You Don't Know Niche

You Don't Know Niche
🙅‍♀️ Nada, Nothing, No Way - You really don't know niche when it comes to understanding how important a niche is for your business.
Hey, I see you rolling your eyes and dismissing this sage advice, but if you're tired of working hard and not seeing the results you deserve, then I can almost bet that you don't have one of the most important pieces of your business in place -Â The Niche.Â
In an effective business plan you don't do all the things for all the people in all the ways possible. You NICHE down so that you can grow. Does that sound counterintuitive to you?
I know you feel like you can sell art to "anyone" or "anyone" can take your course, but who is "anyone" and how do we find “anyone” to talk to them? How does "anyone" feel special enough to buy from you if you're generally just for everyone?Â
You see, that's it - when you're for everyone, you're really for no one in particular and that doesn't feel special to anyone.
Right now you're probably saying: "But I'm multi-passionate, and I can't imagine giving up one of my amazing ideas." But I'm telling you that while I expect YOU to be multipassionate, having a multipassionate business dilutes your impact, your message and your reach; while a niche concentrates it.Â
In a world of creatives trying to do all the things, be a smart solopreneur and go all in on One Niche and see how much further you'll go.
That's the power of being specific with your skills, your offer, your position - what you're known for and who it's for. And when you do this, marketing and selling becomes infinitely easier.Â
That's why "they" say the riches are in the niches.Â
Look, I'm telling you this from experience. When I was all over the place, trying to appeal to everyone, talking to different people on different days about different things and then switching again and again…
And again…
…well, I was exhausted! And I wasn't making the kind of income I wanted. Once I honed in on a niche, I became known for it and was able to attract more customers and make more sales.
This is what I want for you as well! If you’re willing to NICHE, (remember, we’re talking about niching your business, not yourself!) I promise you will start to see your business grow.
Choosing one niche isn't limitation; it's liberation. It's the key to unlocking boundless creativity within a strategic framework.
This exercise is all about deciding on your NICHE.Â
This requires Specificity.
I’m willing to bet that even if you’ve already been running your own business, I bet you haven’t really taken the time to put these crucial pieces into place so that you can finally market to the right customer, make more sales, and grow your business. And if you have, when was the last time you did it - and took it seriously.
Yep, every piece of the puzzle works together to create a thriving business. Honing in on your niche is just one part of the bigger picture, but one of the most important parts.Â
Find a moment this weekend, over morning coffee, a quiet cafe, or with a biz bestie and write out the answers. Journal then, fill out your Notion planning app or a plain Google doc, but spend the time doing it because the info you collect while answering these questions might actually make or break your business in 2025.
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- What are you known for?
What is your expertise? What are your values? What is your purpose?
When (your ideal customer) thinks of (a specific subject) they think of YOU. You'll know your customer's needs through your own actual lived experience. Be so clear that they think of you first. If you struggle to answer this, you can also go back to this post of Beyond the Buzz: The Multipassionate Problem.
Ways to find the answer:
- Self-reflection: List your skills, experiences, and achievements.
- Feedback from others: Ask clients, colleagues, and friends where they think you excel.
- Analyze your work: Look at the common themes and strengths in your past projects or products.
- Online presence: Review your social media, website, and testimonials to see what others highlight about you.
Questions to ask yourself:
- What do people often compliment you on?
- What skills or talents come naturally to you?
- What achievements are you most proud of?
- What do your colleagues or clients often ask for your help with?
- Who do you serve?
Define your ideal customer - everything about who they are, where you'll find them, what they struggle with, what they love, what they wish they had. This isn’t a project where you simply list their demographics, like age, where they live, how many kids they have and where they shop. No, that way of describing a customer avatar is the old way. The new way means we go much deeper, we poke around into the depths of their mind.
Examples of what you need to understand:
- What are their values, beliefs, dreams, etc. that are contributing to them being your ideal customer?
- What stage of life, socio-economic, geographic, or demographics are important to being able to know and understand your customer?
- What stage of their journey are they on relative to what you teach?Â
- How do they identify? How would they finish this statement: I am....
Focus on psychographics first, but you can include geographic and demographic attributes. It's possible that your offer could include different types of people with different interests, but the way they transform or get what they need from your offer will be nearly the same. Next list 10 very specific places you can find your ideal customer. Look for the less obvious answers to find your "hidden audience".
Ways to find the answer:
- Demographics: Define your audience based on age, gender, location, occupation, etc.
- Psychographics: Understand their interests, values, and lifestyle.
- Behavioral data: Analyze customer behaviors, buying patterns, and feedback.
- Customer personas: Create detailed profiles of your ideal customers.
Questions to ask yourself:
- Who benefits the most from your products or services?
- What are the common characteristics (age, gender, occupation, interests) of your best customers?
- What values and beliefs do they hold?
- How do they typically find you or learn about your offerings?
- What problem do you solve?
What deep desire, hope, dream or challenge do you fulfill for your customer?
It's ok to call this their problem. Without a problem to solve you don't have a viable business. What is causing the problem?
What is the transformation you hope to provide? What does their life look like before they work with you vs. after?
This is the key to connecting to your customer. They need to feel like you really understand them and what they are going through and that you can solve their problem or answer their desire.
Ways to find the answer:
- Surveys and interviews: Directly ask your audience about their challenges.
- Market research: Study industry reports and competitor offerings to identify common problems.
- Customer feedback: Review past feedback, complaints, and questions from your customers.
- Observation: Pay attention to online forums, social media discussions, and industry trends.
Questions to ask yourself:
- What common challenges or pain points do your customers have?
- What frustrations or obstacles do they encounter that your product/service addresses?
- What do your customers say they struggle with the most?
- What do they think they need to do to solve this problem that may be wrong or misunderstood?
- How do these problems impact their daily lives or businesses?
- How do you solve it?
What are your unique skills, ideas, experiences or processes that you can implement to help your customer get the results they’re searching for?
What do you currently teach or wish to be teaching your customer? What are the types of lessons, skills, wisdom and techniques that you usually share in your content, courses or workshops? Discuss what else you would love to add or change from what is commonly practiced that can help you put your own unique spin on it.
Ways to find the answer:
- Product/service analysis: Break down the features and benefits of what you offer.
- Case studies: Document how you have successfully solved problems for clients in the past.
- Customer testimonials: Use testimonials to highlight the effectiveness of your solutions.
- Unique methods: Identify any unique processes, tools, or strategies you use.
Questions to ask yourself:
- What are the key features and benefits of your products or services?
- How do you approach solving your customers’ problems that are different from typical solutions?
- What processes or techniques do you use that are particularly effective?
- Can you recall specific instances where your solution made a significant impact?
- What makes you stand out?
How will you differentiate from other businesses in your industry?
Don't just tell us what you do, but how you do it differently. This is your chance to zig when everyone else zags. This is your chance to define how you're different in a world full of sameness. Write about 3 unique points of view, rewrite it and write it again! You want them to say "I never thought of it that way!"
Ways to find the answer:
- Competitive analysis: Study your competitors to understand their strengths and weaknesses.
- Unique attributes: Identify any unique features, approaches, or values in your offering.
- Customer preferences: Understand what aspects of your service or product your customers appreciate the most.
- Personal branding: Leverage your personal story, values, and vision to create a distinctive brand.
Questions to ask yourself:
- What unique features or benefits do you offer that others don’t?
- What personal stories or experiences shape your approach and brand?
- How do your values and vision influence your business?
- What do your customers say they love most about you?
I hope this training was helpful. If you do the work and share it on Instagram or Threads, please tag me @kelleewynne
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