Below you’ll find a curated list of articles introducing aspects of niching. These are supplemental reading suggestions for participants in the Niching Homestudy.
When we’re talking about identifying a clear niche, I find it can be very helpful for people to have a lot of real world examples to explore to get a feel for what it looks like when you’ve really nailed it.
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. 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.
You’re not convinced by this whole “pick a niche” thing. Surely if you want plenty of clients (and you do!) then it makes sense to appeal to everyone, so you have a wider pool to draw from? How can focusing on reaching less people achieve your desired outcome of having more clients? Here are 4 reasons why it’s worth overcoming resistance to niche.
Several years ago, a friend sent me an article from the New York Times entitled, “The Advantages of Closing a Few Doors,” by John Tierney (February 26, 2008, Science Section). It happened to reach me at an opportune time, as I had been weighing the pros and cons of continuing to train with another company’s leadership training program versus building my own coaching business.
HOW DO YOU WANT TO BURN UP YOUR MONEY? Visualize the mass marketing person as standing smack in the middle of a major league park. On the ground, in front of this person, is a large pile of various denominations of currency. The mass marketing person just set this pile of currency on fire. He wants to attract the attention of the seated spectators using the smoke from the burning currency. He has put out the word that smoke from burning currency will clear all eight sinus cavities.
No – because “niche” is somewhat an intellectual construct that helps us wrap our head around the marketing thing, and it is very useful. It gives us a starting point, a home base and a framework to do our research, communicate* our message and create our offerings.
We swim in a vast sea of advertisements… online, on billboards, on TV. These ads are like a multi-coloured field of blooming flowers attempting to attract pollinators so they can succeed in their mission of procreating (or in the case of ads, selling products). So, how do you spot the product that’s right for you in this field? How does the pollinator find its right flower? There are actually flowers that have only one possible pollinator. These species have co-evolved over thousands of generations to be so perfect for one another that not one other insect can do the job. How about that for a niche market?
Often when I suggest to Counselors and healing professionals that they might want to market to a specific niche audience when starting a private practice, they are resistant. Although there are many reasons for their resistance, the most common reason is fear. They are afraid that they will never get enough clients if they narrow in and focus on marketing to one group of people.
Over the holiday period, I took time away from my business to reflect on the progress I’ve made with ShaeBaxter.com in 2014. I also got to reflect on the work of my amazing clients whose businesses are changing the world while they get to indulge in what they love every day. And I also delivered a webinar to over 400 skin care businesses around the world. As I was going through this period of reflection and preparing for the webinar, something hit me almost like a freight train.
I have been in a process of refinement recently. Challenging what it is I hope to create, who it is I hope to become. A process that results in doing fewer things more effectively, in understanding not just what I do, but how it affects the world. The result of all of this will be some exciting new things, all centred on refining what We Grow Media is, and how I can provide even more value to those who inspire me: writers and publishers.
I recently got this excellent question from a student in my Extraordinary Business Builder’s program. And it gave me pause for thought. For an entire hour I’d been beating the bandwagon about how you can’t thrive on the Net without a niche that’s “an inch wide and a mile deep” as the saying goes. And I do believe that to my core.
Does anyone read Time or Newsweek (being sold to anyone who will take them) any more? And when they disappear, who will really miss them? The problem is that they are both slow and general. The world, on the other hand, is fast and specific. Is there a business here? While there are still people hoping to make a living writing a blog (not as a tool for something else, but as an end into itself), that’s awfully difficult to do. Micro-magazines, on the other hand, feel very different to me. They have elements that make them very attractive to advertisers and readers.
When people talk about creating clarity in business, one of the number one topics is choosing a niche. 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 . . .