What’s your niche?
There are 2 common answers I get when I ask this:
👉 Uhh… Well, I’m in, um, you know, my niche is…
👉 I don’t niche. I help everyone.
How well do you know your own niche? Do you even have a niche?
Not having a niche is like not knowing how you like your steak cooked. When you tell the waiter “However it comes”, you might get a butter-soft, delicious steak, or you might get a tough, fight-through-it-with-a-chainsaw kind of steak.
In a business sense, if you don’t know who you work with (or who you like to work with), you’re leaving yourself open to annoyance, frustration, & extra hard work.
If you’re an expert in a particular niche or you particularly enjoy a certain industry, it’s a no-brainer that you should go for those ones. Being nicheless leaves you open to not only stuff that you aren’t very interested in, but also clients whose business may be a little more difficult for you.
There’s a reason I work with B2B entrepreneurs. I know the B2B world extremely well & I have a passion for business and helping others make money and see success. This makes B2B the perfect niche for me. Put me in the construction & home maintenance niche, for example, & I’ll have a bit more trouble getting motivated & offering excellent advice.
People are afraid to pick just one niche in case they chase some people away or miss out on business. The problem? You may end up missing out on business that’s actually perfect for you while you’re busy fussing over someone who’s not really a good match for you.
The truth is, you can’t help everyone. Which is why niching is so important—so you can help the right people.
Big pros of niching down:
💰 More targeted, more money
🙋 Can truly give expert advice
🌀 Build your experience in one thing
👭 Help the right people
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So what’s stopping most entrepreneurs?
- Fear of losing business
Don’t fall into the trap of thinking any business is good business! Niching down doesn’t mean you miss out. It means you can be more choosy about who you work with & you can charge more.
- Hero complex—wanting to help everyone
Superman is immensely strong & has a cool flying style. Spiderman can’t fly but uses his spidey-senses & web-ropes. If one had to try doing things like the other one, it would get weird.
In the same vein, you have strengths. But you don’t have all the strengths. Stick to helping the people you truly can work with & have a passion for. Don’t waste time & energy on scattergun helping!
- Not earning enough
If you aren’t earning enough working with people in your niche, you may be tempted to take on clients outside of your niche. This is an easy trap to fall into. The solution is to increase your prices, which you can do as an expert in your niche.
It’s time to stop the scattergun approach & niche down! Your biz will thank you for it.
What are you afraid of?
Bottom line: Niching down builds authority faster and attracts higher-quality leads, but it can cap your growth if the niche is too narrow. The smartest approach is often a "niche within a broad market" strategy, where you specialise in serving one type of client within a larger industry. Test before you commit fully, since your niche can evolve as you learn more about your audience.
Frequently asked questions
Is it better to niche down or stay broad?
It depends on your stage and goals. Niching down helps you stand out and build expertise quickly, which is ideal when you're starting out or entering a crowded market. Staying broad gives you more opportunities but makes differentiation harder. Many businesses start niche and expand once they've built a reputation.
Can I change my niche later if it's not working?
Yes, and many successful businesses do exactly that. Your niche should reflect where you get the best results and the most enjoyable clients, so treat it as a working hypothesis rather than a permanent decision. Track your data on lead quality, conversion rates and client satisfaction to know when a shift makes sense.
How do I know if my niche is too narrow?
Warning signs include a shrinking pool of potential clients, difficulty finding new leads after exhausting your immediate network, or hitting a revenue ceiling despite strong demand. If you find yourself constantly turning down work outside your niche that you're capable of doing, it might be time to widen your focus slightly.
What's a "niche within a broad market" strategy?
This means choosing a broad industry, such as ecommerce or healthcare, and then specialising in a specific service, audience segment or problem within it. For example, rather than being a generalist marketing consultant, you might focus on email marketing for subscription-based ecommerce brands. This gives you room to grow while still standing out as a specialist.
