What is a Self-Identifying Niche?

No one goes into business without some kind of target market. There are a million-and-one “nail your niche” free offers out there and once we get our Ideal Customer Avatar created, we feel like we’re all set.

But how many of us create our “Busy Jenny” or “Scaling Suzie” and leave them sitting in a pile of other strategic planning?

An exercise to do an exercise is NOT the point (I feel the same way about customer journey mapping but that’s for another post).

The real point is to get so familiar with your customer that you can speak their language in everything you do. Marketing. Sales. On-boarding. And so that when they give you a testimonial for your services, it immediately speaks to others like them.

I like to call it the “self-identifying niche”, because when people hear you speak (or read your writing), they can immediately self-identify with the message; a light goes on for them that says “yes! That’s me!”

How to get to self-identifying

Business is about people. And people are consuming your marketing and sales messages. As part of your original niche development, you likely worked through identifying your customers problem. As in, what problem are they experience that would indicate that they need your help.

Now, when you think about the things you experience as a problem, how do you feel about them? Are you proud you have this problem? Are you ashamed or embarrassed?

This is a critical question to answer, because the likelihood of someone self-identifying with a problem they are ashamed they have, even if they understand they have it, is low.

To use an example, many life coaches can help people based on something they lack; confidence, bravery, clarity. Let’s use bravery. Your customers may well very want to be braver. BUT, in the framing, you have created a self-identifier of “not brave”. Would you enthusiastically tell someone else, “Ooh me! I’m not brave”. Probably not.

I may want to be braver. But I also don’t want to admit to myself (little lone you) that I’m not currently brave.

This is where the work comes in. It’s not that the targeting is wrong per se. It’s how the problem is framed. So, it’s back to the drawing board. What are some of the other symptoms of not being brave? How does it make people feel? Is there a way to frame it that allows prospects to enthusiastically identify?

Talk it out. Run it by other people. Make sure it leaves people feeling good and excited to work with you.

I’m not saying that it’s easy. No, no. It definitely takes work.

And all the work that you put into it will pay off throughout the customer experience :)

If you’re currently feeling stuck, Book Your Discovery Call to see if a Nail Your Niche consulting call is right for you!

Or register for the free Simplify Your Marketing mini-course, where you’ll get a crash course in this very exercise!