I think many solopreneurs try to be everything to everyone.

Maybe it’s our “can do” attitude, our desire to please, and/or our fear of losing out. However, when you create a narrow niche it actually makes you stand out in the marketplace!

Interestingly enough, Merriam-Webster defines the word niche as a specialized market, and a place, employment, status, or activity for which a person or thing is best fitted.

In this article, we spoke about targeting your ideal client. Honing in on your specialty is equally as important. When we try to appeal to everyone, it can end up turning everyone off. Striving to connect deeply to a specific market attracts your perfect buyer. It allows you to tailor your message, brand, and promise. When you put yourself in the mind of the client and then address the most important questions they may have, it will feel as if you are speaking directly to them. This type of alignment has the potential to grow your audience much faster than a “general message” and lends itself to cultivating a dedicated fan base.

I’m always observing businesses.

For the last several years, I took note of a local healer/therapist in my area. In the beginning, her message was sweet, broad, and offered general therapy.

Later on, there was a shift.

She narrowed her niche and focused on relieving anxiety – a very specific pain point. Being ultra-clear about her promise to help people “learn how to eliminate anxiety” has allowed her to speak directly to her ideal client, simplify her blog and podcast topics to one specific category, increase her search engine optimization opportunities, and even write a 5-star book on the subject. Her business has clearly grown after zoning in on her specialty. Is she any different or a better therapist than before? Probably not. However, by shifting from broad to narrow, it positioned her as an expert in the field.

Let’s think about it in terms of aromatherapy.

Say you currently have a general line that includes everything from a bug repellant to a sinus relief inhaler to a diaper rash balm. You may feel that creating a little bit of this and a little bit of that is the way to reach more people, right? The intention is admirable not to leave anyone behind. However, let’s narrow our focus and approach it differently.

What if you were attracted to the field of aromatherapy after experiencing sinus pain relief from essential oils? You could easily turn this into your niche. The National Center for Disease Control estimates the number of adults diagnosed with sinusitis is 29.4 million people! Imagine tailoring your entire line and communication around supporting sinus infections. It’s easy to see how you can reach your ideal client by being specialized. You had that same effective essential oil inhaler in your line before, but by offering a wide variety of products which appealed to multiple demographics, it was most likely lost in the shuffle.

Narrow Niche

One key thing to remember when you are narrowing your niche is that it truly has to be something that you are passionate about. You want to pick a specialty that gets you excited, that you feel you have a lot of content to deliver on, and that you have value to provide.

Do you need help narrowing your niche? If so, let me know in the comments below or drop me a line.

Until next time…breathe joy,
Kc

Note: Originally published in the Alliance of International Aromatherapists October 2017 Newsletter.