Okay so big question for you. Are you multi-passionate? Do you have trouble narrowing down your focus? Do you feel like you have a million different interests and loves for business and you want to do them all? Maybe you’re currently not super focused on what you sell or offer, and you’re wondering WHY the heck you’re not making sales or getting booked as much as you would want. Well… we’re about to chat ALL things niche marketing in business, why we SOOO strongly believe you HAVE to pick a niche in your business, HOW to go about choosing between multiple passions/interests, and lots more! So buckle up cause we’re shooting it to ya straight! Time to get clear and focused on who you serve and what you offer! 

Picking a Niche 

You’ve probably heard us talk in past episodes around the topic of niching down. Yet we haven’t done an episode fully on WHY honing in on one thing in your business is important. 

We’re firm believers that you will grow faster and farther if you focus on ONE type of business and serving ONE customer versus being a jack of all trades.

Do I have to pick a niche right away?!

No, play around. Especially if you don’t have clarity on the niche you want to go into. Experiment. When you play around and allow yourself to experiment, it gives you the freedom to find the thing that lights you up the most. See what lights your creativity, what you do WELL, and what people are needing. Then narrow down your focus, eliminate the distractions, and NICHE DOWN.

You don’t have to do it right away unless you already IMMEDIATELY know your niche. But, the experimentation and trial phase shouldn’t last forever. If you are a ways into the business and juggling all different niches you need to start narrowing down. It is important to hone down on one specific market and person that you are serving and selling to. 

When we both started getting into business with photography, we experimented with different types – seniors, couples, families, etc.. and eventually landed on the one that we were best at and made us love our job the most – our niche.

Why is it even important to pick a niche? I’m multi-passionate and love too many things.

To attract clients the best, you HAVE to speak DIRECTLY to them and focus on clear, concise messaging. If you’re speaking to too many people and too many things the message won’t land clearly and they won’t book you. 

If you are speaking to everybody you are actually speaking to no one. 

If there is a billboard on the side of the road that says something generic you will probably not notice it, but if it is speaking directly to who you are as a person. Saying “Hey are you a tired mom?” you will pay more attention to it because it is speaking to who you are. 

Put yourself in your ideal customer shoes, two examples:

• Photography Example: Say a bride is searching for a photographer and stumbles upon a photographer’s site and there’s pages, tabs, portfolio for newborns, seniors, weddings, and families. Sure weddings are in there, but the way you write to hit a pain point of a senior in high school is DRASTICALLY different than how you talk to a woman who’s planning her wedding. If your website is not speaking directly to her and speaking to her pain point, she won’t want to book you.
• Now take the same bride, she stumbles upon a boutique photographer website that specializes in the exact type of wedding she’s planning. NOW all the copy, the photos, everything about that photographer’s page is speaking DIRECTLY TO HER needs. 

When we have clear messaging speaking directly to a specific person, showing them how our product or service solves a very specific problem they have – BOOM! You’re going to get a sale. Marketing is that simple, but we have to narrow down our focus to get there.

You can create multiple brands or companies for different niches. We have friends in the photography industry who are specialized in couples and weddings and then created a separate brand for seniors because they love doing senior portraits. That is important to recognize, you can create multiple brands if you need to and can diversify. 

Your brand has to speak to the person you are serving and you can’t serve everyone. It is knowing who you are serving, how you can solve their problems, and make their life better. 

How do I choose my niche?!

1. Pay attention to what clients and work sets your soul on fire. It might be a few things at first and that’s okay! Just take note of the things you love and not just the things that make you money. 
2. Ask yourself these questions:
   1. Who can I serve BEST?
   2. Who is needing what I have to offer?
   3. What gets me so excited I can’t sleep (okay maybe a bit extreme but you get the point: where does your passion lie)

You want to focus on positioning yourself in business in those three areas, where your skills align, where there is a need in the market, and what you are passionate about. 

The Big Takeaways!

The biggest thing with all of this though: experiment! Test things out. Try serving all the different niches and pay attention to who you’re serving BEST, most frequently, and what sparks your passion. You’ll figure it out as you go!!!

 

 

 

Episode Links

www.theheartuniversity.com/guide-freebie

 

www.theheartuniversity.com/challenge

 

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