When you hear the word “niche,” what’s the first thing that comes to mind? If your immediate thought is, “I have to pick an industry, and that’s all I can work with forever,” let’s press pause and reframe that idea.
Niching isn’t about boxing yourself in—it’s about carving out a space where your expertise shines. It’s about being the go-to person for something specific, whether that’s a type of service, an app, or a particular skill set. And the best part? Niching isn’t limiting—it’s liberating. Here’s why.
Niching Isn’t Just About Industries
Many people equate niching with choosing an industry, like construction, real estate, or e-commerce. While this can be an excellent path, it’s not the only way to niche. Think about the different ways you can position yourself as the go-to expert:
• Service Niching: Are you the queen of payroll? The master of job costing? By specializing in a service, you can become the trusted resource for that type of work, regardless of industry.
• App Niching: Maybe you’ve mastered Wave, Xero, or FreshBooks. Like Kate, who’s known as the FreshBooks expert, you can carve out a niche around a specific software that clients need help with.
• Problem-Solving Niching: Do you excel at cleaning up messy books, optimizing cash flow, or preparing clients for tax season? Niching around a solution can set you apart as the person who fixes things no one else can.
Why Being the “Go-To” Person Is a Game-Changer
When you niche, you become the answer to someone’s specific problem. Imagine you’re a business owner scrolling through LinkedIn or Google. Are you going to reach out to “a bookkeeper” or “the Xero expert who specializes in payroll for small businesses”?
Niching makes your marketing crystal clear, allows your ideal clients to find you faster, and positions you as an authority. Instead of competing with a sea of generalists, you’re the one who stands out.
But Isn’t Niching Limiting?
This is where a mindset shift comes in. Niching doesn’t mean saying “no” to every opportunity outside your specialty. It means focusing your marketing efforts on the type of work you want more of. You’re still free to take on clients or projects that fall outside your niche—you just don’t build your brand around them.
Think of niching as planting a flag in the ground:
• You’re letting the world know where your strengths lie.
• You’re making it easy for your dream clients to find you.
• You’re building a reputation that leads to more opportunities, not fewer.
How to Discover Your Niche
If you’re struggling to define your niche, ask yourself these questions:
1. What do I enjoy doing the most in my work?
2. What skills or tools am I already an expert in?
3. What do clients compliment me on the most?
4. What problems do I love solving?
The answers to these questions can help you identify where your strengths and passions overlap—and that’s where your niche lives.
Niching Is About Freedom, Not Restriction
When you shift your perspective, niching becomes a tool for growth. It’s not about narrowing your options; it’s about aligning your business with your strengths, passions, and the value you bring to others.
So, don’t think of niching as limiting yourself. Think of it as choosing what you want to be known for. Whether it’s a type of work, an app, or a skill, your niche is your superpower.
Now, what will you be the go-to person for?
