No matter how amazing you are in your business, you cannot be everything to everyone. If you are still trying to be a jack-of-all-trades, it’s time to give up the gig! Not only is this approach exhausting, but it can actually be counterproductive. When you’re not focused on offering specialized services or products, your ideal client can easily become frustrated because they’re unclear on exactly what you do—and a confused mind never buys.
Your message becomes diluted and generic.
I want you to ask yourself this hard question: Is your brand unspecific? Generalized? Bland?
If you just swallowed that hard pill and the answer is yes, I’m here to help.
When you narrow your focus to a certain specialization, you position yourself as an influencer in your industry. This is essential when you hope to stand out among the crowd, especially if you are in a saturated market. Instead of offering a junk drawer of services or products, find your specialized place in the market and share that message with confidence!
I get that it can be scary to niche down. You don’t want to miss out on opportunities, and you wonder if you'll be able to find an audience large enough to fill your client list. But when you try to appeal to everyone, you're really connecting with no one. Business owners who rise to the top and are recognized as experts in their industry are those who specialize.
Now that I’ve (hopefully) convinced you niching down is an important step in growing your biz, how do you choose what to specialize in? It's not as hard as it may seem!
Here are my three simple steps to specialization. They've helped many of my clients narrow their focus and choose their niche once and for all.
Do an internal audit. Take some time to really think about these questions and be honest with yourself:
What am I known for in my industry?
What do people come to me for help with?
What do I love to do and feel I am good at?
What are my skill sets and strengths?
2. Talk to those you trust. Talk with family and friends, colleagues, people you network with, and even clients. Ask them:
What would you say I'm known for?
What kind of questions am I able to help you with?
What strengths do you see in me?
Why did you hire me in the first place?
*This second step is critical because it can bring insight beyond what you see on your own.
3. Own your message. Now for the really hard question…does the description of you above line up with the image you are projecting in your branding and services? If not, it’s time to tweak your message to align with how people see you.
Is your elevator pitch clear on what you do best?
Does your bio offer a strong description of your expertise?
Do your brand images communicate leadership in your niche?
When you can get clear on these three steps, your brand will tell a powerful, specific story making you memorable and distinctive. No longer will you be stuck in no man’s brand, but instead you'll be looked at as the go-to expert in your defined niche.
Need help with your brand story and area of expertise? Let’s schedule a time to chat : bit.ly/chatwithmiki