Do You REALLY Need to Choose a Niche?

By , Text Only Admin

Solo-E Certified Solo Entrepreneur Expert

TextOnly'Admin - Text Only Admin

Without a clear niche, or target market, your business won’t survive for very long. It’ll survive until your savings run out and you check yourself into a rehab facility from sheer exhaustion.

And, from what I hear, rehab isn’t very cheap.

And, yes, it’s that serious.

In our quest to succeed, to make it big, and to accomplish our goals, we throw conventional wisdom out of the window and try to be everything to everyone. And that sucks. It’s a lot of work with a very little payoff.

If you’ve ever said, “I’m working so hard. I’m spending so much time working and I’m just not seeing any results. No one wants to work with me”, then you might be suffering from not-clear-enough-of-a-niche-itis.

You see, for one reason, confused people don’t buy. If person A, we’ll call her Roxanne, was to check out your website and saw that your service is non-specific and is geared towards anyone with a pulse, she probably wouldn’t stay very long. If Roxanne was to check out your website and see that you provide graphic design services for non-profit organizations, then she may or may not stay on your website.

You see what happened here: you still have a chance to share your solutions with her.

She will stay if she sees an answer to her problem. Because, afterall, that’s why she’s there. Roxanne is searching for a solution to her problem.

And I know you are so incredibly smart, talented and want to help EVERYONE. You can’t solve every single problem for every single person.

Nor do you want to.

Interestingly enough, when you claim your target peeps, when you get really specific about who you do – and who you don’t – work with, you’ll have more clients than ever before.

They will come, and so will others that fall outside of that market. So, you don’t really alienate those people that you were so afraid of offending by choosing your niche. They see you for who you are and what you do and they still want to work with you. So, don’t fret. You’ll still get to work with people outside of your ideal clients if you choose to do so. (Did you catch that? If you choose to do so.) You’ll be so busy working with your dream clients that you may choose not to work with them.

So, how do you develop a more clear idea of who you want to work with? (You are so smart. Great question and right on que!)

When you are narrowing down who your target clients, your ideal peeps, or your happy dance clients are:

  • Know that you are going to encounter all types of resistance. It’ll come from you, your friends, your neighbors, and maybe even your dog. Be prepared for it and just notice it when it shows up.
  • Many people realize that their dream clients are an earlier version of themselves. Maybe it was “you” 10, 15, or 20 years ago. Is there a certain group of people that you feel compelled to work with so that you can help them to avoid or navigate through a situation that you went through, too?
  • Do you have access to this niche? If I decided that I wanted to target Eskimos since I really dislike super cold weather and maybe I could help them escape to a warmer climate, I would have to admit that this group isn’t easily reachable for me. Not unless I take some really long flights or can join some local Eskimo groups (if they exist).
  • Write down all of the traits of your most favorite clients. What similarities do they have in common? Were they in a similar type of industry, job, age, or other group?
  • Once you know who your target client is, your marketing is much easier. You know what this group needs, wants, and fears, so you can create solutions that address those exact challenges. Your blog posts can be created with that exact person in your mind. Your messaging gets more and more clear and your friends now know who to refer to you.

Ahhh…now there is some good news!

What I want you to see is this: Just like everything else, narrowing down your niche is an evolving process and the only way to figure it out is to start moving. Get into action.

You don’t have to be perfect AND you can change it down the line.

Repeat after me: “If I’m not making at least a few mistakes, then I’m not moving fast enough.”

I have changed the description of my ideal clients several times and will definitely change it again as I grow and my business shifts. It’s OK and if you do it once and never change it, I will suggest that you aren’t working with enough clients or challenging yourself to get out of your comfort zone.

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