Niching Done Right vs Niching Gone Wrong Plus the missing piece to your niche

By Jennifer Hall | Business Alignment

Apr 01

Niching right down & getting seriously specific on who and how your products benefit certain individuals continues to be a pivotal factor in the incredible success both myself and my clients have in converting their own clients with absolute ease. It's the first step to business success and will never cease to be.

When you talk to everyone, you talk to no one.

Most (not all), but most business owners know this but not that many truly embrace it. The fear of cutting out potential buyers is real!

The thing is, you DO NOT have to turn people away if you want to and can help them. But in order to attract potential buyers who are happy to pay your price point, they need to know how it's going to benefit them specifically, that it was designed with them in mind and that you're an expert in helping people just like them. The trust, impact and connection you build when you get specific is second to none.

However, there are those that embrace niching because they know it is essential to being heard in their noisy market...

But here is when it can go horribly wrong...

1. A lot of people get confused and think that carving out a niche is about being specific on WHAT they do. Whilst what you do definitely comes into it and really helps you become KNOWN in the market for something specific. But by using the 'what' as the driving thought process behind niching you end up creating products/packages that don't sell because they're created without taking into account a specific person.

2. A lot of entrepreneurs make the mistake in thinking that niching is about being different and that by niching it helps you to stand out. So they recreate themselves as something so super special but so ambiguous people fail to understand who it is they help and in layman's terms what it is they actually do and how it's of benefit.

True Niching = getting really specific on an individual who has specific problems or desires.


Niching doesn't help you to stand out as such, it helps your messaging connect with people, it builds trust and draws attention for all the right reasons. 

When you come from it at the angle of helping a particular individual you create products that are ideal for that person that are centred around their specific desires, problems and needs. You create stuff that sells. It sells because you're providing solutions. 

This is '3rd Layer Clarity' - this is the kind of clarity you need to have in order to convert prospects with ease. 

The market is saturated, it doesn't matter how much you specialise in helping a particular person with something really specific there will always be people doing something similar if not the same as you. Being different to your competitors is about finding a NEW WAY, creating a 'Unique Magic Bullet', a solution that makes total sense to your ideal prospects that they hadn't thought of before. It's the epiphany moment that you deliver that gives them renewed hope that they can finally achieve what they wanted. Asides from your wonderful personality, this is what provides the irrefutable and compelling evidence that YOU are the only person they want to help them.

Yes you can create demand for a product but it still has to be connected to a genuine core desire in a REAL LIFE individual.

Create new solutions to real problems for genuine people and you're onto something successful.

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About the Author

Jen Hall is Business Clarity Coach for Coaches, Consultants & Experts who want to become Unrivalled Go-To Experts. Jen not only gets you clear on your micro-niche, message and what makes you unique and desirable, but she helps you to define what makes you an irrefutable offer to the market so you can position yourself as a high-end 'must have' option for your prospects. She is a Multi-Award Winning Speaker and Best Selling Author of Expert Unrivalled.

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