Ask Lisa - The Business Marketing Architect Q & AQ: How do I find my niche? My biggest challenge is being too broad in my message. I’m just doing work now to niche it out. How do you suggest I find my niche and ideal clients?

A: Your question about how to find your niche is one I get often, and it’s an important one. I’ll give a broad answer without knowing exactly what your expertise is. Many people will tell you you should focus on one THING and niche down to one specific offer. But that’s not always true. Sometimes, it’s perfectly OK to focus on an area of expertise that spans many topics (as long as they are related).  It is important to lead people to your work with a clear and concise message, and you can offer more than one product and service.

When I started my business, I was a bit of “all things to everyone” because of my ad agency background and decades of experience. I can do a lot of things, and I do them all well, including branding and image, planning and strategy, publicity and PR, messaging, and copy.

In the past, I used to showcase all of my talents, which ended up confusing my audience. I also used to lead with my PR and publicity offerings but found that many people weren’t ready for PR yet. I offered my Copywriting Action Plan for a time and realized that people needed to clarify their CORE message first.  Now, everything I do revolves around developing your core as a starting point, and I’ve developed  “The Messenger Quiz” to help dial in your value proposition. This may be helpful for you if you are still in the process of refining your message.

Is YOUR business a specialty niche business or an industry niche?

My best advice is to determine if you are an industry niche (someone who works with only businesses and individuals in a specific industry) or a specialist niche (someone who offers specialty products or services that can be applied to ANY business). 

You may want to carve out some time to give this some thought. It’s also helpful to look at how you are positioning what you offer. Is your value proposition based on the value and results you deliver? If not, it will be more difficult to attract your ideal soulmate clients. Because once you do land on your niche, you’ll need a strategy to get your magic in front of your ideal clientsI’ll share more about identifying your ideal clients in another post.


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Lisa Manyon is "The Business Marketing Architect," a content strategist for mission-driven entrepreneurs. She's the creator of the values-based "Challenge. Solution. Invitation.™" communication framework to create marketing messages with integrity by focusing on PASSION points (as seen in Inc. Magazine). She specializes in reverse engineering your most powerful solutions into profitable revenue streams. She offers coaching, consulting, copywriting training, and strategies to effectively market your business. Her content strategy plans are known to produce million-dollar results. She’s a #1 international bestselling author and award-winning speaker available to teach, train, and transform your audience with interactive Business Breakthrough Boutiques. She offers business-building resources on her award-winning blog.

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