong on my definition here.

It’s getting narrowed down on who you are going to serve and knowing that person better than they know themselves. The question is, how do you figure out who your target is going to be like? How do I know who my niche is? What’s my niche? How do I figure this out? Out of all of these different opportunities and things I could be doing, how do I do it?

This is a golden question that’s always there. After years of thinking about this, I have developed a unique model to crack the code. This is the model. I will walk you through that entire framework, then I will tell you how I help people develop it. Not only based on, “These are the most profitable niche. Let’s go pick one.” It’s not about that. It has to be congruent with the person.

The best way to learn is to teach.

Even the background and the skillsets have to match. There are seven problems that people have. I have brought it down to 1 of these 7 problems. The first problem is a business problem. Do you want to solve business problems? The niche is business growth. I’m only talking macro here. Not the micro. It’s not a micro-niche.

The second problem people have is in their career. Career growth is a second niche of opportunity. Under career growth, there are two categories of people. One is the working professionals. They want to upskill themselves. They want to get a better job. They want to go grow better inside their organization. That’s a good niche. You can talk about soft skills and hard skills and how they can grow in their career.

Under career, we have a second category, which is the student category. In my community, there are a lot of teachers who teach Physics, Chemistry, and all the typical subjects. That’s also coming under the carrier bucket. The third problem that people have are health problems. Under that, you would have many subtopics.

The way that I approach health is you can either go with a problem-focused approach or a method-focused approach, either you are solving obesity, blood pressure, diabetes or if it’s a problem-focused system that you can create. You can go into a method like yoga, intermittent fasting, nutrition. There are so many different methods to become healthy. That’s the third bucket.

The fourth one is the make money niche. Under this, there are always subcategories, how to make money through real estate, stock markets, forex, through all the sub-areas over that, affiliate marketing. The fifth problem is relationships. Under that, you would have categories like parenting, couples coming together, the relationship with yourself, self-esteem, self-worth. All of that is there in number five. I realized there’s another category that has evolved inside the community, which is creativity. There are arts and crafts.

A lot of people want to learn music online. They want to learn creative art. My son is learning martial arts online. Taekwondo online classes. It’s all happening through Zoom. I see that there’s a different breed of teachers and coaches in my community who are only into the creative arts to enhance creativity in people. Number seven, it’s not a problem but I would say personal development can be one motion of its own. We have data reading, NLP, crystal healing. I did some research. I have more than 500 micro niches that I made a list of under the seven buckets.

Now we come down to the process. It’s a six-step process. The first step is you need to identify what is the end goal that you want to solve for your clients. For example, if you are looking at business growth as your niche. It’s very easy to say, “I’m a business growth expert. I can help businesses grow,” but that might have worked several years ago. If you are looking into the next decade, we have to go still deep. The first step is to identify what are the goal. Do you want to help a business increase its sales, profits, retention or financial systems? You look at what spoke of the business you want to help.

Let’s say I want to help businesses increase their sales. The second step is to identify what is the method you are going to use to increase your sales. Are you going to use a funnel as a method? Are you going to use videos as a method? Let’s say the method is a video. You are going to help businesses increase their sales using the power of videos. Now that becomes a method.

The third step is you’ve got to create a story around it. The story has to be congruent with you, the person. Maybe I could say something like, “I always loved making videos from when I was a child. I always like to present things in a beautiful way. That’s why now I’m on a mission to help businesses storify their business in the most effective way using the power of videos to increase their sales.”

There has to be some kind of integration between the method that you choose and your own personal story. Step number four is I make people go through an exercise that I call a spectral sweep. I make them understand, go deeper, and put together a mind map of all the subcategories that are possible in this niche. I will give you an analogy of this. Your niche that you have picked is like a tree trunk. If video selling is my niche, that’s the tree trunk. Under video sales, there can be many branches of the tree. It could be video sales scripts, equipment or funnels. There could be many different branches of the tree.

Under each of the branches, you can have the leaves. If I’m going from looking at video sales systems, I can talk about different software and tools for video sales. That will all be on the content. The fruits of the tree are the essence of the knowledge. That’s where your courses and consulting would come in there. A lot of other people miss out on this.

The branches of the trees are so important. It is your unique representation of that. There are a lot of people who do a cut, copy, paste job of what somebody else is doing. Bringing out a unique flavor, having a deeper mission connected with the niche, and having a community-based approach where you care for people. All of those other groups.

If those roots are not there, if it’s not strong, it’s like trying to make a tree grow on concrete. You may have everything looking good on the outside but it’s never going to fuel and you are not going to have those fruits. My step 4, step 5, step 6, I help people identify what the branches of the tree are. I help them clarify that entire positioning into one document into one single mission statement.

They go and start to put that into action. Step number six is more of crafting their curriculum based on what research they have done. In essence, there are seven niches, macro niches, hundreds of micro-inches. The only way to stand out from the crowd in the future is to approach it in a way that’s congruent with who you are.

Thank you for sharing that with us. Those are goals. You gave us your whole framework. I appreciate that. That’s kind of you. I can tell you know your stuff deeply. You are successful. It’s a given but it’s nice to know the framework from someone who has success and helps others reach success because the framework is everything. Success is structural. We know this.

We can talk about tension structures and vibrations. We can also talk funnel structure and connecting your stripe like that’s a structure, too. Everything is structural. Let’s talk a little bit about your students. You mentioned you are focusing on the Indian market. What you are teaching people, is it something that anybody can do like a teacher? You mentioned teachers. Obviously, a teacher can teach. That’s a given but is this something that anyone can be like, “I want to explore this and do this myself,” or is it only for certain types of people? What do you think?

Help people with the knowledge and skills that you have.

I did a survey of my customers. In fact, when they buy my course, in the first video itself, I make them do a survey to understand like, “Where are you coming from?” When I look at profiling, I’m attracting a lot of coaches, trainers, and consultants. Those are personal development because they are open to doing something new. I have a lot of teachers. Anyone who’s an expert and who has the right foundation in terms of personnel development is the vibe that attracted that tribe in my world. This is not for everyone. I want to make it very clear that this whole game is not for everyone.

It is for those who have a deeper calling to service, if I should say. I do not know how in what way or form. That’s how I look at it because those people who are self-centered want to extract from the market. They can do things that a lot of people do. If you want to help people with the knowledge and the skills that you have, that’s the only prerequisite that I look for. That’s the person who ends up coming into my world. I hope that has answered your question. It’s the right foundation. Usually, they have gone through some personal development and have some connection with what I have done. More of my customers are like a mirror of who I am.

We attract things that are like us. That’s another reason to be the best version of ourselves so that we can attract the best people. Similarly, how you came on this show. I feel like I attracted you into my world, and I’m very grateful for it.

I connect with you. I feel like I have known you for years even though this is our first conversation.

Me too. I love it. It’s so funny how that works. Sidds, I want to be respectful of your time. I’ve got so much value from you. My audience is loving this. Frameworks, mindset, it’s valuable. I’m so happy that there are people like you who are putting it out there on shows like this and mediums like this for free completely because you want to serve humanity and help people. This is the goal. People could literally go build a business, reading to the last 30 minutes of what you said. I love you so much for it. I’m grateful that you are here.

For the audience who want to come to check you out and see what you are doing in taking your content, I know your YouTube channel is amazing. You have 60,000 or 70,000 people on there following your content. You put out amazing content. I was watching a lot of it. Where can they find you? Where can they come to find Sidds?

The best place is my YouTube channel because I roll out at least a couple of videos a week. My videos are not the snackable type of content. I like to go deep. I do a lot of these at least 20, 30-minute videos. I would love to have any of you reading to subscribe to my YouTube channel. That’s a great place to start. Once you watch my videos, you will understand more about how this can work for you. That’s the best place to get in touch with me.

Thank you so much for making time and hopping on the show. We appreciate it.

You are welcome, Aaron.

Important Links

• Internet Lifestyle Hub
• Think and Grow Rich
• Rich Dad Poor Dad
• The Secret
• CASHFLOW Quadrant
• Outwitting the Devil
• The Strangest Secret
• Consulting.com
• YouTube – Siddharth Rajsekar

About Siddharth Rajsekar

Siddharth Rajsekar aka Sidz is an International #1 best-selling author of the book “You Can Coach” and founder of the Internet Lifestyle Hub, one of the world’s largest communities for coaches, trainers, teachers, and experts with over 15,000 members.