Small Business Brief

Small Business Articles

[Home] [Submit Your Articles]

Article Categories

Subscribe to the Small Business Brief Newsletter!

Our free newsletter is delivered once a week and provides a digest of small business ideas and articles that inspire, inform and generally keep small business owners up to date with the information they need to succeed. Your email address will NOT be given to third parties.

Helpful Questions And Tips on Niche Marketing

by Molly Gordon

My clients and students are surprised and delighted to discover that a refined niche marketing strategy not only attracts significantly more business but also provides richer opportunities for self expression. To help you discern your own market niche, try using "where" and "who" questions like the following:


* Where do you consistently find kindred spirits?

* Where are you most credible?

* Where is there the greatest need coupled with the greatest appreciation for your work?

* Where do the people who need your work most often have breakdowns that would cause them to hire you?


* Who is naturally drawn to you and to your work?

* To whom are the things that seem obvious to you a revelation?

* Who is traveling a path that you have successfully walked yourself?

* Whose language do you speak?

* Whose concerns can you reliably anticipate and address?

* Whom is it easy for you to serve?


There are probably several ways in which your strengths can add value in the marketplace. Therefore, developing a niche is a process of exploring several possibilities and gradually refining them.

You might think about developing a market niche as akin to planting a garden. You start by planting lots of seeds rather close together. As these germinate, you keep the strongest sprouts and remove the others. As your garden grows, you will continue to thin and prune until only the strongest and healthiest plants remain. Along the way you give away or compost the seedlings and trimmings; nothing is lost.

As you refine your niche marketing strategy, you'll grow in integrity and confidence. With time, you'll know with certainty which customers are right for you, and you'll attract more of them.


As you refine your market niche, you may experience some anxiety that focusing on your niche will deprive you of needed business. What do you do if someone outside of your niche wants to hire you?

Talk to them. See how well you fit. There is nothing about a focused niche that says you cannot work with a variety of clients. The point of a niche is not to confine you, but to create the healthiest ecosystem for your business. Focusing your market niche is like focusing a great searchlight that can be seen for miles around. Your searchlight may attract people from beyond your niche precisely because you have defined that niche.

While you always have the option of working with anyone who is attracted by your focused niche, do beware of trying to be all things to all people. Not only are you likely to fail at this, but you run an increased risk of coming across as inauthentic and insincere. The cost of not applying a niche marketing strategy is not being recognized for the offer that you are and not having a fulcrum from which to leverage that offer for increased effectiveness, service, and prosperity. The longer you persist in marketing to everyone and anyone who could conceivably hire you, the more certain it is that you will burn out, leaving yourself and your clients or customers dissatisfied. In order to make a compelling declaration of what you are up to, you must be willing to say "no" to those clients, projects, and possibilities that are not well within the scope of your passion and your expertise.

It is important to look to the market to see what your prospective customers and clients want. But look with a keen eye for how the needs and desires of the market match your strengths, talents, and passions. Say "no" to the opportunities that are a poor match, so that your vision and resources can be focused on the projects and relationships that are most likely to succeed.

Discuss this in our Forum

About the Author:

Molly Gordon, MCC, is a renowned business coach, writer, workshop leader, and a frequent presenter at live and virtual events worldwide. Visit her website to find out how to write an elevator speech ( self-promotion/elevator-speech.html) and discover how niche marketing can help you attract significantly more business ( Don't forget to join 12,000 readers of Molly's Authentic Promotion ezine and receive a free guide on effective self promotion.

Copyright (c) 2007 Molly Gordon

business cards

Small Business Ideas Forum - Small Business Opportunities - Small Business Articles - Small Business Resources - Small Business Software - Small Business Loans

Home - Contact - Privacy - Top of Page

Copyright © 2006 - 2008 K. Clough, Inc. All Rights Reserved.