Niche to Increase

We all know that focusing on your niche is a smart idea, but most of us still can’t quite resist the temptation to shout about everything we do. It seems restrictive, not to mention downright scary, to only promote or talk about the ‘one thing’ you do better than anyone else, even if it is likely to be the one thing you most want to do. Yet, the idea of narrowing your offering and potentially alienating some of the people who could buy from you doesn’t sit well in the heart of someone who needs the business.

Now please don’t take offence if this is you…

I used to be desperate. For me, the whole ‘needs the business’ bit was a painful eye-closer. For a long time, that was me. So, whenever I had the opportunity to answer the question, “What do you do?” I blurted out, in as long a list as I could fit into one breath, all the things that I was prepared to do for money. Even tasks like editing, proofing, copy-fodder, and technical writing (which I hate doing). Once I found myself in a strong financial position (in other words, I was no longer desperate), I felt more confident saying ‘no’ when approached to do less appropriate work.

The lesson: Desperate people are prone to poor decisions…

All of this meant I could (albeit with a little bit of cash flow behind me) find some slightly firmer ground upon which to build my niche. You see, I never went to university to study Journalism or English Literature, and I also rely heavily on software for spelling and grammar. But I was always good at telling stories (some of them were true) and engaging an audience, whether through a magic trick, poetry or creating a tale of dragons and knights. I won’t go into the long story of how I became a freelance copywriter here. But suffice to say that it was only ever a title, and to start my career, I learned, on the job, from some of the very best in the world.

My passion and best work live within my niche…

So, yes, I can do the long list of things that other copywriters do. And if someone asks, I might even consider taking on the project (especially if it looks like fun). But I no longer promote that side of my work – anywhere! I am a storyteller, and my niche is fashioning other people’s expertise into beautifully written posts and business books. As a ghostwriter, I climb inside their heads, turning thoughts into words to promote their niche and speak to the hearts of their ideal customers.

If niching works for me, it will work for you too…

Imagine if you went to your workplace every day and only ever did the things you enjoy doing? Your days are profitable (financially and emotionally), help customers you want to work with, and deliver stress-free, lifestyle-enhancing contentment. Wouldn’t that be a beautiful ambition?

I realise this is easy for me to say now. Hindsight and all that… I only managed it after years of being too desperate to try. I accept your unspoken accusation! But it doesn’t change the absolute fact that focusing on your niche is a really good idea. And you don’t have to do it the way that I did. You could just go out and be brave today.

“If our foresight was as good as our hindsight, we’d be better off by a darn sight” Robbie Burns