This is a question that comes up a lot: how far down should I niche? The answer is that you should niche down for as long as it matters. Does it matter to your ideal client? And does it matter to you?
Your ideal client wants a service that fits them like a glove. That makes them feel like you offer a service that deals with their exact problem, with their exact ambition and that you understand them. Once you get to this place, you can build trust and credibility.
Knowing the niche is not necessarily get you further. You also need to have the action behind it.
However, if you like to be multi-passionate and not exclude people, I am sympathetic to this. For example, I help service-based businesses but mainly coaches, entrepreneurs and experts. I can be a generalist business coach but this is who I market myself towards.
If I wanted, I could niche down further to holistic coaches and experts. I come from this background and I understand this industry. Therefore, I have great insights and great content that I can write for this area. However, it is not where my heart lies. This does not get me excited in the morning. I work with people from this industry but what I find valuable is working with people across many different industries. I have business in different industries and there is a lot of cross-pollination I can bring to help businesses.
Therefore, I know that what works for one business does not work for another and can then help adapt strategies specifically for my clients. This is extremely valuable for my clients.
I had to make the decision about how I niche. Where I position myself as different is through the Unique Magic Bullet. A concrete USP that sets you apart from everyone else out there doing something similar to you. No one else is talking about this and helping people.
The cherry on the cake is the additional things that I can bring. But I hook people in through my marketing where I talk about the messaging, niching, positioning and USP. Making you the number one choice in the market.
Going three levels down on your niche
Sometimes your USP is what you promote but your USP needs to exist alongside with your niche. You need to niche down who you work with so you can show them how you help them. That you are the expert in your field.
There are three areas you need in your niche:
- Who you work with
- The problem shared with your niche
- The ambition or outcome
You need to be able to articulate all three of these things so your ideal client can tick these off. And you also need to make sure it matters to them. If you’re too surface-level then it won’t be focused enough.
Go deep into each of these areas and find out what it’s helping.
For example, if you’re a health coach – who do you help? And what problem are you solving? What outcome do you deliver? If you deliver weight loss, then that’s not enough. Everyone suffers from weight problems for various reasons. Let’s say you need a diet to work for your diabetes. Or you are a new mum struggling to lose the baby weight so there are multiple problems.
The messaging generally starts with who you are focusing on. Then why the problem is specific to them? What are the problems that are unique?
When you start thinking in this way, you become the expert.
Not specific enough?
If you have come through the layers and the niche is not specific enough or are unsure, you have two options. Firstly, to really understand your niche and make money from your business, you can book a free Clarity Call with me. Or you can email me and I will check it over for you – you can email here. Just make sure you supply details in each of the three areas.
Book a Call with Jen – bit.ly/claritycallpodcast
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