Narrow Your Niche to Get More Clients!
“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 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 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 will either need to change or narrow your niche, or work harder to establish your niche in the marketplace.
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!
An effective way to do this is to create what is known in marketing circles as your “client avatar” – a fictitious individual who embodies all of the qualities you desire in an ideal client. You will then craft your marketing messages as if you are speaking to this one person. Here’s a motto that will help you focus your marketing on your niche: “One person, one problem, one solution.” Even if you offer multiple services and serve multiple niches, each marketing message or campaign will be directed to one particular issue.
Here’s an example from my massage therapy practice of how I target two different niches:
1. “Are you suffering with pain from an old or new soft tissue injury? Our Freedom from Pain program will help you regain movement and comfort, so that you can function at your fullest potential.”
2. “Are you so overwhelmed with stress and fatigue that you cannot live your life as effectively as you would like? Research shows that a one-hour massage gives body and mind the equivalent of 3 hours sleep! Our Rest and Revive series will restore ease, well-being and energy!”
As you can see, I serve more than one niche, but I customize a different message for each group.
Narrowing your niche does not mean that you can’t serve people outside of your niche. It simply means that you will aim each marketing arrow at a specific target. If your message reaches people outside of your niche, you can decide whether or not they are a good fit for your business. If so, go ahead and serve them; if not, refer them to another practitioner who might be a better fit for them.
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 – those who don’t need what you offer, who drain your energy, squabble about money, make excuses, procrastinate or disrespect your time. But that’s exactly what happens when you target too wide an audience, instead of a small niche – specifying exactly who you do and do 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 who tries to talk someone into something they don’t want or need! 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 niche and the best ways to reach your ideal audience with your marketing message.