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Such smart advice to define the niche and make sure there is a need, not a want. Adjust as needed to capture the audience and keep your eye on the ball. Thanks for the reminder!
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Greatly helpful
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Now that you have a niche, how do you grow your business from this place?
Take this quick easy three-part niche assessment to determine if your niche is a strong one or not. Once you have a strong niche it is all about developing marketing strategies from that place!
Written Jun 23, 2010, read 3193 times since then.
If you have managed to figure out your niche, you are miles ahead of most small businesses who either have no marketing plan at all or a very poor one.
Last month I wrote an article about why entrepreneurs struggle with the concept of niche marketing, and the fears around it. Maybe you have managed to overcome those niggling doubts that say, “If I narrow down my focus to one tiny group, my business will slow down to a trickle.” In fact, it is the opposite, but there are a few things you need to be aware of in order to grow your business from this place.
Take this quick easy three-part Niche Assessment to determine if your niche is a strong one or not. Look at these three points, keeping your niche group in mind, and see if you get a 'yes' for all three.
A good niche group needs to be focused on people who:
1. Have a strong emotionally compelling problem or issue they need help with.
2. Want the positive results that will either make them feel much better or solve a big problem.
3. Are willing to pay for the benefits they will receive because they see the value to their life, business and/or happiness.
I talked to a new client last week; a health practitioner who said he wanted to grow his business larger. He clearly had no niche group he was marketing to. I asked him to tell me who his niche might be if he could choose. He said it would be a 30-40 year old woman who was healthy and wanted to stay that way by practicing preventative care. He said this was his favorite client.
Although I can understand why he enjoyed working with a client like her, the cream of the crop, it is unlikely he will grow his business larger with her as a niche. Why is that?
First, she doesn’t have a real emotionally compelling problem. She feels good now. Second, there is no big difficulty to solve in order for her to feel the immediate benefits, even if she might feel a sense of peace knowing she was preventing problems. Lastly, she might pay for this kind of preventative help as long as she had the extra money because she knows it is a good idea. However, it will likely be a lower priority with other expenses, and certainly critical issues will take priority.
The fact that this client didn’t pass my famous three-question test, doesn’t mean she wouldn’t sometimes come to this practitioner for help every so often and be a wonderful client, but it will be an uphill climb to grow a business based on marketing to her. Her issue is just not compelling enough.
Your entire marketing plan needs to be built around one small, but strong group of people. Every decision and every strategy needs to have these people as it’s focus. It needs to be a narrow group of people that pass the Niche Assessment with flying colors.
To grow a stronger business and make more money it’s not about marketing to a million different kinds of people. It is about marketing to one narrow strong group and offering a million different ways they can work with you.
The health practitioner decided to change his niche to 30-40 year old women who get chronic debilitating headaches. The headaches zap her energy, wear her out, she is unable to be in a good mood around her children, she feels grumpy and isn’t enjoying life. She wants to feel good, have the pain go away and have more energy and focus for her kids. She is certainly willing to pay for this because she wants relief and feels desperate. This will change her life for the better.
How many women in his geographic area fit this description? I would imagine, thousands! By building a marketing plan and strategies based on this specialty, people will see him as an expert in their issue and will flock to see him. Assuming he gives excellent service, people will come once, get help and they will come back for more help. His clinic can offer tons of products and services to help this woman. To name just a few; body work, stress reduction techniques, supplements, relaxation cds, nutritional help, and the list goes on. You are already thinking of a few more I imagine.
This woman might bring her kids or her husband even if they don’t have headaches, because she now likes him and feels a connection and trust. She tells her friends. His business begins to grow.
Many people he helps don’t have headaches and are not even women but his marketing stays focused toward that niche regardless. He puts together strategies that work like writing articles, giving free introductory classes, changing the content on his website and so on.
Entrepreneurs who have a specialty and a strong niche steering their marketing plan, will grow their business by leaps and bounds. It works!
Kaya Singer, of Awakening Business Solutions. Check out my book "Clear Your Focus, Grow Your Business." Includes sales funnel and Money Map. Contact me to schedule a free 30 minute session to assess your prices.
Learn more about the author, Kaya Singer.
Comment on this article
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Posted by Reid Peterson, Boulder, Colorado |Jun 23, 2010 Your example for your point really helps. Thanks! (And I'm very grateful you didn't mention the word- passion.)
There are a few websites that can help you determine not only who your niche market is, but what their particular needs are. Ehow.com, answers.yahoo.com are two good ones. Heck, you can even check amazon.com, ezinearticles.com, or here on Biznik to find out what's being communicated within your niche.
Spend the half hour or hour it takes. The amount of time it saves you in the long run is priceless, and I'm sure Kaya would back that up!
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Posted by Teresa Rodden, Portland, Oregon |Jun 23, 2010 What a wonderful follow up from the niche article I posted to a few weeks ago. Thank you for your words of wisdom and continuing to support the entrepreneur. It makes such great sense and puts in perspective how simple a marketing plan can come together once you determine your niche market.
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Posted by Nancy Linnerooth, Seattle, Washington |Jun 24, 2010 Thanks for such a straightforward article. I enjoyed it very much (and was relieved to pass your test!).
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Posted by Kaya Singer, Portland, Oregon |Jun 24, 2010 Meehna- thanks for your comment about need instead of want. In the case of marketing services, 'need" is much more compelling than want. Now if it was clothing or cosmetics, want has a lot of leverage :)
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Posted by Kaya Singer, Portland, Oregon |
Jun 24, 2010 Reid- thanks for your helpful advice. Along with checking those websites, the very best way to find out is to ask those people in your niche group. People love being asked and will tell you exactly what they need and why!
Teresa- so glad to have your voice here again. Yes- most people struggle with doing a marketing plan because they don't have this important piece in place. Once you know your niche it is mainly a matter of knowing where they are and how to reach them.
Nancy- glad you passed the test :) Glad you enjoyed the article and taking the time to comment.
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Posted by Meehna Goldsmith, Los Angeles, California |Jun 24, 2010 Actually, it works a bit differently in my business, since I am a luxury timepiece consultant. My clients don't need a luxury watch. They want it, can afford it and the idea is that they need my advice to make the best decision. :)
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Posted by Kaya Singer, Portland, Oregon |
Jun 24, 2010 Meehna- great example of how 'want' works for a product. I suppose its similar for me when I go clothes shopping. I probably don't need it - but I often really want it. Its questionable if I can afford it sometimes, but that's another story :)
Thanks for clarifying more about your product. Sounds like a fun business.
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Posted by Stephanie Lee, Vancouver, British Columbia Canada |Jun 24, 2010 Kaya, another timely article, lol! I learned so much from your last article and again from this one.
A question about your point #3 in the Niche Assessment: in your opinion is it a better strategy to have a lower price point than some of the bigger and more recognizable brands in your industry to attract quantity and potential multiple purchases? (Or is that just another beast all together?)
My target is willing to pay, for sure, but don't always have much $$ to invest as they are mostly down to one income or coming off maternity benefits. I want to make sure I am always able to help them and within their budget... yet I don't want to shoot myself in the foot! :)
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Posted by Suzanne Arthur, Asheville, North Carolina |Jun 24, 2010 Hi Kaya, thank you for this followup article. You are spot on (and I like your story about getting the doc to see his target patients more clearly!). Your advice has proved true for my online businesses. In each case, the reader is strongly motivated to find a solution to their problem.
In the case of high-status items, such as expensive watches or high-end makeup, chances are your customer is still highly motivated. They've already convinced themselves that they really "need" what you offer.
Stephanie, good question about pricing it right. I'll be interested in seeing what others have to say.
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Posted by Kaya Singer, Portland, Oregon |
Jun 24, 2010 Stephanie Great question about pricing and I will do another whole article on this subject as yes- it is in another category all on its own. However, what I feel is that your prices need to be based on your whole business plan and what you need to charge in order to have a sustainable business. I also believe one entrepreneurial trait is the ability to have a "gut" feeling of what the correct price is.
I have seen many people lower the prices in order to attempt to attract new customers. Actually, most people don't shop for price ( unless they are at Walmart or Amazon). Especially with services, people want quality and will manage to get the money if its important enough. That is really the key. It is really more of a marketing process and in your case, as you are offering a service, it is about showing your potential clients how you can help them and how they will benefit. If they don't see the roi they won't buy. It does have to do with knowing your niche group really well, what they need, why and showing them how you can offer that. If you are struggling and they struggle to be able to pay you, it could be the wrong niche. I'd be happy to talk with you about it more. Long winded answer but it is a big topic! More later...
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Posted by Julie Weishaar, Nanuet, New York |Jun 26, 2010 Great stuff again Kaya :) Fulfilling needs for others is so important in marketing one's business. If you are not offering something of value to your prospective customers/clients, why would they even consider doing business with you - right?
Another thing to consider is that most business decisions boil down to what I like to call an "emotional" decision. Meaning that in this competitive world of business where many markets are saturated with so many businesses doing the same thing and possess many similar qualifications, the end-all is that the customer/client is going to choose the company that they "want" to do business with. Why would they "want" to do business with a particular company? Usually because they like the sales person or the owner of the company. These decisions are subjective and based on emotions.
Thanks for sharing your insights :)
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Posted by Kaya Singer, Portland, Oregon |
Jun 26, 2010 Julie-- Thanks for chiming in and adding more excellent points. I agree that excellent customer service is also an essential part of marketing and without it, it won't matter how well you do the other parts.
By the way- Chapter 4 in my book has my 7-part marketing pie chart and the first pie piece is all about identifying your niche as well as the emotionally compelling part you refer to. Customer service is pie piece seven, but includes the others as all the pieces work together as a whole. I love this pie chart because it works! ( I developed it for myself originally:)
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Posted by Michael DeVenny, Redmond, Washington |Jul 01, 2010 Very Good Point. Thank you.
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Posted by Louise BOSSE, Metz, Lorraine France |Jul 01, 2010 Hello Kaya
Great article! Fear sometimes makes us forget that with perseverance and commitment we can reach our goal. Having a niche is a great way to help us focus on what we want.
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Posted by Rusty Lee, Battle Ground, Washington |Jul 01, 2010 Good Show Kaya!
Your bold point has made my master quote list. It's an easy way to remember one of the keys to niche marketing.
Hope to see you again real soon. Have a wonderful Fourth of July holiday.
Have a Great Day, Rusty
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Posted by Kaya Singer, Portland, Oregon |
Jul 01, 2010 Rusty- I Love that quote too and to be honest I saw a different version of it somewhere else. But, it doesn't matter where it came from. It is so true!!
Louise- I agree that when you have a clear focus there is less room for fear.
Michael- I do appreciate you reading my article. Not sure if you are aware that BizNik has a specific place for promotions. The comment area here is designed to promote conversation and community about a topic.
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Posted by Tom Shivers, Lawrenceville, Georgia |Jul 01, 2010 great stuff Kaya! I couldn't resist tweeting this one.
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Posted by Kaya Singer, Portland, Oregon |
Jul 01, 2010 Tom- much, much appreciation. I am glad you liked it.
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Posted by Nancy Alwin, Portland, Oregon |Jul 01, 2010 Hi Kaya! This really helps me along with our conversation this week, I am really trying to focus my niche! Hopefully I won't pull a muscle in the process! :)
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Posted by Kaya Singer, Portland, Oregon |
Jul 01, 2010 Nancy- you make me laugh. You are almost there and I think you actually know- it just needs to be sharpened and then develop the marketing strategies. ( and watch the money roll in of course:)
I look forward to talking with you again tomorrow.
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Posted by Suzy Morgan, San Diego, California |Jul 01, 2010 Great article. You remind me of a Xerox training I took years ago when they were selling mostly copiers. The line I've never forgotten is, "Is it a NEED or a WANT?" A need means the copier broke down, the darn thing is leaking its guts and chewing up our documents. A want is this thing is hot and I want one, some day.
Big difference and thanks for reminding me!
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Posted by Sylvia Jaros, New York, New York |Jul 01, 2010 This is a great article on finding your niche! That is what our company is based on, finding your niche and creating communities around it.
Great article!
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Posted by Daimon Sweeney, Bellingham, Washington |Jul 01, 2010 Kaya,
Nice breakdown of how to think about identifying your market. I like to translate good advice into my own words to make it my own. Would this be an accurate paraphrase?
Find an emotionally driven need that an identifiable, reachable group will pay you to fill. Then fill it so well you are the provider of choice.
Optimizing elements: The power of the need Ability to pay What you offer (better is better) How you reach those people (includes ease of identifying and communicating with them, as well as how you do it).
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Posted by Mike Wilke, Austin, Texas |Jul 01, 2010 Hello, Kaya Great post. Love the three tests because they are so practical. I especially liked being reminded of number three . . . clients must be willing to pay!
That sure is a truth. Sometimes it is easy to get caught up in the value or worth of our product or service and forget that if that the "pain" isn't great enough, the client will not pay.
Thanks so much, Mike
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Posted by MJ Cherkauer, Portland, Oregon |Jul 01, 2010 Great article, Kaya! It's so easy to be tempted to go off-course when building a business, including a marketing plan, so your article is very timely and valuable! Love the quote! Makes so much sense. Have a great holiday weekend! MJ
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Posted by Chris Lona, bellevue, Washington |Jul 01, 2010 Is there a difference between having a business niche and a customer niche?
The title of this article is "Now that you have a niche, how do you grow your business from this place?" which I perceived as an entrepreneur that has a rare or entirely unique product that s/he needs help getting off the ground. This is the case I happen to be in with our hospitality multimedia.
Inherently a niche product or service my have a niche customer like in Meehna's case above.
My issue is that people love HM when they see it but they don't otherwise know that it exists.
So how about advice from you all based on a revised article title "Now that you have a niche product or service, how do you grow your business from this place?"
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Posted by Caz Thomson, Sherwood, Oregon |Jul 01, 2010 I am new to Biznik - and found this article very interesting, and a reminder that I am targeting a specific market, and to ignore all the other advise that I should try and diversify to attract others to my niche.
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Posted by Glenn Mattsson, Santa Rosa, California |Jul 01, 2010 Kaya, thanks for the great article. I'm in the process of defining my niche, and your article is a great help to me in doing that.
Thanks!
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Posted by Koren Reyes, New York, New York |Jul 01, 2010 Nicely written - thanks, Kaya. The examples were effective!
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Posted by Kaya Singer, Portland, Oregon |
Jul 01, 2010 Hi everyone I went off line this morning and came back to all of your wonderful comments. Thank you all so much!
Suzy- I Love your Zerox example :)
Daimon- I think your words say the same thing- but in your style. That emotionally driven need is the main point. How you communicate with your niche group is your marketing strategy and it has to be in a way that they feel understood.
Mike- You are exactly right. Many entrepreneurs get caught up in their "attachment" to their product or service. The most successful business are willing to change their offerings to meet the needs of their customers.
MJ- I always love hearing from you. Of course a marketing plan is essential- but you are right and it is easy to create a useless plan that won't work! You have a good weekend too! Hope it doesn't rain on the Blues Festival:)
Chris- These are really good questions. In my opinion it needs to be all customer based. Your niche is your customers and what they want and why. Even if you are selling a high end (niche) product like diamonds- you have to know who you are marketing to and create your strategy toward them. If you have a great product I would ask you- who is it great for? Why do people want it and need it? What issue or problem does it solve for them? Or what is their emotionally compelling reason to buy it? Once you can answer those questions you can create a marketing strategy built on that information. I always say, "without my clients and customers, I have no business. It is all about them."
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Posted by Kaya Singer, Portland, Oregon |
Jul 01, 2010 Caz- welcome to BIzNik and I don't know what you have been told but I know niche marketing works!! Especially for your type of business. You have to be a specialist for certain people who need your help. Once you know who that is, it is a matter of figuring out how to create more income streams, more services and products to help them. it really does work. It all begins with knowing who- more specifically the better.
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Posted by narasimha murthy, Bangalore, Karnataka India |Jul 02, 2010 Really very informative articles which helps most of the members
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Posted by Lisa Keller, Willoughby, Ohio |Jul 02, 2010 Kaya, Great article.
I have a sign posted on my desk that says "We are selling a service that nobody wants to buy! We have to make our company more desirable when they need to buy!".
I am new to Biznik and I am going to read all your previous articles now!
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Posted by Kaya Singer, Portland, Oregon |
Jul 02, 2010 Lisa
Welcome to BizNik. There are so many talented and helpful people here so have fun reading! I suggested you change your sign to say something like, " We are focused a hundred percent on getting to know our customers and finding out how we can best solve their problem!"
By the way I was born and raised in Ohio (Toledo) and went to OSU. Where is Willouby?
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Posted by Meehna Goldsmith, Los Angeles, California |
Jul 02, 2010 I completely agree with Kaya, Lisa. While I'm sure -- at least I hope -- your company isn't selling a service no one wants to buy -- you set yourself up with a tremendous negative hurdle before even approaching a customer. You even have to convince yourself! You must frame your service (or adjust it) such that the customer does indeed need it. Then your literally in business :)
Best, m
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Posted by Kane Mantyla, San Francisco, California |Jul 03, 2010 thanks for the article Maya...I skipped the comments so I'm not sure what I'm following. I simply wanted to say that I, from personal experience, agree with what you have said. I own a wellness center and when I started, I focused on people who didn't need anything fixed, but rather wanted to live at greater levels than they currently were. This proved to be extremely difficult for the reasons you mentioned, so I shifted my focus to people with excessive stress and pain. When I made this shift, things changed dramatically.
I do have to say that I am disappointed that we tend to move away from pain and fear better than we know how to move into what we want. But I have consoled myself by framing it in my mind that we are a collective culture and we may need to lift those on the bottom before those at the top can reach the next level...
Anyways, thanks for the contribution.
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Posted by Kaya Singer, Portland, Oregon |
Jul 03, 2010 Kane- thanks for chiming in with your story. I agree that it is a sad state of affairs that people have to put the focus of their dollars on pain relief rather than prevention. I noticed this was different when I lived in New Zealand where there is socialized health care. I did spend way more of my dollars on feel good, nurturing therapies. I can't do that as much here.
However- once people come to see you they will come back if you help them with their pain and stress. You just have to build your business that way. Thanks again.
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Posted by Frank Aversano, ND, Seattle, Washington |Jul 06, 2010 10 out 10! As Seattle's Sinus Ninja I can safely say folks are emotionally invested in finding a clinically rational alternative to sinus drugs and surgery. Great follow up article, Kaya.
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Posted by Dale Stubbart, Olympia, Washington |Jul 09, 2010 Hi Kaya, Good article. I'd like to mention the first two definitions of niche - 1) a recess in a wall, 2) a hole in a rock. Niches are good, just don't sit on the shelf or climb into a hole in a rock and forget to come out. Perhaps you could write an article about that :)
While niches are good, not everyone is a nicher. Some are bridge builders/connectors between niches. And some are other terms which escape me at the moment.
And of course the best niche for a business owner to be in is the one that passes Kaya's test for themselves: 1. Does the business owner Have a strong emotionally compelling problem or issue they need help with. 2. Does the business owner Want the positive results that will either make them feel much better or solve a big problem. 3. Is the business owner Willing to pay for the benefits they will receive because they see the value to their life, business and/or happiness.
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Posted by Kerri Kirshner, Bothell, Washington |Jul 09, 2010 Thank you so much for the article! It is very timely for me and is giving me a 'push' to focus on my niche: Photographing children with special needs and disabilities.
For years I've been 'afraid' to reach out to that community, but now am seeing that I can actually be a help to them in the long run.
As I rewrite my marketing plan I am keeping your article in mind. Thanks so much! Kerri
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Posted by Kaya Singer, Portland, Oregon |
Jul 11, 2010 Kerri I am intrigued by your idea and of course since it is the parents who are your customers it is all about how it will help them and their children. I had a look on your website and I don't see that focus there yet. I look forward to seeing some photos of children and I think in this case, some content that tells the story.
Dale- thank you for your good humor about getting stuck in a hole. Of course with business and marketing, that would be the last thing you would want! A niche in marketing context is a "focus," not a static hole, so even a bridge builder can be a niche focus.
Frank and Irene - thanks for your comment too.
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Posted by Marie Haggberg, Seattle, Washington |Jul 13, 2010 This and your prior article are very helpful, and good reminders that specialization has its rewards. The lessons work well in my field, software development. Faced with competition (overseas outsourcing, free applications) and changes in the "nature" of the business (moving from desktop to mobile solutions) , I have found it helpful to focus on specific industries and technologies. As I continue to refine my business outreach, I will definintely keep your insights in mind. Thanks!
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Posted by Maren Finzer, Seattle, Washington |Jul 13, 2010 Kaya,
I love the way you have designed your niche-assessment!
I take clients through a similar process when I brand them, and for your first step we talk about "solving their pain." And that pain is in the eye of the beholder, so you have to remember it's how they feel, not you!
Well written article!
Maren
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Posted by Alan Boyer, Liberty, Missouri |Jul 17, 2010 Great article.
I'd emphasize your last bullet point. Even when you find people who desparately need you, and have a huge problem, but even then some won't act. So, it's really important to find those that WILL act, that WILL buy your products or services because it resolves their problems.
There are a LOT of your current marketplace that recognize your importance, but still will not act.
I have developed a way of identifying not just who needs me, but who will act, and when that happened, my sales went through the roof.
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Posted by Kaya Singer, Portland, Oregon |
Jul 17, 2010 Alan I agree. Many people miss that last point and it is essential. People have to want whatever it is enough that they will buy it. Your job is to help them to see how it will help them. This is part of really understanding your niche and when you know exactly what they want and why, your business will grow. I learned this the hard way! Thanks for reinforcing this piece.
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Posted by Marie Verschueren, Seattle, Washington |Jul 19, 2010 Great article, I appreciate the info. I am in the process of figuring out what my niche is as I feel it has been to broad. Your article will help me in making that decision. Thanks!
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Posted by Kaya Singer, Portland, Oregon |
Jul 19, 2010 You are welcome Marie Let me know if I can offer you any other help!
Everyone- I am offering a seminar "Awaken Your Money Stream:7 Steps to Building Your Niche Market" on this topic. Have a look at the web page if you are at all interested.
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Posted by Guy Siverson, Troy, Michigan |Jul 20, 2010 This was a statement you placed in bold in your article to which I would have to disagree.
"To grow a stronger business and make more money it’s not about marketing to a million different kinds of people. It is about marketing to one narrow strong group and offering a million different ways they can work with you."
To grow a stronger business, it is not about marketing at all. Rather it is about communicating an affective message consistently throughout so that you can connect with as many niche targeted people as possible.
Message... not marketing. No one wants to be sold, but everyone wants to learn no matter if your niche topic happens to be about SEO services you are offering or looking for people who need to hire IT professionals.
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Posted by Kaya Singer, Portland, Oregon |
Jul 21, 2010 Guy. I think it is about linguistics here.
We don't disagree at all. To me - marketing is all about giving value and communicating, and building relationships is the core.
Selling is a non-issue if you do all that.
"communicating an affective message consistently throughout so that you can connect with as many niche targeted people as possible."
The above quote from your comment is my definition of marketing. You can't communicate effectively if you don't understand who your niche group is and what they need. The most important part of communication is listening.
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Posted by Alan Boyer, Liberty, Missouri |
Jul 30, 2010 Great Article, Kaya. It's amazing how so few people understand this principle.
One more step to finding a niche, is finding a community that's full of your niche.
In other words, find an association that when you make an irresistible offer to that as many as 100 or more people would be exposed to that irresistible offer for this niche, and you'd get many calls.
It's one thing to find a niche and be able to reach into that niche with a great marketing message. That works well. But when you can find a community where your marketing message hits many at the same time, and make that irresistible offer to the whole group, you'll have a lot of calls.
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Posted by Kaya Singer, Portland, Oregon |
Jul 30, 2010 Alan- yes you are right. Once you know who your niche is the next part is to build marketing plan based on that niche group. Part of that plan is knowing where your group is and how to communicate with them. ( another article:) Good points. Thanks.
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