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To niche or not to niche?

Welcome to the latest episode of The Simply Smart Business Show. In this show, I’m talking about NICHING. It’s something I get asked about A LOT, so I felt like it deserved its own episode.

Listen to this episode here:

Niching brings so much confusion to small business owners, particularly when they’re starting out. It can seem far scarier than it really is, and there are actually a lot of different viewpoints on this.

I have to admit, mine is different from the norm. There are those that teach you that having an ideal customer avatar is a MUST. I don’t really buy into that. And I think the confusion often stops people from moving forwards altogether. And that’s annoying because you need to be moving forward. You just need to get yourself out there and be selling you stuff to make yourself successful.

It doesn’t matter the exact WHO you’re going to be targeting as long as you understand WHAT you’re doing.

Don’t get me wrong, you need to understand your people. You need to be aligned with them and their values and their needs… but you don’t need to pigeonhole them so much.

I’ve thought about this stuff quite a lot over the years, and I’ve always come out quite anti-niche. Well, I niche, but I niche around a different thing to most people. Instead of focusing in on who would want to buy my offer, and imagining up every element of their lives, I ask what problems my offer is solving instead.

I niche around the problems, the solutions and the transformations my offers bring. It’s so much easier! (And it works – I’ve never not been booked out.)

As time has gone on, I’ve niched even more tightly around the things I love doing – in particular, helping people grow a profitable business as quickly as possible, through the right strategy, the right mindset, the right action and the right marketing. This is what brings the right people my way – I’m talking about all these problems and the solutions I have for small business owners.

That’s not to say I’m 100% against niching around an audience. I think it’s particularly good for newbies when you’re just starting out with your business because it really helps you to focus. And if you’ve got that focus already, and you’ve worked out who you want to work with, that’s brilliant. I’m not saying that you should scrap that – it’s a great place to start.

And it’s totally fine to have a particular group of people that you’d prefer to work with, just don’t let it become restrictive. (Example: I love working with female business owners and single mums because they’re just like me, but that doesn’t mean I won’t work with men too.)

If you’re one of the people not feeling the niche audience thing, just niche around your offer instead. All you have to do with that is be super, super clear on the problems that you solve, the transformation that you create, the dreams that you bring to life.

Listen to this episode here:

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