Recently at SOBCon NW, I had a familiar conversation with someone trying to start a business of her own. We talked about her skills, her past successes, and the people she liked working with with. I asked her what she was thinking about building about business around. She told me her concept.
It was huge.
The territory she was trying to cover was way too wide for a first step. Because the content base was so huge the audience would include almost every person from 21 to 65 near the idea of business, social media, or tech in any place in the world.
Itâs no wonder she didnât feel qualified to be an expert. Who would?
No one can be an expert of everything for everyone in the world.
I asked her one question … Who already loves what you do?
What Narrow Niche Already Loves What You Do?
Ever tried to read all of Wikipedia? It’s hard to keep all of that knowledge connected and meaningful without a reality to hang it on. Ever tried to learn a new vocabulary word a day? If the words don’t relate to each other, they fade away as fast as they came. Put a narrow context around a vocabulary you want to learn or an idea you want to explore and suddenly you’re making traction.
It’s the narrow context that allows us to see relationships and apply what we know to the next new thing we learn.
Here’s a few ways that narrowing your niche can build your expertise:
- When we choose a narrow niche, we can go deeply vertical. We get to know one certain group of people very well. We know who we’re talking to. We know which words are their vocabulary, which metaphors are theirs, which ideas get them to move.
- When we choose a narrow niche, we “get” the world of that customer group. We can predict the ways they make decisions. We can imagine what they worry about. We decide what features and benefits serve them well and what will be just so much more noise to what theyâre trying to do without.
- When we choose a narrow niche, we can closely study the specific problems of that singular customer group. We get to know what frustrates them, what they yearn for, wish for, and which they never saw again. We have special insight into their view.
- When we choose a narrow niche, it’s easy for others to see who we serve. People look who we work with and the commonalities show. All of Mike’s clients are families with small children. All of Britta’s clients are tech CEOs. Marti specializes in launch stage startups.
- When we choose a narrow niche, people within that niche tell each other about us. Soon enough folks outside the niche ask if we can do it for them too.
- When we choose a narrow niche, it’s easy for people to share what we do with their friends. When we we’re one thing, they think of us when they meet anyone who has that need. We’re shareable.
And as a result of narrowing our niche, they quickly recognize that we âgetâ them, that weâve built a product or service that was made for them, and they become our fans. Then convince their friends to become our fans too.
And narrowing your niche can build your business as well because …
It’s true that you can’t be expert at everything for everyone. But who’d want to?
Make a decision to be irresistible to one specific group. Then we can move out slowly to the group that stands right next to them.
Who already loves what you do? Be an expert to them first.
Who is that group for you?
–ME “Liz” Strauss
Work with Liz on your business!!