If you really want to get noticed in your market then a niche is not enough.
Absolutely you have to have a niche, no arguments from me about that, BUT you have to let people know you're there, in that niche, doing your Thing, and you're the perfect person to help.
So what do you do?
You get a Fame Name, you use your PSP (Personality Selling Point) and you become a Business Celebrity.
Yes of course I am going to say this (a not very subtle reference to what I help people do) but still, there are sooooo many people not doing it, not getting that having a niche is not enough.
Why am I reminded to write about this?
Well, at the weekend I spoke at an event packed with amazing therapists and consultants who have tools that can really help people. Some of them had niched, some of them had multi-niched (hint - that's not really a niche it's jack of all trades... I'll leave you to fill in the rest of the sentence!).
But there were very few people who were standing out in their niche, in fact there were many (of those I spoke to) who were literally standing up side-by-side with their competitors in their niche and letting the market decide for them. And you know what happens then... price comes into play, unfair comparisons are made on quality and results. Not a great way to market (and certainly hard work).
So here's what you need to do, you need to GET NOTICED in your niche.
Decide exactly who it is you serve in your niche, then make it clear why you are THE person or business your ideal clients need to work with. Set yourself apart - tell your story, resonate and attract the clients who are in looking in that niche just to you.
Don't promote on price, promote on you. Explain in DETAIL what you do that's different, talk about who you work with and why (and who you don't work with too!). Make it clear you're not looking for everyone who is buying in that niche. Exclusivity is a very strong marketing tool.
But what if you make your niche and focus too narrow? Yes, there is that risk, but realistically you are going to need to get very very very specific before that happens.
And do NOT choose a niche based on what you can do, base it on your Thing. It's more that your niche picks you and then you show up in it. Let me explain. Say you're a Hypnotherapist, you can help lots of different people overcome lots of different blocks and problems with your tool (hypnotherapy). You may decide to niche and 'pick' the weightloss niche. Now IF weightloss is your Thing (and you'll know if it is) then you need to get famous for your way, your approach, your process, your story, your tight offer in this space. BUT if weightloss is not your Thing (and you'll know) then you'll just be niching for a market, not for your effortless, purposeful work.
Anyone can pick a niche. I could pick 10, or even 100 right now to focus my marketing knowledge on (and I've done that in the past) so I know when I say if you get famous doing your Thing and you will see your niche and your business celebrity clearly. It will be so obvious, so simple and so focused the energy will radiate from you and MAKE you stand out. Think about anyone you know who is a magnet for what they do... they're doing their Thing for sure.
So do your Thing, stand out for it, use you in your marketing and you'll be noticed in your niche. A niche on its on is not enough; you doing your Thing in your niche however is exactly what the world needs!
Want to talk more about this?
Great post. I’m working on putting me (and my 2 co writers) in the marketing. Unfortunately the rebranding and new look website are on a development go slow at the moment due to the start of a house move. Fingers crossed it’ll be ready for Christmas (the business, not the house move).
It will be ready in time am sure – looking forward to seeing it!
Really love your work and you are as always spot on :-)
Great post Lucy. I know from my work that it is my story that really connects with my clients combined with ‘where I can take them’ rather than the mechanics of how I do it.