“A narrow street is only as wide as the person that walks down it” - Anthony Hincks
Most people think that if you go “too niche”, you won’t reach anyone. Whereas the truth is, it will help you reach more of the people you want to connect with. Those that say otherwise are simply walking their own path with their own thoughts, beliefs and opinions which are different to yours.
Of course, when you're starting out, you don’t want to cut yourself off from potential income but there can be a balance. You're not chasing anybody and everybody but can be open to helping those who may not fall directly into that niche. If they come to you and you can genuinely help them, then do. All the while, you’re still speaking the language of your niche and marketing directly to them. With all that being said, why should you even have a “niche”? Well, let me tell you.
1. Find your people
By understanding who it is you’re trying to reach, you will know where it is that you can find them. You will know which social media platform they’re most likely to use. You will know their interests, hobbies and what in-person social groups they may be a part of. Even if you have some of your ideal clients in your facility already, ask them these questions as it better enables you to find more people like them. Once you're in with a group of them, you will be able to get referrals, introductions and new customers by simply knowing and caring about who they are. You can be the place that your niche gathers and by facilitating this you build a bond with that community.
2. Become the expert that niche needs
Let me put it this way. If you had to go for surgery on your heart tomorrow and you had the choice of the heart specialist or the general surgeon, which would you choose? No doubt that you put your trust in the specialist because they focus solely on the best possible result in that particular area. You assume their knowledge to be better, their results to be better and yes, their price to be higher. This simply comes with the territory, there are some differences in pricing models. For example you can afford to charge a little more if you are the only one filling that niche in your area. This means that you can make a very good living off less customers.
3. Know what your niche needs to grow
If you’re speaking to everyone, you're speaking to no one. Communicating clearly to your ideal customer means everything. Use their language to break down barriers. Highlight the specific pain points they struggle with. Provide the perfect solution for them. If they feel your marketing is speaking to them, they are more likely to click on your link or look into your offering more. This has the added benefit of putting you at the centre of all this niche’s activities. You become the go to place for everyone in this community and that is invaluable!
4. Laser focus on operations and result
What would your business look like if you solely focused on providing one specific result for customers? Instead of trying to offer kids classes, a golf program, athletic performance programs etc… Offer one singular high-end program. By honing in on one thing, your coaching, your business, your results and your bottom line will be better. By focusing on one goal your resources can all be pooled towards it and you will see much faster results than spreading yourself across multiple goals.
5. Be a specialist not a generalist
As I mentioned earlier, the price of specialist knowledge is higher than that of generalists. Customers these days want great, fast results (relative to the target result) and are willing to pay a premium for them. By having a laser-focused process, you can guarantee the customer the result they desire because all of your energy and effort is now solely to help people achieve that particular result. Hopefully, it’s clear now why it’s so important to nail your niche. From enjoying your work more to charging your worth, nailing down your niche can help you do it.
One last thing…
I hope you enjoyed reading this piece and it helped you out! If you have any questions you can reach me at Shane@legitfit.com or if you want to learn more about us you can book in a free product walkthrough with a member of our team below!