How to Create Your Niche To Stand Out

How to Create Your Niche To Stand Out

Niching down and getting crystal clear on your messaging attracts your ideal clients, builds your brand, and allows you to run a fulfilling and profitable business — not to mention saving you a heap of time and money.

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Sarah Skraban

Aug 31, 2017

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When you first start out in your field, you want to help everyone.

You may have just earned a degree or certification, or you’ve read every book and knuckled down to some serious research. Either way, you have all this knowledge that’s ready to be put to use.

While you quite possibly COULD help everyone — you shouldn’t… at least not for long.

Helping anyone and everyone will slow your progress in your business. You will spend hours creating custom programs and lessons for very different clients — and less time actually getting paid to work with clients.

When you can help similar people with similar problems, you do not have to constantly create new content.

If you are just starting out, niching down may seem unwise because you will be turning away potential clients — and income.

But being afraid to niche down and being unsure which niche to choose are two very different things. However, the answer to both quandaries is the same: Niche down anyway! There is no secret to success here. Niching down and getting really clear on your messaging just works.

Afraid to niche down?

If you were having chest pains, would you rather see your family doctor or a cardiologist? Narrowing down your niche allows you to be seen as an expert in your field and attract your ideal clients.

Niching down means you get to work with clients that you truly enjoy helping — therefore your “job” is fun and exciting.

Your business should NOT be all things to all people. You can be good or mediocre at many things, but you cannot be the go-to expert in everything. There are literally just not enough hours in the day.

Unsure which niche to choose?

If you are unsure what kind of clients you want to work with then, by all means, dabble in a little of everything. You will start to see a pattern of people who are attracted to you and the clients you enjoy working with.

For example, I have worked with a wide variety of clients in a private health club. From kids, to 30-year-old moms who like to be pushed, to 50-year-old men who want to improve their golf game, to 70+ year olds who just like to keep moving and enjoy the guidance.

Golf is big where I work, but I do not enjoy it. When I first started, I spent hours upon hours creating golf-specific programs for various clients. It was exhausting and stressful. While it was a great learning experience, I now know that working with women in their 30s and 40s who want to live an overall healthy life and youth athletes bring me the most joy. And that is where I spend most of my time and effort.

And, here is the really cool thing about running your own business, it is your job to try different things and see what works! So, even if you choose a niche at first, you can always refine it and change it later as you grow.

Niching down allows you to get crystal clear in your business

Once you niche down, you can stop guessing what your ideal client wants and start to KNOW what they need!

Understanding your ideal clients enables you to talk directly to them and build your brand. People like to feel a connection. They want to be able to relate to you.

When you get clear on your mission and purpose, your passion will shine through and you will connect with those clients who resonate with you. Those are the people you want to connect with. They are the ones who will buy from you.

Your story and personality won’t appeal to everyone — and, while sometimes a hard pill to swallow, this will save you time (and money) in the end.

If you are trying to talk to everyone, people will overlook you.

Niching down simplifies your business

Once you define your ideal client, what he/she is struggling with, and how you can solve that struggle — your business becomes very streamlined.

You now have similar clients with similar struggles and you have a go-to solution to their problems.

Sure, there may be layers inside your niche and spin-offs to the struggles, but once you create a signature program, product, or lesson plan, it only has to be slightly tweaked and improved on as you go.

The importance of creating a signature offering

A signature program or offering is one amazing piece of material that offers a solution to a problem for a very specific group of people. It could be a course, plan, product, etc.

If you focus on making one or two AMAZING signature offerings, this allows you to spend more time creating quality content within that offering versus just pumping out a bunch of mediocre content on a variety of topics.

It will also save you time because you do not have to recreate the wheel for every new client.

And, since your signature offering is your “baby”, you put all your research, resources, and effort into making it really great — which allows you to get referrals, build an amazing brand, and charge more as you attract premium clients.

In conclusion

There is no secret to success. Niching down works. Stop trying to be everything to everybody.

It’s OK to change course and direction in your business — in fact, you should! If we are not growing, we are standing still. And if we are in the same place now as when we very first started, our businesses will never be successful. Keep learning. Keep trying things. And keep making your products or services BETTER.

Niching down will allow you to run a fulfilling and profitable business versus a stressful and hectic one.

Sarah is a personal trainer, Fitness Director at a private club, mother, and writer behind The Fit Niche. She helps fitness and wellness entrepreneurs work smarter (not longer!) and grow their businesses — without breaking the bank! She also runs a free Facebook Groups called Fitness Biz + Blog Mastermind Community. You can find her on Facebook, Twitter, Pinterest and Instagram.