You’ve probably heard that you *need* to select a niche or ideal client before – this is not new news to you. But, even with all the advice flying around, it can be a daunting concept. The fear of missing out on potential clients can feel uncomfortable, overwhelming and simply wrong. The thought process often goes something like this:
“If I focus on just one type of client, I’m turning away all the other people who could also be paying me!”
Sound familiar? Or perhaps your thought process goes like this:
“If I focus on just one type of client, I’m turning away all the other people who need my help and they’ll find someone else!”
This mindset struggle is super common (you are not on your own), especially for small business owners who are trying to stay afloat, make money, and keep things moving in the right direction. But unfortunately trying to appeal to everyone usually leads to a bland boring message that doesn’t connect with anyone. In the end, you don’t stand out, and potential clients walk right past you.
When you’re in the early stages of building your business, it’s normal to feel like you need to grab every opportunity that comes your way. Many business owners believe that casting a wide net is the safest way to ensure steady income. But here’s where the trouble starts. The “Fear of Missing Out” (FOMO) Dilemma is alive and kicking but you need to remember what happens when you do this:
- You dilute your message. When you try to be all things to all people, your message becomes generic. Think about it: if you’re advertising your services as “fitness for everyone” or “wellbeing support for all,” you’re competing with every other fitness instructor or wellbeing coach out there. There’s no clear reason why someone should pick you over another option.
- You blend in with the crowd. Without a clear niche, your business is likely to fade into the background. When potential clients don’t see anything unique about your offer, they’re less likely to take notice. Standing out requires focus, and that comes from knowing who you’re talking to and what specific problem you solve for them.
- Your marketing gets harder and more expensive. When you’re trying to appeal to everyone, you end up needing a much bigger budget for marketing. You have to create more content, run more ads, and do more outreach just to make the same impact you would if your message was laser-focused on a specific group of people.
So what happens when you select a niche? First of all, you’re not cutting yourself off from work; you’re actually doing the opposite by becoming the go-to expert for a specific type of client. It’s about quality over quantity – this is the magic of niching:
- You become a specialist. People are drawn to specialists. If someone is looking for a personal trainer who helps new mums regain strength after childbirth or a wellbeing coach who works with stressed-out corporate professionals, they’re much more likely to choose someone who *specialises* in that than someone who claims to help *everyone*. Being known for something makes you stand out in a sea of generalists.
- You create deeper connections. When you understand your ideal client – what they struggle with, what they care about, their hopes and dreams, and how they like to be supported – you can speak to them in a way that resonates on a personal level. Suddenly, your message isn’t just another generic marketing pitch; it’s a solution that feels custom-made for them. People talk about someone being “a right fit” – this is how we create that “right fit” working relationship.
- You gain credibility faster. By focusing on a niche, you’ll quickly build up expertise and a portfolio of happy clients who match your ideal client profile. Word of mouth spreads faster when you’ve made a real impact on a specific type of person. It’s easier for them to refer others who are like them when your services are clearly defined.
At this point, you might be thinking, “That sounds great Philippa, but how does that lead to more clients and money?” Because let’s face it, we all want more clients and greater success but a major part of that success is more money.
By niching you attract clients who are willing to pay more. When you’re seen as an expert, people are more likely to trust your services and see more value in what you offer. This often means they’re willing to pay a premium because they feel confident you can solve their specific problem. They see working with you as an investment and not a cost because, ultimately, that’s what it is.
With a clearer niche, your marketing becomes more targeted. You’re not throwing money at random ads hoping to catch someone’s attention. Instead, you’re speaking directly to a well-defined group of people who are more likely to become clients. This makes your marketing efforts more efficient and cost-effective so you waste less money.
A focused niche allows you to build long-term relationships with clients who value your work. They will refer friends, family and work colleagues because it’s easy for them to identify and understand who you work with and so brings you more clients and more money.
If you are still doubting the power of niching when it comes to getting more clients and more success in your business, remember these points:
- There are more than enough people to go around.
- By niching, you’re not excluding anyone; you’re making it easier for the right people to find you.
- You don’t have to commit to a niche forever. Just dip your toe in the water (as it were) and try it.
- What if by niching you could help fewer people in a bigger way so you had more time and more money?
In Conclusion…
While it’s tempting to try and appeal to everyone, it is also exhausting and frustrating. By choosing a niche and speaking directly to your ideal clients, you position yourself as a specialist/an expert in your field, build stronger connections, and make it easier for the people who truly need your help to find you.
Until next time,
Best wishes
Philippa x