NARROW YOUR NICHE
So here I am talking about that good old word niche.
Yep, that word that nobody can seem to agree on how to pronounce (pssst. There really is only one way, and it sounds like quiche not like ditch…makes perfect sense right!)
But before your eyes glaze over and you say you've heard it all before and 'you know your niche' hear me out.
I'm gonna go out a limb here and say if you run a service-based business and you're struggling to attract ideal clients. It's most likely because:
You don't own a micro-niche and are getting lost in a big 'ol market of noise.
You're not specific about the exact problem that you solve and the benefit it delivers.
Both os these may sound basic, BUT Lacking clarity on these areas means you can't reach the right people and you're leaving money on the table… a lot of money.
I spoke to one client last week who had invested over 20K in a high-end group coaching program and still didn't know his ideal customer. (I'll save the rant about programs that have you filling in worksheets but never getting actual expert strategy for another blog post!)
SO WHAT IS A MICRO NICHE AND WHY DO YOU NEED ONE?
Simply put a micro-niche is just 'a specialised market'.
And the benefit of having one?
It gives your clients a reason to feel an affinity to you. They connect with ease, and you stand out as the only option.
You make it WAY easier to market your business - say goodbye to scattergun marketing.
You become known for something which increases your value and demand for your services. Your brand becomes recognisable and unmistakable.
If you think of startup days of any successful global brand, they began by owning a micro-niche.
Nike may be a global giant in apparel, footwear, technology and accessories, but they began their journey with one running shoe aimed at track athletes and sold at race meets. Once they started to dominate this category, they expanded out to new areas.
So how can you apply this in your business?
First off picking a niche is difficult. There I said it.
Why?
Because it's one of the most important decisions you'll make and influences everything you do (that's why I focus one to one with my clients on absolutely nailing this piece above all else)
Here are some tips to get you started
1. THINK BETTER – NOT FIRST
Just because it's been done already doesn't mean it can't be done better. Where is the white space between what someone else is offering and what your clients really need?
For example, in researching my niche, I found hundreds of people out there offering digital marketing services, but there weren't many people with:
a. Strategy and copywriting together
b. Real-world experience of building global brands
c. 'Done for you' services (most people were offering mentoring, coaching or DIY programs)
So, I primarily work with purpose-driven business owners who have already spent money on programs, mentoring etc. but are still stuck.
They are over 'figuring it out' and trying to find the missing puzzle piece, and they want a 'done for you' service by an expert who can devise their strategy, create high-converting content This is my 'white space'.
2. SPECIALISE AND GO DEEP
Pick a micro section of your market, find a deep need and pain point and go deep until you find something you can become a 'go-to expert' on. Here is an infographic I've created to explain this.
Find the gold, find your difference
3. FIND YOUR SUPERPOWER AND MATCH IT TO THE RESULT
Understanding your super-powers is one of the essential keys to dominating your niche. Here are some examples
Apple has the superpower of creativity
Nike holds the superpower of courage and strength
Oprah's great talent is transformation
Deepak Chopra has the gift of enlightenment and wisdom
Do you know your brand archetype?
If not, take my free archetype quiz right here to discover which archetype(s) fit you best.
After you complete the quiz, you’ll receive an Archetype Report that will reveal your motto, superpowers, core desire, shadow, values, voice and some suggested brand words.
All of which you can use to guide you to make these 4 Choices for your own business and create a brand identity that calls in your ideal customers on autopilot.