I know what a lot of you who haven’t yet found your niche or who are undecided if you even want a niche were thinking when I recently blogged about finding mine:
“I’m not sure finding a niche is a good idea. Won’t that reduce my potential client pool even further?”
I know, it sounds like an oxymoron, but narrowing your area of expertise can actually improve your design business and help you find more clients and more highqualityclients.
How? Keep reading…
You become the expert
By finding your niche (See “Should Freelancers Branch Out or Niche In?”), you’re able to focus on one specific area of expertise.
You get to dig into the meat of it and go beyond the surface information everybody else provides about it.
You become the expert, explaining seldom-discussed nuances of your craft.
For example, my niche is information presentation.
By specializing, I tailor my marketing and blog topics to the importance of presenting information that engages your target audience. I get to delve into this niche and focus on more interesting, and more useful, specifics that few others discuss.
You target relevant clients
Think about others who have found their niches: McDonald’s sells fast, cheap hamburgers & fries while Rolex sells high-end watches.
Each company knows who they’re targeting and tailors their message to that audience.
They don’t waste time trying to persuade customers who aren’t interested in their product to change their minds.
When you find your niche, you get to do the same thing. By specifically focusing on clients who are potentially interesting in your services (this is your target audience) you automatically weed out all of the potential clients that aren’t a good fit for you.
You hear ‘yes’ more and ‘no’ less, and I think every freelancer can agree – less rejection is better.
Your message becomes more clear and memorable
Once you hone in on your area of expertise, you’ll be able to focus on how to market yourself through your niche.
You’ll stop using vague terminology in favor of specific verbiage that describes your specialty.
You’ll shape your blog and web presence to reflect your niche and you’ll stick to. And people will start to remember you for it.
Case in point: When I first started marketing Greer Genius (before I found my niche), I used the pitch “increase your exposure and improve your sales with brilliant design by Greer Genius.”
Pretty vague and a mouthful, I know.
Niche in hand, I now use “Specializing in information presentation and engaging content.”
Not only is it much more descriptive and less used-car salesman, but also it’s a great conversation starter because it’s something concrete and useful to potential clients.
Share your story with me…
How did your marketing plan/blog/website/pitch improve when you found your niche?
Leave a comment on this post and let us know!
Remember, your niche doesn’t have to be a design type, such as web design (but there’s nothing wrong with that). It can be a design style (art deco illustration), design for a particular audience (children’s design), affordability (or luxury), or a new niche you create based on your own unique skill set.
Do you agree? Does a more specific niche mean more quality clients?