August 18, 2008

You Can't Niche a Little

Sometimes solo-professionals discover their niche, and then suddenly choose to dilute their new message and go back to what’s more familiar.

That is, the “uncomfortable familiarity” of marketing their services the same way to the same people who don’t really want or can afford what they offer.

I call this the “niche-ing a little syndrome.”

It’s when a service professional has discovered a profitable, easy-to-reach market to serve that is also aligned with their values, but then starts to chip away at their unique message so that it’s no longer distinctive.

Unfortunately, when you do this, you might as well not bother niche-ing.

Because niche-ing a little really doesn’t work.

It’s like exercising a little here and there and expecting to become physically fit.

Or eating a salad once in a while instead of eating healthfully at each meal and expecting to reach a healthy weight.

One way creates wellness, another way helps you just get by.

Now that you're aware of this funny little syndrome… you can set up your environment to move you past what’s familiar and toward a more profitable and enjoyable business model.

Here's one way to do this…

Boldly claim your niche and keep your focus on the difference your services make for your niche market rather than how you think it makes you look.

Instead, think about what’s at stake for your choice client.

Think of your service as a cause that you are here to serve and you're just the messenger.

This will remove the focus off you, your fears and your worries about what other people think.

And this will give you the courage to market consistently, step into your niche and own it.

Remember that there are people who will ONLY be able to learn what you teach from YOU. (No matter how many other professionals do similar work)

Understanding all of this will give you the courage to take a stand for your clients and get out there like your life depends on it.

And once and for all, become recognized as the go-to person for your chosen niche.

Here’s to boldly claiming your niche market.

Karin

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Filed under Blog, Business Inspiration, Honing Your Message, Stand for Something by Karin