So whether you’re a business, online or bricks and mortar or a blogger, yes it’s important to know your niche, but it’s also important to not out niche yourself. So, are you ready to nail your niche?
YOUR NICHE ISN’T JUST A PERSON
WHO DOES YOUR BUSINESS MARKET TO?
WHAT PROBLEMS DO YOU SOLVE?
I solved a massive problem for them.
A man enters shopping centre needing to buy a gift for his wife/girlfriend/mother. This is near death con levels for many men and highly stressful. He can think of better ways to spend his Saturday afternoon. Like in the pub or at the football. As he goes up the escalator he can smell cake. He likes cake. And then he sees this display that solves all his problems. It looks good. It smells good. It’s appealing to his senses. Beautiful gift boxes filled with these smelly things he knows his woman will love. Because in his logic all women love this stuff. It’s already packaged so he doesn’t even need to worry about wrapping it. There are all different priced ones so he can pick one to suit his budget.
Rather than focusing your energies on who your ideal customer is, think more about the problems you can solve. It doesn’t matter who’s problems you are solving (for now), just focus on whatever it is you do and the problems it solves.
In that scenario, men weren’t top of my list of ideal customers. But the reality was that men were my exact target market when it came to solving their problems.
HOW DO YOU HELP?
The solution needs to fit the problem.
NICHE FOR THE DESIRED OUTCOME
Whereby you may still create the ideal customer avatar, you need to understand their problems and how you can solve them. So where you may have thought your ideal customer was a heart centred, soulful, gurupreneur, female aged 25-45, who want to grow their online business. Ask yourself if they need the Facebook adverts course? You don’t know that because you don’t know if they have a problem with doing Facebook adverts.
WHAT CAN YOU DO FOR THEM?
So, in examples like that, there are some criteria for an ideal customer based on who they are. However, do they need your services? So again, what can you help them with? If, for example, your services are aimed at the first time Mum’s then someone on their 5th child is no good to you. They probably don’t even need a midwife at this stage.
IDENTIFY THE PROBLEM FIRST, THEN NARROW IT DOWN TO THE PERSON
But just like in my smelly soaps example, sometimes the solving of the problem alone is enough and you don’t need to narrow it down to being person specific. If I had narrowed my targets down to just females, I’d have probably lost about £3000 in sales in the two days before Christmas.
Even now I do often wonder if some of the branding I have on this website or in my imagery is quite female-led. But apparently not as I attract equal numbers of male clients as female. They both have the same problems that they need resolving. Women like the look of my branding and relate to my message. Men like the message my blogs and videos deliver and tend to not overly pay much attention to the branding. My message solves their problem. Or at least sets them off on the right path.
If you are service based though, even if you don’t need to narrow things down to being person specific, it’s perhaps worth figuring out who you don’t want to work with or the red flags you need to be watching for. You don’t want to get stuck with the client from hell.
GET CLEAR ON YOUR BUSINESS VISION
In order to be clear about your niche and nail it, you need to be clear on the vision you have for your business. This will help you define what it is you do exactly, how you package it up in the form of something people can buy from you and ultimately who that person is that’s buying it. Once you are clear on your business vision you will know the problems that you can solve. And then you’ve nailed your niche.