You Can’t Be the Lighthouse and the Disco Ball

There’s a specific kind of embarrassment no one warns you about when you start sharing online. People following you for one thing… Then you pivot… Then again… And again…

Until suddenly, you’re the creative version of a thrift store mannequin. Layered in vibes but naked of anything real.

Been there. Too many times.

When I first started putting myself out there, I had zero idea who I was speaking to.

So I spoke to everyone.

Which, if we’re being honest, is the same as speaking to no one.

One week I was talking about shadow work. The next? Email Marketing. Then trauma healing. Then a rant about hustle culture. Then poof—a post on astrology because why not, right?

I thought I was being multi-faceted. Turns out, I was being forgettable.

Because here’s the unsexy truth:

If people can’t summarize you in one sentence, the algorithm sure as hell can’t either. And neither can your audience.

Here’s what I wish I understood sooner:

There’s a difference between being complex and being confusing.

The former builds mystique. The latter loses momentum.

When people follow you, they’re not just following you—they’re following a feeling. They want a specific medicine only you can deliver. But if your medicine keeps changing flavors every week, how do they build trust in the cure?

Imagine this:

You find this gorgeous little bakery in your neighborhood. First visit, it’s cinnamon rolls. Best you’ve had. Next week, you come back—now they’re doing sushi. Week after that? Tarot readings. Then it’s a cat cafe.

At some point, you stop going. Not because you didn’t like it… But because you no longer know what the hell it is.

That’s what most creators are doing online.

They’re not flopping because they’re untalented.

They’re flopping because they keep rebranding in real time.

The Algorithm Doesn’t Hate You

It’s CONFUSED

And confused systems don’t push content.

Every time you switch what you're posting about, it’s like starting over. You burn the breadcrumbs that were slowly leading people to your door.

And worse—your followers get hesitant. They don’t want to invest in a moving target.

Now, this part is important: Your niche isn’t a prison. It’s a doorway.

When you niche down, you’re not cutting yourself off from all your interests—you’re offering people a way in.

You become a lighthouse. A point of orientation.

You shine for a specific kind of ship.

And once they dock? Then you can show them the other rooms.

So how do you niche down when you’re multi-passionate?

Let me give you what’s helped me most:

1. Lead with the problem you solve. Not your identity. Not your aesthetic. What's the result someone gets from your work?

2. Pick the version of your past self you most love helping. That version is searching for you. Be the voice they needed.

3. Let your personality do the rest. Your weirdness, humor, style—it all leaks through naturally. That’s your real brand.

Don’t over-clarify your content. Clarify your why.

You don’t have to change your whole message. You just have to anchor it.

Because here’s what I learned the hard way:

If you don’t claim a niche, people will scroll past you looking for someone who did.

Not because you’re not valuable. But because value, to them, feels like predictability.

In a chaotic world, people want to know where the honey is.

If they trust you have it? They’ll keep coming back with their jar.

So take a breath. Ask yourself who you’re truly here to help. Then give them exactly what they’re already looking for.

Again and again and again.

Until the lighthouse shines without effort. And the ships find you in the fog.

I’m a Multidimensional Person

Here's the question I get asked,

"How can I pick just one thing!?'

'I want to talk about many things!"

My answer: All you need to do is connect it ALL in a pattern of your overarching niche. Make it relevant to a bigger picture. The issue isn’t how many topics you’re covering. It’s whether they all feel like part of the same worldview.

My Niche? It feels too broad to me sometimes...

New Earth vibe, wisdom, relationships, geopolitics, collapse, worship

it can work, but only if I:

1. Position myself as the unifying force.

Your audience doesn’t need the topics to match.

They need you to make sense of the threads.

So my role becomes:

That way, whether I'm talking about divorce, prayer, or the dollar collapse. They know why it matters to them—because I’ve taught them how to look at it through my lens.

2. Anchor your content in a clear through-line.

My through-line might be:

• “Healing the individual to prepare for the collapse of empire.”

• "Raising the next generation in a world that’s burning down.”

• “Restoring sacred wisdom in an age of distraction and decay.”

  
  

You don’t need to post about only one thing. You just need all your things to serve one mission.

Otherwise, your niche stops feeling like a well-lit temple and starts looking like a cluttered altar.

3. Speak to one kind of person.

If I'm trying to reach:

But if one post sounds like Russell Brand

and the next like Ram Dass and the next like Dr. Laura…

That’s where you lose people.

You don’t need less. You need cohesion.

Try this filter for your next few posts:

“Would my ideal follower recognize this as part of the same world?”

If yes—you're good. If not—tighten the frame, not the content.

Magickal Marketing Homework

• If you had to delete 90% of your posts and keep only the ones that point to your “core”—what would stay?

• What kind of follower do you not want to attract anymore?

• If someone said, “You’re the person I follow for ___,” what would you want that blank to say?

That’s your sweet spot. It’s where your magick has always lived.

Now’s the time to bottle it and share it with the world.

Big ANOUNCEMENT next Letter.

Watch for my Monday Email.

Your Guide,

Benji Faun