Will declaring your niche lose you loads of business?
I had a client express deep concern that if they “claimed” a niche and declared that this was who they worked with, it would cut out a huge proportion of the market completely, narrowing down the chances of finding clients. This surely meant less income and less possibilities as clients just walked right past you. Why the heck would you want to do that?! You could feel the fear at the prospect of niching. It was palpable. This was most definitely not a time to be turning work away, or getting picky. If you’ve just taken the leap-of-faith and left the full-time job to pursue a solopreneur career. Income streams need to be established. Fast! Bills needed paying.
The thing is, no one chooses the generalist. Imagine for a moment you are suffering with an annoying aliment. Let’s say a really persistent sore throat. Now, you have the option of either going to see your local GP or, an Ear, Nose and Throat specialist. Given the choice, which would you be drawn too? Which would have you think:
“They’ll know EXACTLY what’s going on, be able to pin-point the problem immediately, save my time, effort and and a whole load of hassle”The ENT specialist right? The niche practitioner wins.
You are the champion. When you niche to a specific demographic, addressing a tight range of people and problems, you become the champion for this group. Their perception of you will be one of the expert, the specialist. No longer the generalist jack-of-all-trades.
You speak their language and metaphorically, call them by name. You fight their corner and they will love you for it. Being consistent in this buys belief which in turn translates into paying clients. Win!
1. Own it for two months.
“Own” a niche for two whole months.Who is it that most appeals to you right now in this moment? Is it male tech-entrepreneurs, struggling with confidence issues around company expansion? Or, is it female portrait photographers, looking for a portfolio website? Yes. Get that specific. You hear how these sound super-specialist? But don’t panic, think of this as “niche version 1.0.” You are just choosing something for two months, this isn’t set in stone for the rest of your days.
2. Ask five friends.
Contact five friends and colleagues and ask what they are most likely to come to you for help with.You’ll notice a common theme, and it may even surprise you, for example: “I’d come to you when I want objective help with getting clarity on a financial issue “. Use this to focus and inform your niche choice. This is one of the powerful qualities you are naturally putting out into the world and when you own it, it builds peoples trust.
3. Picture this.
Envisage an ideal client for you right now. Take a large piece of paper and write down, 25 things about them and their life.Things you might want to include:
- What job do they do?
- Where do they live? Why there?
- What brands do they love?
- Where do they shop?
- Do they cycle?
- Drive? What car if so?
- What do they earn?
- What’s their age?
Doing this will build a personality profile that you can tangibly target. A niche demographic you can point your mouse/networking/phone calls at. Again, don’t get hung up about this needing to be “THE one” Have fun with it! The truth is building a truly authentic brand takes time and experience. Taking steps like these above get you moving and alieviate the “stuckness” of niche-phobia.