Way back in the mid-1980’s….as dinosaurs roamed the earth and this thing known now as the Internet was nothing more than a military defense communication tool…. my mentor, Joan Elias began instructing me in the ways of targeting marketing messages to increase the ROI of any marketing or advertising campaign.
Maybe that’s why Janet Johnson’s post Nesting and Niching really struck a chord with me…
And as you go niche, strip all pretenses away, take “beginner’s mind” (as they say in yoga) and be authentic.
Niche, derived from “nest,” should imply that you’re going into the realm of people’s safe places. Treat them with respect, and the response should be overwhelmingly positive.
It’s easy to forget what it’s like to be a beginner, especially when one is in the "guru" or "consulting" game.
I recently have started a new venture which has re-acquainted me with all the experiences of starting a new business. The experience of starting another business in emerging technology has helped me to remember the fear and frustrations I faced when I began my web development business a decade ago.
As a result, I’ve become an even BETTER resource for my niche or target clients. Starting the new business has been essential in re-connecting with what it’s like to be taking the first baby steps of establishing and growing a business. As I search for an experienced guide to help me, I’m recognizing the value of having a trusted resource to which I can turn for guidance as I navigate unfamiliar waters. I recognize that I am that resource for my clients. I am the creator of that safe place for them.
Remember, you’re creating a safe place for your niche market customers. Whether you’re a medical professional, an attorney, a real estate professional or a financial consultant…. your job is to create a place of safety for your client base. Building that level of trust and comfort is a crucial element of success.