Do you remember how easy it used to be rebel? A tattoo. A nose ring. Ripped jeans.
If you had blue hair in 1981, you might also have had a mohican, a safety pin up your nose and plastic trousers.
(Was this you?)
But for Millennials or Gen X-ers having blue hair now is likely to make you fit in rather than stand out. You’d probably get more attention wearing jeans and t-shirt.
Look at that weirdo with the bare arms.
We’re all individuals now.
Which is good news for marketing! Why? Because it makes communicating to a niche so much easier.
As consumers we know what we do and don’t want, what we like and dislike. We’re much more aware of our individualism, our choices, and the ability we have to get what we want. We know we have particular needs, and that there are specialists out there who can meet them.
So having a niche doesn’t just help you find the right clients, but it also helps the right clients find you.
Let’s go back to that cocktail party we went to in the summer (it’s still going, don’t tell Boris) and compare two intros: “I’m a financial adviser working with people who want to retire” vs “I’m a financial adviser specialising in working with senior medical professionals”.
Put Cocktail Intro One on your website and you’re going to get lost in the sea of businesses that are offering that same thing.
Whereas with Intro Two, you’re making it easier for the people who fit that scenario to find you.
Plus, with a niche, you’re an expert – and clients with a lot of spending power want an expert.
You’ve also fast-tracked the ‘trust’ aspect to an extent – you can more easily prove your expertise now that you’re speaking their language.
And your business can be more efficient – your providing a specific service for similar people.
Everything becomes easier once you’ve identified your niche.
Who doesn’t niching work for? People like Kim Kardashian because people are buying her stuff (what is her stuff?) because of who she is.
So unless you’re Kim (hi Kim) I’d say you need a niche.
Having trouble defining your niche?
Think of a particular type of client who has unique needs and who you really enjoy working with. ‘Former 70s punk’ might be going too far, but ‘divorced women’ might not.
You dirty rotter.