About this column
Photo by emdot courtesy of Flickr Creative Commons.
My friend and fellow blogger David Crandall {you might know him as the passionate husband and father blogger behind Heroic Destiny} recently dubbed me on Twitter the First Lady of Niche-y-ness. And to that I said {to myself}, hand me my sash, let me practice my parade wave, and someone get me a podium. {Totally kidding.}
But seriously, my new nickname got me thinking: this is really what I’m passionate about — this nichification thing. And although I’ve talked about the importance of nichification here and there on my site and I’ve even created a free 10-part e-course devoted to how to create a truly irresistible one {you can get it by typing your name and email address into the sign-up form in the righthand sidebar of my site}, I’ve yet to create an authoritative post on what true nichification really looks and feels like: to you, the entrepreneur, and also to your right people.
So here goes.
How True Nichification Looks
It’s Unapologetically Focused
It doesn’t dilly-dally around. It doesn’t pump out fluff. It isn’t scattered. It doesn’t change with the wind or make “announcements” every other week of what’s changing with its approach {unless, of course, the change is an adjustment to hone in even further on its right people}.
It’s At Least a Tad Fanatical
Put it this way: when people think of your industry or your macro niche, do you leap to their minds? Are you “the man” in your micro niche? Are you “the woman” to talk to when it comes to X? If not, why not?
It’s Ruthlessly Focused On Its Right People
It doesn’t try to appeal to everybody. It doesn’t stretch too far outside its sweet spot to satisfy the people standing outside the shop windows peeking in. It finds ever more, ever deeper, ever more innovative, and ever more efficient ways to connect with its right people. It keeps showing up and delivering high quality content that satisfies an urgent need or a burning desire. It does this even when no one seems to be responding. It has faith.
How True Nichification Feels {from the inside of the business out}
Undoubtedly Authentic
When someone is straining to be something other than herself, it’s obvious. Great nichification feels real, pure, and straight from the heart. Your right people can tell.
Unbelievably Valuable
Your right people — not to mention your peers and {shall I say it?} competitors — can’t believe what you’re giving away for free. Your right people think you’re a god{dess}. Your peers think you’re a genius. Your competitors {which you soon won’t have any of because you’re so nichified that no one can do what you do the way you do it} think you must be crazy — or rich enough that you don’t need the money, so you’re giving your best stuff away. Little do they know, brilliant, valuable, free content is just part of your nichified business building strategy. You know what you’re doing: you’re delivering value to your right people.
Righteously Authoritative
Niche-y business owners stand in their rightful authority as an expert in their niche. This isn’t pridefulness, it isn’t bragginess, and it doesn’t mean you think you’re better than anybody else. How do you expect people to pay good money for your products and services if you can’t tell and show them why they should? {And unless you hire a marketing or PR person, there’s nobody but you and your circle of friends to tell them, honey.} The righteousness part is earned by doing business with integrity, representing yourself and your experiences accurately and appropriately, and promising only what you know you can deliver.
Now it’s time for you to opine. What other characteristics do you notice about how truly well-nichified enterprises look and feel, from the inside out?
Hello, you.
{ 12 comments… read them below or add one }
I literally threw my hands up in the air as if I was yelling ‘SCORE!!’ when I read that first paragraph! Ha!
You are truly presenting yourself just as you’ve described. I’m so jealous at the extreme niche-ness that you have as your focus and continue to whittle mine down. I love it though; you are so good at what you are doing and are an absolute inspiration. Thank you for sharing your unbelievable value with people!!
And yes, you are absolutely the First Lady of Niche-ness!!! All hail the queen!
I literally threw my hands up in the air as if I was yelling ‘SCORE!!’ when I read that first paragraph! Ha!
You are truly presenting yourself just as you’ve described. I’m so jealous at the extreme niche-ness that you have as your focus and continue to whittle mine down. I love it though; you are so good at what you are doing and are an absolute inspiration. Thank you for sharing your unbelievable value with people!!
And yes, you are absolutely the First Lady of Niche-ness!!! All hail the queen!
Gosh, David, thank you. I don’t think I’ve ever been hailed before. :)
The funny thing is, I’m constantly negotiating with myself over how much nichier I want to be. There are elements of my business that I feel I could dial into better and possibly in the future, cut out entirely. But my biz is still so new — just launched in 2010 — that I’m giving myself a grace period to get my footing.
Can I ask, just to get some perspective, what do you think is most challenging about nichifying one’s biz? Is it the idea of leaving money on the table? Getting clear on what it is you’re strongest at? Or just knowing what you want to do amidst all that you could do? Just hypothetically speaking, of course.
Anyone else care to weigh in on this?
Gosh, David, thank you. I don’t think I’ve ever been hailed before. :)
The funny thing is, I’m constantly negotiating with myself over how much nichier I want to be. There are elements of my business that I feel I could dial into better and possibly in the future, cut out entirely. But my biz is still so new — just launched in 2010 — that I’m giving myself a grace period to get my footing.
Can I ask, just to get some perspective, what do you think is most challenging about nichifying one’s biz? Is it the idea of leaving money on the table? Getting clear on what it is you’re strongest at? Or just knowing what you want to do amidst all that you could do? Just hypothetically speaking, of course.
Anyone else care to weigh in on this?
I think for me the hardest part of narrowing down the business is trying to identify the pattern of supply/demand. Basically, I don’t want to try and supply something if there is little or no demand for it. Also, I don’t want to approach a market that is absolutely flooded with supply unless I really think I can offer something remarkable.
As I’ve begun blogging and trying to get my feet wet, I’ve started discovering areas where I am trying to insert myself. I think my ability to identify them is from actively trying to locate them AND from building up my “right people”. For me, my right people have thus far been other like-minded people so that I can remain motivated and continue to take those steps. I feel that I have a lot to offer from a successful corporate career, but translating that to being an entrepreneur is an “adventure”.
People like you help a lot in that you aren’t coming from a place of purely hypothetical advice; you’ve owned a business and work with real life humans on this stuff. That’s one of the things I love about what you’re doing. :)
I think for me the hardest part of narrowing down the business is trying to identify the pattern of supply/demand. Basically, I don’t want to try and supply something if there is little or no demand for it. Also, I don’t want to approach a market that is absolutely flooded with supply unless I really think I can offer something remarkable.
As I’ve begun blogging and trying to get my feet wet, I’ve started discovering areas where I am trying to insert myself. I think my ability to identify them is from actively trying to locate them AND from building up my “right people”. For me, my right people have thus far been other like-minded people so that I can remain motivated and continue to take those steps. I feel that I have a lot to offer from a successful corporate career, but translating that to being an entrepreneur is an “adventure”.
People like you help a lot in that you aren’t coming from a place of purely hypothetical advice; you’ve owned a business and work with real life humans on this stuff. That’s one of the things I love about what you’re doing. :)
Hey, David —
My thoughts on what you shared above {and thanks for sharing that}:
Demand is essential. But there will always be supply hanging around, unless you’re doing something like this: http://www.artisanalpencilsharpening.com/index.html. Now that’s a gig.
But what makes you think that you have to be one of the few doing what you do? I was intimidated about declaring myself a copywriter because there are so many others out there who have been writing copy — intentionally, for pay — for so much longer than I. But I’m still working! People still hire me even though they could hire two dozen other great people they could find on Twitter or through Google or in their local YellowPages {and amazingly, almost 100% of my clients are non-local!}. As a solopreneur, it’s largely you that creates and drives your micro niche. Sometimes people will want to work with you just because you’re you, not only because of what you do. {I know you didn’t ask for chiding. I hope this doesn’t come off as chiding. Just a friendly slap on the back.}
I totally am with you on the wanting to connect with other likeminded right people who are trying to do something sorta like what you’re wanting to do. I have never felt so supported in my dreams and work aspirations as I do now, since getting more active on Twitter in the last six months and immersing myself in a continent of the blogosphere that spins around topics of interest to me. {The cool thing is, that’s certainly out there for everyone, no matter your interest!} Recently, I’ve broken the voice barrier and have started talking with a couple of these new friends via Skype and it’s so exciting! Adds a whole ‘nother layer of connection.
— Abby
Hey, David —
My thoughts on what you shared above {and thanks for sharing that}:
Demand is essential. But there will always be supply hanging around, unless you’re doing something like this: http://www.artisanalpencilsharpening.com/index.html. Now that’s a gig.
But what makes you think that you have to be one of the few doing what you do? I was intimidated about declaring myself a copywriter because there are so many others out there who have been writing copy — intentionally, for pay — for so much longer than I. But I’m still working! People still hire me even though they could hire two dozen other great people they could find on Twitter or through Google or in their local YellowPages {and amazingly, almost 100% of my clients are non-local!}. As a solopreneur, it’s largely you that creates and drives your micro niche. Sometimes people will want to work with you just because you’re you, not only because of what you do. {I know you didn’t ask for chiding. I hope this doesn’t come off as chiding. Just a friendly slap on the back.}
I totally am with you on the wanting to connect with other likeminded right people who are trying to do something sorta like what you’re wanting to do. I have never felt so supported in my dreams and work aspirations as I do now, since getting more active on Twitter in the last six months and immersing myself in a continent of the blogosphere that spins around topics of interest to me. {The cool thing is, that’s certainly out there for everyone, no matter your interest!} Recently, I’ve broken the voice barrier and have started talking with a couple of these new friends via Skype and it’s so exciting! Adds a whole ‘nother layer of connection.
— Abby
I have never heard this before: “Sometimes people will want to work with you just because you’re you, not only because of what you do.”
It makes sense and I know I have bought things because of the person involved over the product/service I was after, but I’m not sure I’ve ever had that conscious thought. I’m also sure that I’ve never really *heard* it.
Dangit! Now my head is all spinning with this thought. :D
I have never heard this before: “Sometimes people will want to work with you just because you’re you, not only because of what you do.”
It makes sense and I know I have bought things because of the person involved over the product/service I was after, but I’m not sure I’ve ever had that conscious thought. I’m also sure that I’ve never really *heard* it.
Dangit! Now my head is all spinning with this thought. :D
Yeah, it’s a freeing way to look at one’s business. If we consistently make everything as focused on our right people as possible — what they need and want, what’s challenging for them, what would make their lives easier — then it becomes, essentially, about us, too. You always remember the person who helped you out and told you the way it really was. And did so in a style that was just impeccably them.
For instance, I would buy just about anything that Naomi Dunford {http://IttyBiz.com} or Dave Navarro {http://TheLaunchCoach.com and http://RockYourDay.com} create. I just have implicit trust in their perspectives and judgments about doing business online. Everyone has their heroes. :)
Yeah, it’s a freeing way to look at one’s business. If we consistently make everything as focused on our right people as possible — what they need and want, what’s challenging for them, what would make their lives easier — then it becomes, essentially, about us, too. You always remember the person who helped you out and told you the way it really was. And did so in a style that was just impeccably them.
For instance, I would buy just about anything that Naomi Dunford {http://IttyBiz.com} or Dave Navarro {http://TheLaunchCoach.com and http://RockYourDay.com} create. I just have implicit trust in their perspectives and judgments about doing business online. Everyone has their heroes. :)