By
Larissa Popov
|
Business ,
Marketing ,
Mindset
If you’re a business owner, you’re probably well-aware that having a clear niche is an important part of a successful marketing campaign. But are you truly sticking to it?
Have you ever read an article or social media post and felt like the author was speaking exactly to you? They understood your unique situation, the challenges you face and the things that are really important to you?
You felt seen and heard, and it built a certain level of trust with them because it’s as if they were in your head, thinking your very thoughts!
Some of us consider ourselves clear on our niche, yet when it comes to our marketing, we can have a tendency to want to clump so many different people into the message:
e.g. I work with women (and men), I work with business owners (and other professionals), I love to work with moms (but you don’t have to be a mom to work with me!)
While it’s absolutely true that we love to work with all of those people, and we are very capable of supporting them, from a marketing standpoint, it doesn’t have the same impact as speaking to one specific person.
Committing to a niche can bring up lots of fears and doubts:
- What if niche is so small, that there’s not enough people for me to serve?
- What if I alienate all the other people who might want to work with me?
- I can do so much more than solve one single problem. Aren’t I selling myself short if I focus that much?
I totally get it! In fact, I recently caught myself with a very insidious case of niche-resistance.
In my own head, I’ve always considered myself more of a “transformational” coach; someone who loves to do the inner work and help people to feel confident and empowered in every aspect of their lives.
When my business coach insisted that I settle on a niche, I felt most inspired to help coaches, healers and other service-based entrepreneurs to feel confident around being visible, promoting their business, and earning more income.
However, I would often mention to my coach that I also love helping people with relationships, and money blocks, whether they are business owners or not. There was a part of me that really wanted to hold on to all of these aspects at once — if not overtly in my marketing, but in my own mind in how I approach ever piece of content I create.
And somehow I have continued to do so… until now.
After coaching one of my own clients through the process of choosing and committing to a niche, I was hearing my own words and realizing that at a very subtle level, I wasn’t following my own advice! (I love how we teach what we need to learn!)
Even though my business and marketing was focused predominantly on one specific niche, in my mind, I was still including many kinds of people, and trying to acknowledge everyone.
I have observed this pattern of thinking to myself, “I’m helping business owners and I have this great idea they will love, BUT… I also need to find a way to include these other people too”. That “BUT” would many-a-time derail my original inspired idea and lead to delays and lots of second-guessing myself.
Not fun at all!!!
My subtle, niche-resistance had a few significant consequences:
- more time & energy spent wondering about topics for content: it’s harder to find ones that work for many different types of people!
- delivering a message that is not as impactful because it isn’t as clear, which means fewer of my ideal clients finding and resonating with my work
- difficulty communicating my uniqueness in a clear and simple way so that I can differentiate myself from my colleagues
- most of all, and overall, the lack of clarity in my own mind resulted in a level of ambiguity in how I see myself and my business, which made me feel less confident about everything I was putting out there!
So, if you’re feeling the slightest bit of niche-resistance, here are my best recommendations to help you fully commit to your niche so that you can
attract more of your ideal clients with your marketing efforts and grow your business faster!
By narrowing your niche, you will be speaking to a smaller group of people. Yes, you should definitely do your market research before committing so that you know that it’s a viable niche, but assuming you’ve already done that;
Here are a few of the awesome benefits and myth-busting mindset shifts to help you align fully with your niche:
- Your content and marketing will then be much more effective at attracting your ideal clients because they know you’re speaking to them!!
- By becoming known for helping certain types of people with certain types of problems, it’s way easier to establish yourself as an authority or expert in your niche! –> More visibility and more referrals!!!
- It makes content creation so much easier when you’re clear in your own mind about who you’re helping and what they need the most.
- Having a niche doesn’t mean you have to turn away any lovely clients!! You can still enroll other people who are naturally drawn to you and your work.
- Having a niche is about focusing your marketing message, and if other types of people happen to benefit from your services along the way, that’s also GREAT!!!
- Committing to a niche doesn’t mean you can only and forever more solve one type of problem. You’ve probably noticed that once you start working with someone, you uncover all these other problems they need to work on. So you still get the satisfaction of helping people in all the ways you can!!
- e.g. I know for me, I may start by working with someone on a problem related to their business and very soon we discover that we need to address their relationship to money, their personal relationships..etc.
- You don’t have to marry your niche! It’s best to start by fully committing to it for 6 months (sort of like, dating!) and see how it feels for you and how it impacts your business. If you’re not happy with it, or as your business evolves over time, you can always change it later.
So today, I am a brand new business woman.
I am fully owning my role as a Divine Business Mentor, and I am totally aligned with my niche: I am here to serve spiritually-oriented coaches, consultants and healers to get out of their own way so that they can confidently promote their business, attract their ideal clients and earn record-breaking revenue.
Working with my ideal clients on their marketing, sales and inner game makes me giddy and inspires me every single day. And if I happen to attract a professional who wants to feel confident about advancing their career, or an empowered woman looking for her life mate along the way, that would be most welcome, too!
If you are interested in how I might be able to help you with your most profitable and aligned niche so that you can attract more of your ideal clients and grow your business faster, feel free to send me an email and we can set-up a time to chat!
Your turn!
Beyond what I shared in this article, do you have any other concerns or doubts about focusing on a single niche?
Share your niche below!
