‘I’m Struggling to Find My Niche’ – Here’s a Different Approach

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?