Are You Trying To Be A Superhero?

You can’t be everything to everyone.  Unfortunately, it’s true. That’s why focusing on your niche is so important. It allows you to be focused on a particular audience and save frustration. If you try to be everything to everyone, you’ll ask for anyone to be your client, and no one will refer you. When you become specific, your network can assist you because they have a customer picture in mind.

I was in a networking situation last week listening to a wireless communications sales representative tell me about his business. His company sold more than just cell phones. They offered digital phone service, satellite TV, home security, and much more. As he was telling me about his business, I became more and more confused. How many products and services were there? Which products was he trying to sell to me? At the end of his speech, I asked him what products was he focusing on. “All of them,” he answered.

I explained that with such a wide array of products and services that he needed to focus on a niche, grouping certain products to serve a specialized market. If he tried to sell all of his products to everyone, he’d have to be a superhero. I also pointed out that by focusing on a niche, it would be easier to market his business. His marketing would be more targeted to a distinct group of individuals instead of casting a wide net and trying to capture everyone.

It’s impossible to be everything to everyone, unless you’re a superhero and can come to anyone’s aid at any time. Since we are human, choose a niche and be specific. Below, is a video that discusses your “true” niche’s target market.

How did you find your niche? How has your marketing changed? Let us know in the comments below!

14 thoughts on “Are You Trying To Be A Superhero?

  1. Splendid message and lesson here, Kristen!

    When I first came online, one of my biggest struggles was not narrowing down my target audience and getting absolutely specific. At first I was trying to target ‘moms’. Well, I figured out ‘moms’ is WAY too broad a market. So I just kept chiseling away and chunking down until I eventually zeroed in on my ideal target audience. It really was an interesting and painstaking process. 🙂

    You’re right! Unless you’re a super duper superhero — there’s NO way to be all things to all people.

    • It is a painful process. It’s one of the things I wish someone would’ve told me about when writing my business plan.

  2. Well stated. I think I’ve done well to establish an audience of like minded people, even though I’m still to decide on my niche. I am struggling with keeping up with those outside of my niche though, whom I have connected with. I’m at the stage now where I need to make some executive decisions as – yes – I’m no superhero.

    • Well said Janine! It is hard to define your niche, and sometimes it takes a while. Keep trying, you’ll figure it out!

  3. Fantastic post, Kristen! This is something that I teach as well . . . and something I’ve had to learn over time myself! I started out in what I thought was a niche – – personal development. Not a niche :). Then I chose the niche of moms (way too huge). I eventually focused in on work at home moms (new work at home moms, moms who want to work at home, and work at home moms who aren’t as succesful as they want to be). I have an ideal client profile specifically written out. The person even has a name. In fact, I planned to write about the process of creating an ideal client profile on our blog today (just haven’t gotten to that yet :))!

    • Wow! That’s a GREAT idea: writing out your client profile, giving them a name, making the person realistic. Thanks Leanne!

  4. I love your video, Kristen. I know that finding a niche is not always easy but it is necessary for business success. You did a great job explaining why you can’t be everything to everyone.

  5. This is a great topic for any small business owner. No matter if you have a brick and mortar or are strictly online, you need to know WHO your market is and niche it down. What I have found is, start with a small niche WITHIN a large one and increase as your biz grows! Fabulous information here!

  6. Kristen,

    Nice article and understandable as to why, but I’m so used to doing most everything administratively for those that are in need that not sure I’m interested in finding one niche. 🙁

    Curious, do you think that all professions need to have a niche?

    • Some markets are too specific and it’s hard to have a niche. I would say at least a focus that centers on the main services of your business.

  7. Fantastic post. Understanding why you need one and finding your niche I think has been my toughest job so far in starting and running my coaching company. This post really nailed it with your example. Writing it all down makes perfect sense and I have jotted, described and sort of done this but I think, after reading and listening to you I really need to make a focused effort to create a far more specific customer profile..thanks so much!
    keep well,

Leave a Reply

Your email address will not be published. Required fields are marked *