Niche Clarity Program

Niche Clarity Program

Are you frustrated with how your business is doing? Have you lost your focus? Are you trying to market to too many target markets? Are you trying to be everything to everyone? Have you lost track of your passion within your business?

Build it and they will come...

Is that what you've been hoping? That you'll build your services and your offerings, and then people will find you with their checkbook or credit card in hand?

Many people slip into this magical thinking when they get excited about something they are working on. It seems entirely plausible that people will be so enthralled with what you're doing that they'll sign up without any other information.

But, it's just not that simple.

It is true that you need to build something to base your business on. Unfortunately, no one really talks about where to start.

• Most people start by developing their services and offerings. Without a clear understanding of their target market the end result is usually a jumble of offerings that's confusing to potential clients and very difficult to market.

• Others try to keep their options open by meeting everyone's needs. They think they can build their business by working with everyone. Unfortunately, it's more likely they will keep business from coming their way because no one can figure out exactly what they do.

The best way to build your business is to do everything you can to build your perceived expertise in an area that fulfills your client's needs and provides you with a unique competitive advantage. You want people in your community to know, without a doubt, that you are the "go to" person for your chosen area.

But the question is, how do you determine your niche?

Unfortunately, most marketing courses aren't much help in this area because they assume you already know the focus of your business. Usually the first exercises in any marketing course are designed to help you develop a compelling audio logo or elevator speech that you can use in networking situations. This is difficult enough if you are crystal clear about your unique business proposition, but if you aren't clear how to articulate what you do, you won't be able to come up with a good audio logo or implement anything else you are learning in the class. No matter how hard you try.

Without a niche, you are likely to:

• Spread yourself too thin, trying to launch too many ventures to too many target markets.
• Feel frustrated that the amount of time and energy you are putting into your business venture isn't producing the clients and cash you need to succeed as a business owner.
• Prevent people from referring business to you.
• Lose potential clients because they don't understand how you can help them.

Identifying a viable, clearly defined, profitable niche is something every business owner needs to do as early in their business as possible. With the clarity of a niche you are able to:

•  Focus your marketing efforts
•  Use your marketing dollars efficiently and effectively
•  Create services and products that reach a particular group or address a particular problem
•  Build awareness of your expertise in a strategic, systematic way.

What's in a Niche?

Some business owners are content to focus on the niche that will bring in the most money. They don't feel the need to have a personal connection to the target population or the problem/solution. In this case, business owners look for the niche market that is most willing to pay cash to get the service or product the business owner is selling.

Other business owners have a different focus. They are in business to make a difference in people's lives. Meaning is very important to them personally and they want to bring meaning to those they work with. Ideally they want to do work that:

• Feeds them,
• They are passionate about,
• They feel a personal connection to.

Without this connection with their business they don't feel authentic in their marketing efforts, which undermines their effectiveness.

And yet your business can't just be aboutyour passions. The key to business success is to identify the sweet spot that taps your own passions AND fulfills a need your clients are willing and able to pay to resolve.

(See the green section of the diagram below for a visual image of this sweet spot.)

As one recent client describes below, within a few focused hours, you can have a whole new perspective of your business and its potential!

I have taken several marketing courses in addition to the marketing work I did through the Institute of Life Coach Training.  I always wondered why nothing “clicked” for me.  Try as I might, I just couldn’t get it together with my marketing – something was missing and I didn’t know what.  I also have done extensive personal coaching on this issue but it didn’t get me where I needed to go.  There was always something that I couldn’t put my finger on that was my missing link.

In just a few Niche Clarity sessions, I went from completely desperate to passionately in love with marketing my work.  Why?  Because it had definition and substance – it was no longer “vanilla.”  I was finally beating to the sound of my own drum instead of trying to fit myself into something that anyone would go for.  I work with clients who are struggling with changes in their relationships as a result of death, a break-up, becoming a caregiver or trying to decide whether to end a relationship to re-invent their lives on their terms.  I redefined my coaching practice on my terms rather than trying to appeal to the masses.

The time it took was minimal compared with the lasting results I’ve felt. If you’re struggling with this problem, I can think of no greater program to help you through it than the Niche Clarity Program.

Char Brooks

To participate in this program contact one of these trained coaches

using the form below or check out the group events.

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Contact a Coach

Use this form to contact one of the coaches listed above - whether you want to work with them individually or inquire about one of the groups.