To attract ideal clients, your marketing messages must be crystal clear and they must stand out. One way to do that is to create a niche for your business.
You cannot afford to be humdrum or the same as everybody else.
As author Tom McKaskill wrote in his book Make Millions from Your Business: 101 Tips For Success: “Far too often entrepreneurs chase the obvious, which simply puts them in the way of competitors. If they do little to differentiate themselves they are forced to compete on price, [thus] reducing margins and putting themselves at risk.”
It’s easier to stand out from the pack and make prospective clients take notice of what you have to offer if you have an expertise or niche.
Advantages of creating a niche
Many business owners fear that giving their business a niche focus will exclude potential clients and opportunities. Actually, the exact opposite is true. When you niche properly and let people know about your new focus, you attract more ideal clients. Other benefits include:
• Your marketing message becomes crystal clear.
• Your marketing plan is much easier (and much cheaper), as your exact market is more easily identified and located.
• People perceive you as an expert (and businesspeople seek out experts).
• You will get a lot more referrals than generalists do.
• Strategic alliance partners seek you out.
• You can charge more because you’re no longer competing with the masses.
• You get sought out by the media for comments on issues (the media relies on experts).
• It becomes easier to get speaking engagements talking on your expertise.
Finding your niche
Rather than identifying a gap in the market and re-packaging your business to fit – find the niche that already exists within your business.
Your niche can be a type of situation you’re solving or a type of person you work with. Or it can be both.
Use your niche to attract ideal clients
Once you’ve identified your niche, your ideal clients become easier to identify. In many cases, your ideal client will be similar to you before you found your business niche.
A person in the position you used to be in will be hungry for solutions. They’ll trust you faster than they would the average Joe, and will look to you as their problem solver before anyone else.
Your transition from generalist to niche expert will form part of a compelling story that will become a major catalyst in attracting clients.
Telling the story of your business gives you the opportunity to walk a client through the journey from problem to solution, allowing them to project themselves into your story. In person and in your written marketing materials, talk about the struggles you encountered, what you did to get over those, how your situation has improved and how you can help the client achieve the same solution. If they relate to your story, and reach the same conclusion you yourself drew – right there, on the spot, they will choose to be your client.
Finding your business niche helps to pinpoint your ideal clients, enabling you to tailor your marketing messages and enjoy a more purposeful and prosperous business.
Has creating a niche helped you attract more ideal clients?
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For more from Deborah Jackson, head to www.flyingsolo.com.au, Australia’s community for solo and micro business owners.