Way back in the mid-1980s, 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 started a new venture, which has reacquainted 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 reconnecting 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.
Kathy,
Thanks for the mention – glad the post struck a chord… My question for you is this:
As a consultant (and clearly one who utilizes social media), how do you negotiate the fine line between safety (for your clients) and fear of the unknown?
I have been a bit frustrated at the fear surrounding clients’ entries into the “Way of Niche Marketing” utilizing online marketing and engagement methods.
The most powerful persuasion tool I have to “entice” my clients into the age of new media is my own blog’s success.
I launched this blog to promote my book. I also converted an established HTML web site to do the same. A year later, the blog has outperformed the HTML web site in every way. The blog gets more traffic, more book sales and more ezine sign ups.
I’ve found by sharing my story, it helps them to dip their toe into these strange waters. I’m not some “guru” selling them a “get rich quick” system, but rather a fellow traveler who’s found a better way to make the journey.