Resistance to defining a niche is normal. If you feel instinctively resistant to the idea, then you’re probably in the majority of the passion-led business-building population.
Here are 5 reasons why:
#1 – Terms like niche and target market can sound clinical and self-serving
These are the kind of words the big corporations and advertising executives use. They might appear manipulative, as if your goal is to get inside people’s heads so you can fool them into thinking they need what you have.
As someone who is guided by passion and a desire to make a difference, that obviously won’t sit well with you. It will jar with your values.
#2 – You want to help everyone
You want to stay open, inclusive and available. You don’t want anyone to feel left out. It’s like you’re throwing a fabulous party and you don’t want anyone to feel they’re not invited. You don’t want to be elitist.
#3 – You value diversity
You love the idiosyncrasies of people, you enjoy the uniqueness of the individual – and so you’re hesitant to pigeonhole or label human beings and make them fit in nice tidy boxes. It may also feel like your ideal clients only have a few random things in common and that there’s no clear thread that unites this eclectic group of people.
#4 – You’re anxious about narrowing
You fear that, by committing to a specific group of people, you’re narrowing your reach, restricting your possible impact and also your possible income. You might feel you’re putting a limit on your opportunities and that you’re closing doors, burning bridges. Especially in the early days of business, you might worry that you’ll commit in one direction, only to discover another direction would have been better.
It takes bravery to plant a flag in the ground and say, “This is what I do, this is who I work with” because that’s about commitment. It’s about declaring that you have a specific and definable expertise. When you take a stand for a particular group, then you’re suddenly visible, you’re in the spotlight, and that can feel scary.
#5 – You simply don’t know who your niche is
You don’t know where you fit in the marketplace, you don’t yet know the people who would most benefit from your passion and skills. This can be deeply frustrating. You might understand the value of niching and want to do it, but how can you if you don’t know the right niche for you?
Which of these five reasons sound familiar?
What other reasons do you have for not declaring a niche?
Worth overcoming Reluctance to niche is normal but it’s worth tackling because a niche makes business so much easier, more fun and you can enjoy far deeper impact. It’s much easier to earn a consistent income when you have a niche.
Excerpt from the book “Turn Your Passion To Profit: a step-by-step guide to getting your business off the ground” by Corrina Gordon-Barnes. Available here.
About the Author: Corrina Gordon-Barnes wants to live in a world where marketing is fun, clients turn up easily, and money flows to those who do work that helps and heals. As a certified coach, marketing teacher and self-employment champion, she’s been featured on MindBodyGreen and LifeByMe and and published in The Ecologist, OM Yoga, Diva, and The London Paper. She’s author of Turn Your Passion to Profit: a step-by-step guide to getting your business off the ground.