Imagine all the time and energy you are letting slip away being frustrated and chasing business. Would you like reclaim all that time and energy, and make more money, with ease? This is the power of clarifying your niche.
The resistance to “pigeon-holing” our selves is enormous. “But, but, I want to serve all of those fine people over there and over there and over there, too.” It’s exhausting just thinking about it. The paradox of defining a narrow niche is that suddenly, everyone understands what you do and they resonate with your message. When you gain that kind of clarity, you speak with a new confidence and clarity – and, confidence attracts results.
Clearly defining your niche is a powerful way to grow your business.
There are 3 Elements of a Niche:
- the people or group of people you work with
- the urgent problem they have
- the solution you provide for that problem
The crazy thing about niches, is when you define it that simply, potential clients can see themselves working with you on a wider variety of things. “Can you also work with _____________?” Until they can see the specifics, they can’t see the possibility.
For Example: Professional Organizer
“I work with Women Entrepreneurs in Health and Wellness who are frustrated and being held back by disorganization. I help them create systems and streamline their business and finances to work easily, so they can do what they love.”
Key Benefits of Clarifying Your Niche
A clear niche makes it much easier for referral partners to refer to you. “Oh, your struggling with XYZ? You need ________.” Once they know exactly what you do and who you help, they are far more likely to send people your way. As you become known for a specific solution, almost anyone can refer to you. It will be more clear who your strategic partners are. Then you can educate them on how to refer to you more effectively.
More referrals are a wonderful thing. You spend less time marketing. You can let go of the worry, and stop wasting time and money trying to attract everyone. You will gain the satisfaction of serving the right clients. Nothing builds more success like success and confidence. Wouldn’t it be great to have a clear reputation and clients being sent to you regularly?
“When you are talking to everyone, you are talking to no one.”
When you choose the right niche and communicate it well, there is a new purpose and energy that begins to build. You start attracting clients that are easy to work with and really understand what you do. Most importantly, they value what you do. It seems effortless to attract the right clients.
It’s very important to be specific. Some simple examples are: an M.D. vs. an Internal Medicine Surgeon, a Life Coach vs. a Sales Coach, a Health/Nutrition Practitioner or a Chronic Fatigue Specialist. Wouldn’t you prefer to go to the specialist rather than a generalist? It sounds much more appealing.
Identifying Your Niche
- What am I already an expert in? Is there a specific problem people turn to you to solve? Ask some of your trusted friends and colleagues if you need some clues. Is there a specific challenge you have had to solve for yourself recently? Did you find a unique solution that would be of value to others?
- Another way of looking at niche is, what is a problem you just love working on? Somethings may come naturally to you. We often take our gifts for granted or have a reluctance to charging money for something that is ‘easy’ to resolve. For your clients it may be an insurmountable challenge.
The key to choosing a profitable niche is to identify an urgent problem your clients need to solve. The urgency is what motivates them into action, meaning, paying you money to get rid of this problem. People are inspired to act based on one of two things: a highly desirable outcome, or avoidance of pain and embarrassment. If a potential client can rate their urgency to solve the problem at a level of at least 6 (on a 10 point scale – 10 being the most urgent), they are ready to pay you and value your solution.
- The final piece is the unique solution you provide. Frame the solution in simple terms. “I have a proven method of…” or, “I offer six steps to ….”. There is comfort in structure. Provide that for your potential client and they will trust you. Focus on the result for them. Telling them your solution in technical terms or using industry jargon can be confusing. If you can, provide a timeline, “in 30 days or less….”, or “within the first week…”. Seeing improvement or the end of their problem helps establish you as the expert. If you have done it before, you can do it again and this gives hope.
Having a niche is a gamechanger. It is easy to lose your way in your business without a clear niche. A niche provides the guidance for your marketing efforts, the networking events you attend, the words you use in conversations. It makes all your effort more effective. A niche is like a touchstone for where you spend your time and money to build your business. Your ideal clients are those that are easy to serve.
Stop serving the non-ideal clients that exhaust you and are never satisfied. Niching frees up your time, money, effort to serve the clients that are looking for you.
Mary O’Connor is the owner of Ecstatic Entrepreneur. She is an award-winning coach and has helped more than 4000 businesses accelerate their success, make a bigger impact and increase profitability. Visit her blog on her website for more information on how you can improve your bottom line. http://maryoconnor.biz/blog/.
Mary has a 2-day live event coming up in April of 2018. Watch for details!