Three Reasons Why You Need to Pick Your Niche For Your Personal Brand
For coaches, creatives, wellness professionals, and impact-driven entrepreneurs.
Many people will tell you that when you’re just starting out, having a clear niche is the fastest way to become known and get clients. But that is not the only benefit. In this post, I will share with you 3 major reasons why your business should consider niching down.
Reason 1: You can charge a higher price because you’ll stand out from the crowd
Examples:
Suppose that you were pregnant, and you were looking for a qualified pilates teacher. Which one would you pay more?
A general pilates teacher
A pilates teacher who specializes and is qualified in prenatal pilates
Suppose you were an acupuncturist and wanted to launch your website. If both were available with an equal reputation in their field, which one would you turn to first, second, or last?
A digital marketing consultant
A web designer
A web designer for an acupuncturist
When you choose a specific topic or a specific audience, you appear as the expert in your field and can charge higher prices, because you’ll stand out to your target customer, and you’ll also have less competition.
Integration exercise
You can make a quick search in Google and type in “life coach” and compare it with “life coach for women in divorce” and see how many results appear.
When you apply this for your own industry, make a Google search of your profession in a generic way, and then make another search with a longer and more specific title. This will give you a good idea of how niching down can give you more leverage and stand out.
Reason 2: You’ll have a deep understanding of your clients, know what makes them tick, and attract them like magnets
You can have a niche but have several “buyer’s personas” for different programs that you have.
“Buyer personas are semi-fictional representations of your ideal customers based on data and research. They help you focus your time on qualified prospects, guide product development to suit the needs of your target customers, and align all work across your organization (from marketing to sales to service).” Hubspot
Example:
Let’s say that your buyer persona is “new mom Sophie”.
“New mom Sophie” is in her late thirties, a freelance journalist living in Paris 11th district, active social life, married for 2 years, and she’s 3-months pregnant. Sophie has always loved to travel, cared about eating healthy, and is a self-care advocate. You’re a prenatal yoga teacher, and you are targeting her as your ideal customer.
When you design your program and generate content ideas for your social media, it will come much easier when you have “new mom Sophie” in mind. You’ll think of her specific needs and interests, her lifestyle, her spending power, what she’s looking for in terms of physical wellbeing and fitness. When clients who have “new mom Sophie”s profile see your content and your programs, they will feel that it’s been designed just for them, they’ll feel that you’re reading their mind. They will be more inclined to work with you.
Have you ever felt drawn to a course or a coaching program because you felt that the person seemed to really understand your pain points and offer exactly what you needed? That is what you can do when you have a clear buyer persona.
Integration exercise
Try to have one buyer persona in mind. Give this persona a name, a picture, and imagine her daily life.
Now create one piece of content for this persona, to help this person with one pain point he/she is experiencing. For example, you can write an Instagram post and end it with: “Double tap if you find this helpful”, or “And you? How did overcome this [ problem /question ]? Comment below, I’d love to know!”
Make a record of the people who engaged with this content, and their comments.
Isn’t it easier when you write with a person in mind?
Reason 3: You’ll be known for something specific and have more opportunities through referrals and collaboration because you’ll be the go-to person for what you do
What do you want to be known for?
For a while, when I was solely focusing on wellness businesses, other wellness business owners introduced me as “Maika, a digital marketing coach for wellness entrepreneurs”.
If someone had a friend or relative in the wellness field, they would naturally share my Instagram account with them.
A marketing educator for wellness businesses approached me to do an interview exchange.
When you establish your authority in a field, and people are clear about what you do, you become the go-to person, the expert.
Conclusion
Knowing your niche will allow you to market yourself with confidence, charge higher prices, and work with your dream clients. You’ll also feel inspired and guided to create relevant content and design the right programs, making your efforts more impactful.
Having a niche doesn’t mean that you have to say “no” to other people who don’t fall into that criteria! This belief causes the fear of missing out on many business owners. It just means that you know who you’re writing and creating for, and to who you’re talking. As Claire Lockey-who is an amazing content expert said: “You are focusing your marketing efforts on a specific group of people who are more likely to buy from you than others. “
When you know what you want and stand for it, the universe will conspire to give exactly what you asked for, and more. Meaning, other people who enjoy your style, feel drawn to you, who resonates with your content will also show up.
About Maika
Maika mentors heart-centered, impact-driven entrepreneurs to build the foundations of their business with her signature Intentional Business Building™ method. Her approach is holistic and integrates the entrepreneur mindset, marketing strategies, and systems to help create sustainable changes and long-lasting results. A lifelong passion for the human psyche, healing arts, and personal growth brought her to mentorship and coaching. She’s French-born in Japan and currently lives in Istanbul with her family. She enjoys cooking, sparkling wine, and playing with her son in parks.
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