Should I have a niche?

Do you know the parable of the farmer scattering his seed in the hope of a good crop?  Unfortunately, some of it fell on hard ground, some seed...

If you're wondering whether you should have a niche, do you know the parable of the farmer scattering his seed in the hope of a good crop?  Unfortunately, some of it fell on hard ground, some seed was eaten by birds, and some blew away.  I see that happen to a lot of marketing!   Most business owners want to serve ‘everybody’ and consequently their marketing isn’t producing a good crop of customers.

The easier way to get a good crop – a solid stream of clients - is to decide on a niche. If you’ve never considered this, please read on, because if you discover that a niche is for you, it can transform your business.

First, never worry about missing out. Even when you clearly state whom you serve, there will still be others who’ll come and ask if you can help them too.   Only now you can decide if you want them as customers. 

When you decide to serve a particular section of people, you’ll study and learn all about them.  As you research, you’ll come to understand them, their challenges and their needs.   Then you see that you can provide them with the solution they’re searching for.  Your marketing message can now be very specific in who you help, and how.

Claire is a client of mine and she’s an accountant.  There are a lot of accountants!

Whenever she tried to promote her business, her marketing was like scattered seeds – falling on stony ground.  We discussed whom she really wanted to work with and where her expertise lay, and she soon decided she wanted to focus on solicitors.  She became The Solicitor’s Accountant!  Now, if she goes networking, she knows what to say.  Her message is also very clear across her website, her social media, and even her business cards. She doesn’t waste time talking to ‘everybody’; but when a solicitor approaches her, they immediately hear that she is the solution for them.  She no longer has to sort the wheat from the chaff!

When you listen to your chosen market, you pick up their language.  You notice the words and phrases they use to describe what they’re thinking, feeling and doing.  You can now use these words in your marketing messages, knowing your ideal clients will instantly understand.

When you have a niche, you know exactly what your people want, and you know that you have the solution.   You’re the person they need, and you can describe the result you can give them.  Suddenly you can create a message that’s clear and very effective.

If you don’t have a niche, consider whether you could.  Who do you enjoy serving?  Where does your expertise lie?  Who would be great customers for your business?  Get clear on a specific group and you can plant your marketing seeds, knowing they’ll grow, instead of scattering them to the wind.  And that will help your business grow.

Hitting the target - dart in the bullseye on a dartboard


Categories: Challenge, Goals, Transform, Fear, Business, Entrepreneur, Decisions

If you liked reading this blog and would like the occasional good old fashioned email with more Life Notes, you'll need to sign up here.  

You can get more of my thoughts and posts by following me on Facebook at if you'd like to discuss your life vision with me, I'd love to hear from you.

Want to ask questions, share your ideas, and get support? Join my Facebook group, The Created Life Club, a group for business owners and busy women. Come and make friends and build relationships. There are lots of tips and help to create calm and confidence, strategies, setting boundaries and time management, and ideas for expanding your one wild and precious life! Join here.


Explore More

About Karen Burge

I found my passion in using my experiences and training to help others through whatever life threw at them. I have studied NLP (Neuro Linguistic Programming), Breakthrough Coaching, the Thrive Programme and the Desire Map. This means I can draw on a number of tools and pathways, creating coaching sessions that are completely bespoke to you.

Find out more about Karen

Ways to work with me and get more clients.

You Might Also Like

Karen Burge

When you set an extraordinary goal, everything changes, but these 4 thoughts could be sabotaging you.

Karen Burge

Out on the plains, hunting for your dinner, your fear is keeping you alert and safe. But when you’re running a business, fear itself can be y ...

Karen Burge

If you are a business owner, you probably know that the most important thing you need to do is to constantly get and keep customers....

Karen Burge

Do you know the parable of the farmer scattering his seed in the hope of a good crop?  Unfortunately, some of it fell on hard ground, some s ...

Karen Burge

Many choose a 'Word of the Year' to guide them to their goals. If 'Confidence' is yours, here are the two elements that you'll need!

Karen Burge

When we rush around we miss things, make mistakes and have a bad day. Slowing down means savouring life and achieving more.

Load more