In this article, we’ll discuss how to choose your niche, and we’ll review some ideas for niching down into your space so that you can speak with confidence about your business and with confidence about who your business is meant to serve.
I’m going to talk about three different ways to define your niche. You can choose which of these ways is going to work out best for you. Now, some people again are very hesitant to narrow down their audience because they want to reach as many people as possible. I want to insist that (counterintuitively, enough) being very specific about who you serve is actually going to allow you to serve more people.
This is because when you define who you serve, you’re going people something to grab on to, something to identify with. When you choose a niche, and even people outside that audience are going to be more likely to work with you because you simply make sense and you speak with clarity.
Now, again, your chosen audience is going to inform every single piece of marketing that you create. It’ll be a part of every single sentence you write in marketing your business. So you must know who your audience is you know exactly what kind of person they are.
It’s also important to stick with that same audience at least long enough to discover qualitatively that something isn’t working and you might need to change who you define your audience as. Okay, let’s talk about three ways to define your niche.
The three ways I’m going to talk about are:
1. By demographic
2. By challenge or “pain point”
3. By what I’m going to call “phase of life”
1. Audience by Common Demographic Traits
The first way to define your audience is demographics. In some cases, this is the most straightforward. You can choose the type of person that you’re willing to work with. Examples of this could be older women from 55 to the mid-70s. Or this could be young men from 13 to 18. Alternatively, this could be even more specific like male teachers in primary school teaching roles. So we can get very specific based on things like gender, age, location in the country, or profession, those kinds of things.
Now, people sometimes really are averse to creating an audience based on demographic because they think, Hey, you know, everyone can experience what I’m offering, and benefit from it! That may be true. Demographics might not be the primary way that you choose your niche, but I would strongly suggest, choosing a demographic profile, even if it’s secondary as part of your audience, and going after it. Why? Because then you are speaking to a specific type of person.
I would go so far as to pick someone maybe among your acquaintances or your circle of friends as the kind of archetype for that type of person, someone who defines this demographic for you strongly. As an example, if your demographic is women ages 55 to mid-70s then I might choose my aunt who is in this age range. Then, I’m going to speak to that person (my aunt) each time I write a piece of marketing content for my business.
So again, even if demographics aren’t the primary way you want to niche. I strongly recommend committing to a demographic because yes, you could speak to everyone, but you’re not going to learn as much you’re not going to be successful if you tried to do that. Okay so demographics are is the first way to an audience down again that can be by gender. By age by profession these kinds of things.
2. Audience by Common Challenge or Pain Point
The second way to define a highly specific audience is by pain point or challenge. So this is speaking to the kinds of issues that you address that are uniting your demographic or your niche, based on those kinds of challenging issues.
An example would be that if you’re a medium, you could create an audience based on the challenge of getting answers from pets who have passed on where the owner needs closure. So the challenge or pain point is that the pet has passed on and the owner feels like they need questions answered.
Focusing on the challenge or pain point in this way is a particularly fruitful one because it automatically frames the next marketing questions like, of how do I address this issue, how do I solve this problem? What are the benefits of working with me?
So this is very important and I would suggest that you spend some time thinking about this for your business.
3. Audience by Common Phase of Life
The third way that we can claim a target audience is by “phase of life.” This category can be a little bit broad but it tends to echo demographics. An example of this type of category would be – new parents or, people who are working on a second career or who have just quit their day job.
Again, this is a slightly broader way of going about things. It’s broader than defining your demographic by a specific issue, but it is still speaking to a phase of life and a set of issues, concerns, roles, and joys that come with that phase of life. So that’s another way to speak to your audience so when you’re thinking about your niche.
Use each of these elements to help you define your audience. Remember, you aren’t ruling anyone out. Rather, you’re simply getting focused so that you can speak with confidence, be clear about what you do, and attract new clients.