by Tova Payne
There’s a lot of contradictory information out there about what a niche is, and at times I explain niche in a way that does not give the term it’s full value, but for the sake of simplicity a niche is your role (how and what you help people with) with a specific ideal client/dream client/target market/segment of society…
If you really want to go deep into understanding what a niche is and how to discover yours, I recommend reading Tad Hargrave’s new book: The Niching Nest, it’s an in-depth inspiring read that will teach you more about niching than you ever knew existed!
What I know is this (and I’ve felt this way) whenever I teach a business course and the topic of a niche comes up…Almost everybody clams up and somebody says “But I don’t want to turn people away”
I’ll hear things like “Well I don’t want men to think they can’t work with me”
Or “But I also want to work with families”
And the list goes on and on.
The whole idea of having a niche is to help you get clear on who your work is for because it will help you clearly communicate your offerings and who they’re suited for. This helps your web-copy come off as more personable and it makes it easier for your dream clients to find you.
Think of it like this: If you want pizza you’re going to look up a pizzeria.
Sure, certain coffee shops also have pizza on their menu but they are likely harder to find when you search on the google “local pizza shop”
By being specific you make it easier for the perfect customer to find you.
But that doesn’t deal with the common fear people have of turning other segments of the population away.
Well let me tell you why you don’t have to worry about turning people away just because you have a niche
Here’s an example:
I’m a major fan of Mark Divine. And I am NOT his target market. His niche couldn’t be more clear and specific: it’s primarily and specifically to help Navy Seal Candidates who want to get through one of the hardest military trainings on the planet(BUDS).
But just because his business is SEALFIT and just because he speaks with a lot of military talk to a masculine audience, he has notturned me off.
He has not turned me off because beyond Navy Seal Training, the essence of what he shares is something I deeply believe in and resonate with: he talks about mental toughness, focus, meditation, cultivating spirit and awareness and showing up to live the best life you can.
His target market couldn’t be any clearer, but the fact he’s attracted a female who would never want to enlist in the army is the perfect example of a niche not turning someone away.
Because the core of you work and your teachings matter more than the surface target market you’re aiming at.
And I know I receive readers who are not my target market (not interested in holistic business or how spirituality relates to work) and I know this because I receive notes of thanks from people of all walks of life, not just entrepreneurs. And so this too has proven to me that although I may have a target audience in mind when I write, I also know that my niche will not turn off the people who resonate with my deeper messages.
And the reason is, at the core, what they resonate with is something deeper. It’s something that goes beyond a segment of the market place.
And the core—that thing you talk about that transcends the confines of the niche is what’s really attracting people to your work. And thatcannot be taught, outlined, blueprinted or copied.
It’s who you are. Call it the soul. The truth beyond any veil. The essential voice.
That’s right: What attracts people to your work is your soul/who you are/your essential nature.
And the more you allow yourself to be who you are the more others will hear it. And that way, no matter what you’re so-called target market and niche is—it won’t really matter.
Sure, it’s there as the exterior. But the people you truly want to attract, will always see beyond the front door.
There will be something inexplicable that will keep drawing them in and drawing them in for more.
And that is you.
And the best way for that to happen is to give yourself the freedom to put out work that feels good to you even if it doesn’t fit the mold or the blueprint of the business training camp you came from.
It means taking time to be with yourself everyday in solitude: meditation, reflection, quiet contemplation, so that you can meet your true nature. And in that you’ll know exactly who you are. And in that your best work will surface, and through that no matter what niche you have on the outside, you’ll attract a far greater reach than the niche that’s showcased on the outside.
The niche is what’s on the outside: it’s saying: You [small segment of the population] I have something that will specifically make your life easier.
The core is what’s on the inside: it’s saying: To all the people on the planet who hear the essential message of my soul: my soul speaks to you
Kind of like that word ‘Namaste’ “The divine in me sees the divine in you”
The final word: It’s impossible to turn people off just because you’ve chosen a niche. The niche is only one layer. The core is what really matters. And it’s the core people will feel and that will keep people coming back for more. It’s why you will attract people who are not within the confines of your niche.
About the Author: Tova’s an Author and Business Coach to Soulful Entrepreneurs. She helps her clients turn business dreams to reality by giving the practical strategies and soulful practices that help you go from idea to finished product. For your free guide on 5 Keys to Starting and Finishing your Dream Project and weekly tips to grow your business sign up with Tova at www.tovapayne.com
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