How to Choose Your Niche — Passion or Expertise?

By , Authentic Marketing Expert

Solo-E Certified Solo Entrepreneur Expert

Cindy Schulson - Authentic Marketing Expert

I received an interesting email from one of my subscribers recently. In her journey to try to find her coaching niche, she asked:

“I find two conflicting ideas.  Firstly, research tells me that I should choose a focus where I have experience and knowledge.  Second opinion says to rather choose a focus where there is passion and little experience which would obviate given advice and coming across the expert. What are your thoughts on this?”

It’s a great question. targetheart

Ideally, you can find a niche where you have both passion and expertise. But if you had to choose one or the other, I would lean toward the passion.

The caveat being that you will learn all you can about your niche so that you can eventually become more of an expert in your niche. And if you are truly passionate about your niche, then you will want to learn all you can about it. You will live it and breathe it. It will be part of your DNA.

If you haven’t yet read “Crush It” by Gary Vaynerchuk, then I would highly recommend it. He is someone that believes in following your passion. In fact, the first chapter of his book is “Passion is Everything”, he says:

“Live your passion. What does that mean, anyway?  It means that when you get up for work every morning, every single morning, you are pumped up because you get to talk about or work with or do the thing that interests you the most in the world. You don’t live for vacations because you don’t need a break from what you’re doing — working, playing, and relaxing are one and the same. You don’t even pay attention to how many hours you’re working because to you, it’s not really work. You’re making money, but you’d do whatever it is you’re doing for free.”

It is my belief that each of us has a unique gift to share with the world. Something we want to share, not just because we are experts in it, but because it excites us and is central to who we are.

But it’s more than just using your unique gifts.

It’s also about tapping into what you’re most passionate about. That will be the fuel that keeps you going even when things get tough (as they inevitably will no matter how successful your business is).

Your understanding of what fuels you will evolve as your business grows. You’ll get clearer about why you do what you do,  as you start doing it!

The reasons behind your passions can be really personal, and you might not want to share them with the world because you might think they don’t care. But they do.  Your ideal clients, the ones who really “get you”, want to know your personal story and your message.  They want to know that you’re a real human being who has also struggled. They want to know that you understand what they’re going through and that you truly care about helping them.

The bottom line is simple. You need to understand what you’re passionate about in your business and match that with your unique gifts, and the right audience who is hungry for what you have to offer.

When you do that, you can not only build a profitable business, but one you love.

Cindy Schulson helps coaches and consultants transform their brilliance into magnetic messaging and multiple streams of income. She loves helping her clients sort through their “brain dump” of ideas and discover the golden nuggets that make them shine. Cindy has worked in Strategic Communications for such companies as Coca-Cola and Visa, and now uses her messaging ninja skills to help her clients stand out as the perfect choice for their ideal clients. Get her FREE online training, "How to Use Your Unique Message to Attract Your Favorite Clients" at

© Copyright 2013 Cindy Schulson
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