Niching Case Study: Silke Neumann

Everything I do inspires you to feel the natural state of your body. I believe in easy and happen to be a Physio.

move2health.com

#sytycn2014

Tad’s Rating:

3/10

Contest Rating:

4/10

Average Rating:

3.5/10

Tad’s Comments:

Right now this is a 3 for me. Let’s dig into it. What’s clear is what you do. You’re a physio. What’s unclear is what type of physio or who you serve or what particular problems you solve for people. Right now, I don’t know what sets you apart from other physios.

Our niche is our particular role in the market place. It’s a role that no one else can play in the way we play it.

An important question to ask yourself is this: what is it that makes me unique as a physio? What are the things I can say that no other physio could say? My guess is that most other physios would say that everything they do inspires them to feel the natural state of your body. And that they believe in “easy.” And so, that leaves us back with simply being a physio. Hrmm.

Part of the trap we can get into in niching is talking about what we think people need (or should want) instead of what they’re craving. For example: how many people lie in bed at night thinking to themselves, “if only I could feel the natural state of my body!” My guess is almost no one. It’s something you want for them, but not something they are craving for themselves, and thus not something they’re likely to want to pay money for.

I’m wondering what it is they are craving most? And what are the problems in their life that they come to you for help with?

Your work is so important in the world. Keep it moving.

Niching Contest Participant Comments:

5/10: In my own experience physic and “easy” may not necessarily go together. It sounds like you have found a way to make easy and physic work and that’s awesome.

4/10: What does it mean to feel the natural state of my body? How do I achieve that and why might that improve my life? Who needs this most?

4/10: Needs a better statement to attract clients and want to work with you.

I assume you do all kinds of physio and don’t want to narrow it down to a particular reason, like “aging” or “car accidents” or “sports injuries” or “post-amputation body-rebalancing” – the latter of which would get you everyone in town who had that happen! How many people is that, annually?

“Everything I do” that could scare me – and I’m not really fainthearted! Try making it more about the client, less about yourself.

3/10: The biggest question people ask when they encounter someone offering something is “what’s in it for me?” Here you’re explaining what YOU do. What stands out more for them is what they’ll get for themselves. How will THEY be better?
Having your words flow more smoothly and clearly will also help people better understand what you’re telling them about and how they can benefit.

Silke Neumann‘s Reflections:

n/a

The Revised Niche:

n/a