Need More Clients? Nail Your Niche!
“You can please all of the people some of the time and some of the people all of the time, but you can’t please all of the people all of the time.” –Abraham Lincoln.
What’s your niche? Whether you pronounce it “nitch” or “neesh” – you need one in your wellness practice!
One of the biggest marketing mistakes I see holistic practitioners make is not being clear about their target market. I know because I’ve been there! I used to think like a lot of practitioners – that I needed to market my services to as many people as possible to get enough clients! And guess what?! When I marketed to everyone I never had enough clients!
What about you? Do you target a specific group? Do you know if there is a demand for your service, and do you have a plan to market and sell what you offer?
Some practitioners believe that it is unethical to make money from other people’s pain or problems. Others may think they just have to share their divine gift and God will provide for them.
If this is you… listen up! Yes, God does provide. But She – God, Source, Universe, whatever your word for a Higher Power – doesn’t just drop money from heaven! Money comes in the form of an opportunity. The money passes to you through your client, in exchange for the help that you give them!
If your business ideal, dream or goal feels like divine inspiration, then you’re off to a good start as a Spirit-based practitioner! But your message has to reach the right audience to bring you more success and income. The following steps will help you create your unique wellness idea, take action on it and get the results you need, want and deserve!
Step 1: Research
Research your idea to see if there is already a market demand for your particular wellness modality, idea or perspective. Don’t worry about competition. If others are already doing what you offer, it means there’s a market for your service or specialty. If no one is doing it, you may need to change or narrow your niche.
Step 2: Identify Who You Want to Work With
Once you get clear on your target market, you can develop a marketing plan that attracts the right people and discourages those who are not a good fit for your wellness biz. You may think the best way to get lots of clients is to market to everyone! But you actually get more ideal clients by narrowing your niche to a small specific group. Here’s how to identify your niche:
Your niche is made up of people who already know they need help, they just don’t know how to get it. That’s where you and your marketing come in! Use your marketing materials to speak to your ideal client as if you were having a conversation with them about their needs and your solutions. Word your marketing message in a way that your ideal client will ‘see’ herself in magnetic marketing questions; she will answer ‘Yes!’ to them and pre-qualify herself as your enthusiastic new client!
You will not have to turn away non-ideal clients, because they will not ‘see’ themselves in your specifically-targeted message and will realize that your service is not for them. Your special gift will not be expressed at its highest potential if you work with people who don’t fit your Ideal Client profile, who drain your energy, squabble about money, make excuses, procrastinate and disrespect your time. But that’s exactly what happens when you target a wide audience, instead of a small niche – specifying exactly who you will and will not accept as clients.
Step 3: Sharing, Not Selling
Finally, you need to get comfortable with sales. I don’t mean the stereotype of the slick used car salesman! I’m talking about offering something you believe in, to people who need it – a solution that matches the needs of your niche. Think of it as sharing your services, not selling.
Conscious business marketing is totally ethical. It is not about closing the deal. It’s ‘having a conversation’ about how your work benefits people. Remember, every successful business – including yours – has the solution to a specific problem, pain or challenge.
Ultimately, as a wellness entrepreneur, you need to go beyond your big idea. To bring your great business idea into reality, you need to start with getting clear about your target market and the best ways to reach them with your message.