Does the idea of having a niche drive you insane? Does it feel like you’re trying to fit yourself into a tight little box? (oooh, suddenly I have an image of Madonna in the Human Nature video.
Would it make you breathe a huge sigh of relief if I said you don’t need to niche?
You don’t need to niche.
But what you DO have to do is decide to speak to YOUR people and focus on how you can help them with their specific challenges.
Sounds like niching I know, but hear me out.
Most approaches to niching focus on demographics – things like age, profession, gender.
E.g. ‘I work with 40-year-old lawyers called Brenda!’
Yep, THAT feels restrictive. AND, even if you lined up 20 lawyers called Brenda, they would all have different hopes, dreams, challenges, backgrounds, and experiences.
Simply choosing someone’s age, gender or profession doesn’t give you the insights you need to speak really empathically to them. And it’s once we can tap into that empathy you already possess (it is one of you superpowers after all) that we can create really great, human, compelling marketing that show people just what they have to gain from working with you.
So instead of worrying about finding the box to squeeze yourself in, think human. Think specific. Think about the people you can really help. Like REALLY help. The ones who, if you could work with them every single day would make your life light up. Not the ones who stress you out, ask awkward questions, trigger your insecurities – but the ones who are eager and ready for change.
When you start speaking to THOSE people, marketing stops being so difficult.
It becomes a CONVERSATION. A human, relatable, sleaze-free conversation.
So think about what you can do to tap into your perfect client’s mindset. What do you know about them already?
What do they want most in the world?
What are their fears?
What do they lie awake at night over?
Let them know that you GET it. You SEE them. You UNDERSTAND them. And that you can help.
It isn’t about their age or their job. It’s not about what TV shows they watch or where they shop. It’s about them as human beings. Their values, fears, and hopes. You don’t need to niche but you do have to understand your people and speak to them in your marketing.
And if you want to give yourself a head start on this AND get my personalized help, check out Messaging Summer School.
Find those people. Talk their language. Attract more of the right clients. Check it out here.