All the advice tells us we should niche our business. But what does that actually mean?
I have a lot to say on this topic, and so I don’t overwhlem you, I’m splitting it into two blogs. This is part one!
Entrepreneur.com defines niche as:
Definition: A portion of a market that you’ve identified as having some special characteristic and that’s worth marketing to.
While I don’t disagree, does focusing on a strict niche apply in all instances?
Before you write anything, you need to know who’s reading it, so you can adapt the content and langauge accordingly. But this applies to all parts of your business – blogging for your business is onfundamental tool in your marketing toolbox.
Firstly, what are the advantages of having a clear niche for your business?
There are three big, compelling reasons to take the idea of focussing on a niche seriously…
1) Who is the Number One Fan of Your Business?
It’s much easier to talk to ‘one person’ than shout to a crowd. We all prefer individual conversations, and no one likes a shouter!
When you have a clear idea in your mind’s eye of who the ONE person is that will love what you do, you can gear all of your marketing around them. Your blogs and other marketing messages will feel to that person that they are speaking directly to them. They’ll love you, and bring their ‘tribe’ with them.
2) Avoid Confusion.
When I first started my business, I found myself standing up at networking events and saying “I do this, and I do this, and I do this, and, and…”
People were confused.
I got bad referrals and felt I had to follow them up – because I was new, I needed to get some capital behind me and get myself out there – even though, in my heart of hearts, I knew they’d be trouble!
In 2016 I accrued over a grand’s worth of unpaid invoices, each for small amounts – a tenner here and there – those small amounts were of no value to those people, it didn’t matter to them – but they soon added up for me!
I wasted so much time chasing these it was soul destroying. Happily, I eventually cleared those bad debts, but never again!
I still don’t have my pitch right. I still tell people “I don’t do copywriting”, but I’m slowly getting there.
People are getting to know me as the Blogs and Books lady.
I’m seeing much more appropriate clients for what I do, and people that I want to work with, rather than feeling I ‘have to’ work with them!
I still do lots of bits and bobs for my ongoing clients, but I don’t splurge it all out in a 60-second pitch from day one anymore!
The more specific and concise you are about what you do, why you do it and who you do it for, the more successful you’ll be!
3) Save Time and Money
If you’re spending all your time trying to tell too many people about too many things, when will you actually deliver on those promises or follow up leads?
You’ll find yourself paying out for advertising and professional services and getting little return on that investment.
All extremely compelling and sensible reasons to have a niche for your business…
However, how and when do you decide on your niche?
Should you have a niche from day one in your business?
That’s the topic for part two...
But in the meantime, here’s a short activity to get you thinking:
Food for thought…