Why Have a Niche?

When it comes to business particularly when you are starting out, you will often hear people talking about having a niche. If you’re like me then there will be a part of you that wants to resist having a niche. You probably feel you have much more to offer than just one thing and you enjoy variety and don’t want to be pigeonholed

What if we looked at this from a different perspective, and we choose to look at having a niche as our conversation starter. If we were to list all of the things that we can offer, potential clients can feel overwhelmed by choice. As a result not initiate that conversation with you to learn more. Manufactures have found this to be true which is why they only offer a limited number of flavours or varieties.

So, if we are looking at having a niche as the conversation starter, would it make sense for that niche to be something you really enjoy and are good at. Is it likely that the potential client will pick up on your energy, knowledge, and the love you have for your niche? If you have a broad niche and there were some things that you didn’t enjoy much. Is it likely that the potential client will pick up on that also? Research has found that 70% of all communication is nonverbal.

If you have ever played with a magnifying glass in the sun, you will understand the power of focusing. If the sun’s rays going through the magnifying glass are unfocused nothing occurs. If, however, you start focusing the sun’s rays coming through the magnifying glass into a point whatever is on the other side will start to heat up. If you keep on bringing the focus to a point on something like paper it will start smouldering and it eventually catches fire. A niche is that focal point for your business to help ignite conversations with potential clients.

What if I don’t know what my niche is? Well, if that is the case then start writing down a list of all the things you really don’t like doing on the left-hand side of a piece of paper. Then on the right-hand side write down what is for you is the exact opposite of what you have written on the left-hand side. Now scroll down what you have written on the right-hand side. You will see it’s what you love or at least like doing. Find the thing that excites you most. This is the starting point for you on what your niche is.

Some people know instantly what their niche is. However, for a large number of people, their niche evolves over time from where they started off. It is by not getting things right the first time that we learn. It’s when we don’t get things exactly right, we have the opportunity to learn and grow. So, if your niche evolves over time then I’d suggest taking the time to appreciate and celebrate all that you are learning as you become clearer and clearer on your niche.

Once you have your niche it’s not something that is necessarily set in stone. As you grow and evolve so might your niche. As the environment around is you never static your niche may also need to change in response. Allow yourself the flexibility for your niche to change. If we look to nature something like 90% of all species are extinct because they were not able to adapt. Have fun with your niche and enjoy where it takes you.