How else do you know if you're in the right niche? Well, what are your friends and family think of when your subject matter comes up? Do they think of you? Because I could tell you some politician has a press conference, it says something incredibly stupid. And it's a big scandal. I'll often have friends, clients, family members, emailing, hey, to just see that.

They know. That's my expertise. They know. That's what I teach people how to avoid things like that. That's what I train people to do, how to handle themselves in crisis situations. So if nobody ever associates you with a particular subject, doesn't mean you can't build an expertise and start a freelance business but over time, people need to see a connection because you need to be talking about what you do your friends, family, colleagues, associates need to know what to do.

As you do they need to start thinking of you. And this particular area of expertise that needs to be married. Because if that's not happening, it's often the sign of a problem when it is happening. It's just a lot easier to get referrals, new prospects, people thinking of you, sending clients prospects your way