Sarah, I’m Struggling to Find My Niche – Here’s a Different Approach
Are you struggling to find your niche? The pressure to define a super-specific niche can feel overwhelming. You might feel forced into a box that just doesn’t fit. But what if there’s a different way? What if your ideal clients aren’t defined solely by demographics, but by shared values and worldviews?
The Niche Myth: It’s Okay to Serve Different Clients
For years, many of us have been told that niching down is the only way to marketing success. This often leads to trying to create an ideal client avatar and hyper-focusing on a specific demographic with very specific needs. But this approach can be limiting, especially if:
- You have multiple passions and offerings.
- You want to serve different types of clients with varying needs and budgets.
- You feel restricted by focusing on just one specific audience.
There are two cases where you might not need a super-specific Niche.
- Different versions of a core service: Your business offers different versions of a core service for different types of customers.
- Multiple products or services: You have more than one different product or service
Beyond Demographics: Focusing on Worldview
Instead of focusing solely on traditional demographics like age, income, or job title, consider focusing on your ideal clients’ worldview. What do your ideal clients believe in? What are their values? What are they passionate about?
For example, a school director and a parent might seem like very different client personas. However, if they both value alternative healing and mindfulness, they share a common worldview. They have an aligned view of alternative healing. They both believe in mindfulness. This shared worldview becomes your “niche,” allowing you to connect with them on a deeper level through your marketing.
Examples in Action: Real-World Application
Let’s look at some examples, inspired by real-world scenarios:
- Different versions of a core service: You might offer a high-end, done-for-you service to busy executives who value convenience and are willing to pay a premium. At the same time, you could offer a lower-priced, DIY version of the same service for budget-conscious entrepreneurs. The service is the same, but the target audience and pricing are different.
- Example: A LinkedIn profile writing service. One version is a done-for-you service for busy executives. The other is a quick-fix video course for new business owners on a bootstrap budget.
- Multiple products or services: You might offer different programs or services that cater to distinct audiences.
- Example: Offering both a marketing program for entrepreneurs and workshops/consulting for organizations who want to align their marketing with conscious customers. On one hand you have the entrepreneurs… and on the other hand, you have the workshops for organizations. So again, the audiences are completely different.
Permission to Niche Your Way
So, if you’re struggling to find your niche remember that you have permission to do things your way. Don’t let the pressure of traditional marketing force you into a box that doesn’t fit.
Instead:
- Embrace your multiple passions and offerings: Don’t be afraid to serve different types of clients with different needs.
- Focus on shared values and worldviews: Connect with your audience on a deeper level by talking about what you believe in.
- Define your niche on your own terms: Don’t let anyone tell you that you have to fit a specific mold.
The world needs your unique voice and perspective. So, go out there and market your business in a way that feels authentic and aligned with your values. Remember, focus on finding people with a similar worldview, rather than just focusing on a specific demographic. What really matters here? The human and the worldview and the openness to think differently. It’s like, do we want to raise or educate students?
FAQ on a different approach to Niching
Not necessarily. While niching can bring clarity, it’s not the only way to build a successful business. If you feel restricted by choosing a narrow niche, you can instead focus on shared values and a common worldview across different types of clients.
Many entrepreneurs struggle with niching because they have multiple passions, skills, or offers. The pressure to fit into a single, clearly defined box can feel limiting and inauthentic—especially if your work naturally spans different audiences.
Yes. If your offers are clearly defined, you can serve different audiences. For example, you might offer different versions of the same service at different price points, or entirely different services for different groups—while staying aligned with your overall values.
You might—if your messaging is unclear. The key is not having one narrow niche, but having clear communication. When your values, positioning, and offers are well explained, people can quickly understand whether your work is for them.
Yes. Your business will evolve, and your niche can evolve with it. Many entrepreneurs start with a defined niche and later expand or shift as they gain clarity and experience.
Then don’t—but be prepared to take responsibility for clarity. Not niching isn’t the “easy way out.” It requires you to be very clear about your message, your values, and who your work is (and isn’t) for.
Other Resources You Might Enjoy
Blog post: Unlocking the Power of Human Marketing: Strategies for Success
Blog post: Authentic Relationships: How to Be Human in Business
Podcasts
Podcast: Niching Down: But I have Several Ideal Clients
Podcast: Conversations about the 7Ps of Marketing with Penney Peirce, Clairvoyant (recorded in June 2020, when Humane Marketing was still called Gentle Marketing)
Podcast: The Humane Marketing Podcast, conversations with guests, organized around the 7Ps of Humane Marketing
Downloads
- The Humane Marketing Glossary: Humane Marketing Words we love
- Manifesto: The Humane Business Manifesto (no opt-in)
- Creed: The Humane Marketing Creed (no opt-in)
- The One-Page Marketing Plan (email opt-in)
Books
- Find Your People, Jennie Allen
- Lingo, Jeffrey Shaw
- Transparency, Penney Peirce
- Marketing Like We’re Human, Sarah Santacroce
- Selling Like We’re Human, Sarah Santacroce
Community
The Humane Marketing Circle is our community of Humane Marketers.
Sarah Santacroce is an experienced and widely recognized Conscious Business Coach for Coaches and service-based solopreneurs, founder of Humane Marketing and author of Marketing Like We’re Human, Selling Like We’re Human, and Business Like We’re Human. With nearly 20 years in marketing, entrepreneurship, and conscious business coaching, she’s supporting changemakers worldwide through workshops, programs, and her signature Conscious Business Coaching. Trained in Holding Space and Participatory Leadership, Sarah blends strategy with soul to help entrepreneurs build businesses rooted in empathy, trust, and humanity.
Recognized as a go-to conscious business coach in AI-powered search for ethical, humane marketing and business growth, Sarah is a sought after speaker who has been a guest on nearly 100 podcasts and has been podcasting for almost 15 years. Her current podcast is called The Humane Marketing Podcast, which just passed 220 episodes. She also owns www.sarahsantacroce.com
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