Over the past couple of weeks, I’ve been talking about how to actually get paying clients for your service-based, online business. (In fact, last week I even have an awesome free training on that very subject.)
In the first post, I talked about how, when it comes to booking clients, it’s absolutely essential that you get the word out about your business, boldly proclaiming your abilities and your dream to everyone who will listen.
That’s tough stuff, so I followed it up with my three-step plan for putting yourself out there in order to help you overcome the fear and doubt that might be holding you back.
Today, I want to take this whole conversation a giant step further by focusing on the idea of knowing, with as much certainty as possible, who exactly you want to help and how exactly you want to help them.
Why?
Because the more specific you are about these two things, the easier every other thing – from developing your products and services to marketing your business to the right people to consistently getting paying clients – will be!
Keep reading to learn a seriously valuable strategy that I use with my own paying clients, particularly in my Make It Work Online program.
To Niche or Not to Niche: There is No Question!
Do you know how many chairs there are for sale online?
Me neither, actually. (Bear with me … I swear I’m going somewhere with this!)
But I do know that if you want to buy one, you won’t get anywhere by just Googling “chair.” In order to avoid getting millions of mostly unhelpful results and find the perfect chair for your needs, you’re going to have to get more specific. “Leather chair” is a start. “Handmade leather armchair with matching ottoman” is even better.
And furniture makers/sellers know this, which is why they create and market their products as specifically as possible. Think about the alternative: someone who only makes and sells a product called “chair” that is so basic, it defies description and solves no need in particular.
No way is that gonna sell!
The same holds true for your online, service-based business – it’s best to be as specific as possible when determining who you want to help and how. I feel so strongly about this, in fact, that I’m going to draw a line in the sand right now…
Click to TweetCarving out a niche of some kind for your business is ALWAYS going to be the right move.I know this is a controversial thing to say, and there are probably plenty of successful non-specialist nutritionists, photographers, life coaches, etc. out there just itching to prove me wrong. (In fact, if you’re one of them, I’d love to hear from you in the comments so we can all learn from you! That’s a tough feat you’ve accomplished!)
Can solopreneurs who don’t choose a niche make money? Absolutely! But it’s WAY harder for them to do so because marketing an unspecific business to a general, super broad audience is an uphill battle they’d be better off not fighting in the first place.
If you know the squirmy, on-the-spot feeling of answering “So, what do you do?” question with “I’m a [insert vague job title here]”, you know how the non-niche business owner feels ALL THE TIME.
Being able to respond to that dreaded question with a confident, specific description of what you do instead of a loaded word that means nothing makes all the difference, and you can only do that if you choose a niche to work within.
Niche as Far as You Can… Then Go a Tad Further!
Niches are all about degrees of niche-ness. When I coach clients on this issue, I always have them choose the specific area they are certain they want to specialize in, and then I push them a tad further.
It’s great to know, for example, that you want to be a career coach. However, you’ll get a lot further in your business a lot faster if you know the age range, gender, stage of life, education level, industry, etc. of the people you want to work with (bonus points if you know how exactly you want to coach them).
If you think about it carefully, you may identify a passion for working with young women who are just finishing college and may not know what next steps they should take to reach their ultimate career goals.
And if you push yourself a little more, you may realize you might like to work with women who want to become future leaders. That’s the tad more – go with it! Just think how easy it would be to develop products and services around that niche, and how focused you can be in finding your audience.
Click to TweetThat, my friend, is how niching makes business so much easier. And the more specific the niche, the better off you’ll be when it comes to marketing and selling.Now, I would never push someone to niche beyond their comfort level. You can’t “fake” a niche you’re not ready for, so only niche down as far as your best guess will allow. (I like to shoot for 80% certainty since you can rarely be 100% sure, but do whatever you’re comfortable with.)
And don’t worry about getting stuck in a particular niche forever. This is a really common fear, but also a totally unnecessary one.
The truth is you have complete control of your online business, and that means you can tweak, broaden, retarget, or otherwise change your niche at any time. You can even switch businesses altogether – why the hell not? I’ve certainly changed my focus several times over the past six and half years, always after I’ve realized something wasn’t working and took my next best guess.
A niche is not a black hole, sucking you and your business in with no hope of escape. It’s more like the spaceship – a vehicle that allows you to explore other worlds at your will! Tweet that!
Can You Make This Strategy Work for Your Business?
Here it is. This is the strategy I use to coach my paying clients through the process of finding their niche:
- Start with what your best guess, pushing it as far as you are comfortable.
- Stick with it for a while, developing services and using practical marketing strategies to grow your business and get clients.
- Reassess whether you’re happy and finding success working within this niche.
- Evolve when and how you need to.
So what do you think? Can you apply this strategy to finding a niche for your business? Is there anything stopping you from making this work for you? Whether you’ve already found your perfect niche or are still trying to hone in on one, I’d love to hear from you!
Let’s Talk!
Tell me in the comments…
What is your niche, and are you happy with it?
Can you take your niche any further?
If you are still working quite broadly, what is keeping you from choosing a niche?
How can I help you? Put your questions or concerns down in the comments, and I’ll answer them all personally!
” I help stressed-out women, who hate the gym, to enjoy exercising as a sexy devotional practice.”
hmmm, did I take that too far?
Maybe, maybe not. I have a question for you to help us figure it out. Would your target clients say (before they work with you), “I want my exercise to be a sexy devotional practice”? Or is that something they realize after they work with you?
Ahh! Yes, it is something they realize AFTER working with me!
Take 2:
“I help stressed-out, spiritual women to finally prioritize their own well-being and health and enjoy exercise for a change.”
Nice adjustment! It’s SOOO important to remember their “before” words and their “after” words. Because the after words won’t sell! But the before words do.
The change you made makes all the difference. Now, remember what you did here and make sure all of the copy on your website talks to the “before” women. Your offers, your opt-in, your blogs, etc. That’s when things really start to click into place.
I’d keep the word “sexy,” though, and maybe replace “devotional” with “spiritual.” I am ABSOLUTELY your target audience (just popped your site open in another tab because I’m interested in what you just offered there) and I was grabbed specifically because you implied that you could help me take something uncomfortable and tedious and turn it into something sexy and meaningful.
I help moms ready to turn their blogging hobby into a home-based biz. I see these moms, where I was at years back, but don’t know how to describe them with words. Creative, blogging mostly to document their kids’ growing up but morphed into something deeper, natural, kinda granola-y but now want to work from home using their blogging as their platform. Some qualitative words that come up are ‘creative, crunchy mamas’ but that doesn’t quite fit either.
I think you have the words, Kathy.
“Creative, blogging mostly to document their kids’ growing up but it morphed into something deeper…” I know exactly the kinds of women you’re talking about when you say that!
Wondering how I’m doing on this…
I am a coach for high-achieving professional women between 30 and 45 who are struggling with stress, overwhelm and the need to be all things to all people. Through my six-session coaching program, I help them understand and manage their stress and overwhelm, set goals based on what they really want in their lives, and get super productive about achieving those goals.
Looking at this I see that your niche is high-achieving professional women who are dealing with a lot of stress. If you want to take it further (and I think you can), look at what makes them unique.
You say, “I help them understand and manage their stress and overwhelm, set goals based on what they really want in their lives, and get super productive about achieving those goals.” But those probably aren’t the words THEY would use to describe what they want. What words would they use? Insert those into the second half, and you’ll have a next level of specificity that will definitely make your target clients say, “Yes! That’s me! I need you!” 🙂
Thanks for the feedback. I’m thinking they would say they want to ditch their stress, get more done, and enjoy their lives again. Closer?
Well that sounds like everyday person language to me, so you’re definitely closer! This is where I tell my clients that they have to know their clients words. You’re in the clear of jargon, so the next step is to verify that this really is exactly what your clients want. Nice work!
I help conscious women go from Resistance to Flow.
I’ve been wondering for awhile if I need to niche more, but I’m not exactly clear how, as my clients & students come to me for business, life, relationships. It’s more about ‘finding your Flow’ (and overcoming the big R of resistance), than what the flow is in, if that makes sense.
I’d love to hear your thoughts on this, Jenny, as I think I might be chasing my own tail, lol.
This is a good one, Stacie, because you’ve got definite room for improvement. I talk a lot about using jargon, and “going from resistance to flow is definitely that.” Check out #1 here: https://jennyshih.com/2015/05/3-mistakes-all-newbies-make/
What would YOUR PEOPLE say THEY want in THEIR words? Those are the words that will convey what you do and clarify your niche. “Resistance to flow” — those are your words. Does that make sense?
My private clients are sensitive perfectionists who alternate between binging, eating well, trying out new diets, and feeling fabulous or like total crap. They know it’s likely much deeper than just food, but to start we let go of diet drama. In place of the drama, we create and stick to better habits (including with food). Next thing you know, they’re in the flow with plenty of energy and clarity. Voila! Suddenly life starts sorting itself with upgraded relationships, wellbeing, finances, and even spiritual connection.
My other specialty is sharing these skills with established wellness educators and new raw food teachers.
Any thoughts on this? It feels like it’s too specific, but this is the pattern! The other detail is that my ideal clients often have seen SOME success with food but then have a pattern of self-sabotage that comes back up. They often want to coach others but can’t seem to get their act straight consistently. So it’s like coaching the coach!! Seems like two different niches, but there is a surprising amount of overlap!
I definitely don’t think you’re too specific! I thin some of the language you’re using is a bit jargony (but not too bad!). Like we talked about on the webinar yesterday, it’s so important to get in their heads with the words they use to describe their situation and their desires.
I’ll keep playing with it… I knew intuitively when writing this to share that I needed to tone down the jargon. This is better than usual! Thanks for the feedback!
“I help ambitious people accelerate their results by programming their subconscious mind for success.”
Too generic?
My online target market is budding entrepreneurs and I help them cut the negative self talk, insecurity and fear so they can actually DO the things they know they need to do to make their business successful.
I have been reluctant to niche down that specifically on my website because I didn’t want to turn away any potential clients I meet at real-life networking events, as they may not be entrepreneurs.
Good start, Tamara! I wouldn’t say it’s too generic but I would say it’s not super clear. There’s a bit of jargon in there because everyday people don’t walk around thinking to themselves, “I want to accelerate my results by programming my subconscious mind for success.”
These clients of yours, what are they saying to themselves in their heads about what they want? Start there, then see if you can get a tad more specific.
I promise you that niching will not turn away clients. I love to tell the story of one of the first coaches I hired. She specialized in women with pelvic pain (and it was very clear that she did so on her site), and I didn’t have pelvic pain. However, I felt really drawn to coach with her, and she was the exact right coach for me at that time.
Your people will feel you through your site even if they feel drawn to work with you even if it doesn’t fit perfect what you describe. However, if you aren’t clear, you’ll miss all the people who you could help with your work.
Thanks so much for your feedback Jenny.
You’re so right – that might be what I do, but my clients totally don’t use those words! they’re actually a lot more general.They use phrases like “get the mindset stuff sorted” and “help me unblock and break through so I can bring my business to a new level” (these are from actual conversations I uncovered while listening (ok, lurking) on FB). And when I’ve actually asked what they would like (if I could wave a magic wand and get into their head) they reply with things like “remove my caution factor” and “fear of not being enough” and “release my issues surrounding money and charging what my work is worth”.
Would something like this be better: “I can help you sort out your mindset so you can overcome the fear, remove the caution, release your issues around money, and finally charge what you’re work is worth!”
Definitely closer!! Your next step is to analyze each word you’re using (super challenging but totally worth it). For example, would they say to themselves, “I want to remove caution”? Would they say, “I want to release my issues around money”? Maybe, maybe not! Like I just wrote to Leslie above, this is where you have to get even more intimate with your clients’ language and see — and use — exactly what they’re saying. You’re definitely closer, so now see if there are any final tweaks to be made, make them, and you’ll nail it. Great work!
As always, great advice Jenny!
This is so timely! When I started my business, I thought I had my niche nailed down, and I’m starting to realize it was still too broad. So I’ve been paying closer attention to who my clients are, who reads and comments on Facebook, and although I plan to do some reaching out and engagement to find out more about the community of women I’m trying to reach….
I help adventurous, soulful mothers (and mothers-to-be) to rock big changes in their lives with confidence. (in my words, I’m a doula and life coach who helps women transition into parenthood, a new career, a new relationship status or even just a more fulfilling life. My ideal clients are pretty granola-y, yoga/outdoors-loving 20-30 something mamas who are seekers of self-actualization through conscious parenting, travel, adventure, and meaningful work).
(okay, cool…this is the first way I’ve really phrased it like this…starting to get more clarity…what do you think, Jenny?)
Niches do take a journey to discover, and I’m happy for you that you’re getting closer!
As far as describing who you serve, it always boils down to THEIR language. Would your clients say, “I’m an adventurous, soulful mother”? Would they say, “I want to rock big changes in my life with confidence”? Their words are the key to nailing it (and you’d know that better than me since they’re your peeps).
What do you think?
Thanks Jenny. I have two niches – and after reading this I’ve realised that one is super clear – (new writers who want to learn how to write screenplays) but the other (businesses who need their people to be better at creative thinking) needs further definition. They’re very different. I’ve thought a lot over the last two years about focusing on just one or another but both business strands make money so instead I’ve stuck with building both – with modest success. Which is so great except that I’m working waaay too hard for the results I’m getting. This article has really helped me realise that thinking more deeply about who my clients are will help direct me to what I offer them and how.
Great insights, Kathryn. I agree — your first one is super clear and the second is rather vague. You’re right that getting more clear on your clients (who they are, what they want, the words they’re using) will help a ton!
Thanks Jenny!
Here is my present version (out of I don’t how how many that I’ve written and discarded!):
I help managers and teams working in an intercultural environment to obtain the results you need. You will better understand what differences in culture can hold back your project, how to manage the differences, and still work in a way that is efficient for you.
Help! And thank you in advance for any advice that might help me get this “right”!
I’d love to see you get WAY MORE SPECIFIC. What are the “results you need”? What are the words they use to describe it?
You want to put it as a “They” statement. Eg, “They want to understand what differences….”
But then also, what happens when they “understand…”? What result do they want from that?
OK, I’ll get working on those. I don’t know what words they use to describe it because I’m new to this, but I’ll dig around and find out–ask another coach I know who does something similar. I might have to work on the “result” word and change it. Each project is different, so the results will be according to what objectives are set by the managers. I’ll work on that too. I sooooo need a place to start working on. Thank you 🙂
I love how open to feedback you are, Laurie! Yes, although on the surface the problems are all different, if you dig underneath enough, you will find a common thread they all relate to. When you find that, you’ve nailed it. Happy researching!
Right, that makes sense to me. If I use my Master’s Degree students as an indication of what I might find in-company (when I get some!!!), I think the common thread that they related to was becoming interculturally competent, or how to become interculturally competent, or how to communicate competently in intercultural situations. Hmmmm, let me work on this for a bit…my brain is spinning and I have to let it settle before I can see clearly :-).
This is perfect timing for me. I need to refine my niche before I put my website back on line. My work focus is connecting, healing and living from the heart. This is something everyone wants at any age but I am thinking of making my niche – my target – people who are not working or working part-time and looking to increase their enthusiasm and energize their lives with authentic inspiration, meaning and purpose.
Great start, Denise. Keep refining and getting more and more specific. The narrower you go, the easier it will be for people to find (and hire) you!
Hi Jenny,
I don’t know what happened to my response but it is not here :-). So I will try again.
1. I teach Mind-Body-Heart health to people 50+
2. I help people plan their’ 3rd act’ (50+ ) to be heartfelt, fun, meaningful and healthy (and/ or lucrative)
3.I teach mindfulness practices to the retired or semi-retired looking for a meaningful or authentic way to live and enjoy every day
Niche – Women 50+ who have difficulty losing weight. As a health and nutrition coach, I learned that most weight issues start with emotional ones. This seems like a narrower niche to target to offer what I both nutrition assistance and emotional release to live happier, healthier more purposeful lives. Makes sense?
So, this is the niche I have thought and my first time leave a comment here, hoping I am putting this on the right place. I want to help heavily-hearted people diagnosed with cancer to be more socially active. I will help them to do fun activities on line and share them nutritious recipes. I am seeing them as myself that needs to communicate with people of same feelings, people who refused chemo therapy, but have positive outlook finding means to enliven spirit through comfortable and lively communications. May I ask for help to put this in better words. I am still on the process of building my DYI website. Thanks a lot.
You’ve got a good start, Evelyn. The next thing you want to do is turn it around from what YOU do to what THEY want. This little tweak makes all the difference. You can read more about it here: https://jennyshih.com/2016/11/thing-need-bring-steady-flow-new-clients-consistent-income-month-month/#comments
Hi Jenny,
Thanks so much for all of your great resources! Would love your feedback on my niche: I help professionals & entrepreneurs grow professionally (whether that’s starting a new career, starting a business, or increasing their revenue) by helping them get unstuck and expand into their next level of success. I am passionate about this work but question whether it’s a little too broad to really resonate with my audience. Would love your thoughts!
You’re off to a good start! “Get unstuck” and “expand into their next level of success” are a tad generic—most professionals looking to grow would relate to that. What makes your people particularly unique in this area? See if you can fine-tune that.
Hi!! well I have been carrying around ideas and am overloaded! I presently work with new entrepreneurs and small business owners on all aspects of business building, focusing primarily on the who are your customers, and why you are doing what you are doing and why do you think they are your customer and how do you keep your customer, and other areas. What I am thinking is customer service coaching??? I could say small business coaching but need a more specific area to focus so why I thought customer service, customer retention. But coming up with the catch?? Working with small business and solo preneurs to help you find your customers??? ugghh or to redefine ?
Definitely sounds like you have some confusion there—and that’s pretty normal when we’re just starting out! Instead of worry about what it sounds like or what the catch is, start with the most important thing to consider: What YOU would LOVE LOVE LOVE to do!
Think about the work you’d love to do most, the people you’d love to serve, and what results you’d like to provide. Nail that first, then think through the other details next.
Yes! ok so I love working with new and existing entrepreneurs because I come from exactly that background, small business. I currently work with these people in my ‘day” job at the moment. I’m thinking out loud as I’m typing, the common thread is I really help them figure out, ironically, their own clarity of their business, what they want to do and who they want to serve, what problem are they solving. ????? So the results, I have experienced thus far is people have tweaked and looked at their business through different eyes and mindset by me simply asking the questions. am I getting this????
Sounds like you’re moving in the right direction. It also sounds like you have ideas by “typing it out,” so spend some time doing just that. Often these things come with some thinking and playing and tweaking and musing. Get as close as you can, then try your idea on with a few folks for free to see how it feels. Clarity comes from taking action!
I have struggled and changed niches many times now, but here’s where I am at right now: I help exhausted and overwhelmed moms ditch the extra weight and mom guilt using proven strategies to increase energy, improve self confidence and overall mood levels, while providing them more time to spend with the ones they love.