Recently I have talked to many people who are struggling to “figure out” their niche for their businesses. Some of them are just starting out, and some have been in business for a while but feel that “something is missing” in their messages, their target markets and their offerings.
These are not “dumb” people – most of them have a pretty good handle on the “marketing” stuff but seem to be stuck in limbo, unable to find the FIRE to light up their actions.
I was there, about 18 months ago. My business was plugging along nicely, hitting the 6-figure mark as I spent a lot of time with my newborn and 3-year-old, working 25 hours or so a week (and doing yoga every morning!)
But something was unsettling. I started to feel like I was punching the clock and doing things “by the book” – where had my creativity and personality gone?
My marketing knowledge and skills could only take me so far. What do I really believe in, and who do I want to BE for my peeps?
“Plugging along” doesn’t mean progress, or expansion. We have to reignite that FIRE to get out of “clone drone” existence.
The #1 Reason You Are Stuck Like a Peking Duck
(Will explain the Peking Duck bit in a moment, other than it rhythms…)
To get out of limbo and find the FIRE to inform impactful actions, we need to determine our big WHY, WHO, WHAT and HOW – which will also conveniently translate into your niche if you do it right.
“Yeah yeah, I have done this ‘niche’ thing a dozen times in different programs and trainings, but it didn’t get me very far. I am still confused and frankly, feel incompetent because I seem to be the only one who can’t figure it out,” you may say.
I hear you – been there, done that.
Here is the problem – most of these trainings package “niche” as “a thing” to sell. They blow the subject, with too much emphasis on “formula” and “research”, out of proportion – like, it’s the magic pill that will relieve all your pain if you just “find your niche.”
Sadly, many people got “pushed” into a niche (because they were told they need to have one right here right now) before they are ready to “claim it”, picking something half-assed-ly from a “niche menu” (because someone told them it is “viable” or “lucrative”) only to find out it does not resonate after they spent months down the rabbit hole of building everything around this “made-believe” niche.
All these emphasis and attention on research and data have distracted you from the most important thing in the equation – YOU!
You are the secret sauce in your business. Data are just representations of the past. They serve to inform. They cannot synthesize and innovate without your creativity and individuality.
Unfortunately, if you stick with the marketplace’s collective memory, you will produce something that reflects the “what has been”, not something innovative that looks to the future.
Here comes the Peking Duck bit – we literally stuff ourselves with “other people’s view points and ways of doing things” at the expense of our own beliefs, passion and conviction. All those template and checklists, blueprints and formula are weighing us down.
They make us think if we look outside of ourselves, we will find the key to the kingdom.
The first step to finding your very own big WHY, WHO, WHAT and HOW is to question everything – is this idea, belief, or concept coming from deep within YOU, or is it something you were told that is “supposed to be?”
With that mindset, ask what YOU and your business is about –
- Why the heck did you go into business in the first place? (Be selfish here. No body is judging, you don’t have to save the world.)
- What do you want your business to do FOR you?
- What is your passion and conviction? What are YOU about? What riles you up? What makes you angry about your industry?
- What are your superpowers?
- How are you going to blend desires, conviction, superpowers altogether and express it fully in your business so your personality shines through?
- Who do you want to work with that will really light you up? Don’t give me women 25-45, because I don’t think all women 25-45 will light you up.
- How does your conviction apply to these people? How can your superpowers serve them in a way that others can’t?
You are not going to bend your message to fit some market research data. You are going to wrap them around your message to make marketing work FOR you big WHY.
When you get to the bottom of it and find YOUR passion and vision, you will also nail that CONVICTION from the GUTS that leads to COMMITMENT, which fuels the GUMPTION to “stick with it” and make it happen.
It is not an easy task to get to that place of ultra-clarity (if it’s easy, there wouldn’t be so many people being stuck!), then formulate it into an Identity you can claim and translate it into marketing communication that sells while allowing all of your individuality and personality to shine through.
I am pretty darn diligent (and a bit pigheaded) and it took me 12 months and a 5-figure private coaching program to dig myself out of the rut. I want to make it happen for you in 60 days, for less than a grand.
Are you game? Check out this brand new Nail Your Message Private VIP Intensive. (psssst, pilot program pricing going away soon!)
About the Author:
Through her unique blend of business + marketing coaching with a Mindset + Psychic Twist, Ling Wong helps Maverick Entrepreneurs nail their message, claim their superpowers and muster up the GUTS to monetize their Truth so they can build a purposeful and profitable Personality-Driven business that is a full expression of their creativity and individuality.
Download her free “Monetize Your Truth” Mindset + Marketing bundle here.