Because I pride myself on having a specific niche, I’m often asked if, when I started my business, I had a clear vision of who I wanted to work with and where I wanted to make my mark. Having a specific niche is something that helps me focus my marketing but, more importantly, it helps me focus my services so I can craft my expertise and be the greatest benefit to my clients.
Think about other professions that fill a specific niche and why that sole focus has its benefits. You wouldn’t want to go to a gynecologist who also fixes broken bones and once in awhile assists chimpanzees in giving birth. (At least, I hope not.)
It’s okay to be multi-passionate. We just need to remember that a clear focus within our business or a common thread that helps to tie everything together is necessary.
When our variety of services is too wide, we can lower our credibility with potential clients. Our clients may be confused about what it is we really can do for them. It’s more difficult to build trust. We may feel less confident in our abilities to create results for our clients.
Crafting and really honing in on our niche can be one of the most challenging parts of building a business. But it’s also the key to success-the one that allows you to gain steady and sustainable momentum. In my 12+ years of building my business and coaching other women to build theirs, I’ve found the time spent carving that niche is time very well spent. And in working with clients, I’ve found that there are three ways to build a niche.
The Client-Focused Niche
Clients come to me swimming in ideas with no real direction on where they want to take them. We work together to determine who it is they want to work with and build services from there to meet their clients’ needs.
The Philosophy-Based Niche
Many women go into business because they have a strong belief in something and they want to help others. Their philosophy is what helps to drive the packages and programs they develop which helps their clients with a specific need.
A Combination of the Two
The stars align when a passion and philosophy connect and we can build a business around what really lights us up. This often comes after some time spent in a client-focused or philosophy-based niche after your feet are a bit wet. And when it’s there, it’s magical.
Of course, finding the right niche is a process and one that isn’t always easy to navigate. I recommend my clients write down all the ideas they have for their business. What services can you offer? Who do you want to work with? How can you solve their problems? From there, you’ll grow your offerings and your business.
PS. Helping women discover and develop their niche is one of my absolute favorite coaching sessions.