A super-important factor in attracting more clients is to choose your niche and specialty carefully. Your niche or target audience is actually the people you want to work with; people who will pay you directly for your services, their sponsors, or people who influence those who’ll pay you. Your specialty is the specialized service or value that you promise to deliver to them. Lots of self-employed people and professionals have a difficult time choosing a niche/specialty and I’ve covered the importance of this in my previous posts. It all boils down to this simple concept: as Grant Leboff says, “Which would you rather be, a small fish in a big pond or a big fish in a small pond?” Anyway, in this post, I’d like to give you a step-by-step approach and a surefire way to choose your niche and specialty.

 

Pinpoint Your Niche

 

  1. Write down your wish list. Think of all the different audiences that you wish to reach out to. Against common wisdom, don’t try to hold the brakes here. Think of every possible individual/business that might find your product/services interesting.

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  1. Think how your unique characteristics, such as your natural talents, passions and knowledge suit you to work with some of these groups. Which are these groups?

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  1. Which of these groups do you most relate to or feel the most interest or ex­citement about working with?

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  1. Which group(s) do you know people in or already have clients in?

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  1. What aspects of your field do you know the most about?

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  1. What life experiences do you have that might connect you to a particular market?

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  1. Do you have any interests or hobbies that might connect you with your target market?

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  1. Here’s other tips to get to know your target audience better:
  • You can also look at your current customer base to get a clue as to who finds you and your services/products more attractive.
  • Check out your competition. Look who they’re targeting their marketing material at.
  • Look at the successful thought-leaders and industry brands. Who do they target? Maybe you can check if the same target audience appeals to you, as well.

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  1. Now is the time. Answer this: Who is your target market? If you’re not ready to make this choice, list the possibili­ties that appeal to you. Even if you’re not sure at this point, don’t worry. I always say, “Some day, your niche will find you!”

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DEMOGRAPHICS

Age Range
Gender  
Job Title/ Position  
Income   
Education  
Geography
other  

PSYCHOGRAPHICS

What are they passionate about?
What do they do in their spare time?
What books/blogs, etc do they read?
What social media are they on?
other

 

Pinpoint Your Specialty

 

  1. What are five of your clients’ challenging problems? Example: The urgent need that prompts most of my clients to work with me may be a feeling of need to stand out and get noticed but you don’t know where or how to begin marketing yourself. Or maybe you know what to do to market your services but just aren’t doing it. ……………………………………………………………………………………………………………………………………………………………..

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  1. What are five of your clients’ burning desires? Example: Most of my clients want to have more clients. They want financial freedom. Mostly it’s all about having a thriving business that in­cludes profiting from their passion.

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  1. What’s THE biggest result that clients get by working with you? (one big promise)

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  1. What are the additional benefits of working with you? Think of the four categories of benefits: Financial, Emotional, Physical, Spiritual (Remember: the benefits, not the features of your service)

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  1. Again, now is the time. Write down below: What’s your specialty when working with the target audience that you’ve identified?

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Note: It isn’t always easy to pinpoint exactly what your niche and specialty are, especially if you’ve just started out in a  new field or market. Don’t force it if it doesn’t come naturally. Have faith: Your niche and specialty will eventually find you!

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What did you get out of working on these questions? Did it become any easier for you to define who your target market is and what your particular specialty might be? I’m curious to know. Please share it below.

 

Shahab AnariDr. Shahab Anari is a Personal Branding Strategist, professional coach, and co-author with Brian Tracy of the best-seller ‘Ignite Your Life’. He has worked with more than 30,000 people on the topics of personal and professional success. He empowers professionals to multiply their income through more visibility, credibility, and authenticity. Download his FREE Personal Branding Guide at www.shahabanari.ca.