Yesterday I got asked about what my advice would be around a niche… the person asking had a few clients who were lawyers and wanted to know if he should work exclusively with a single client avatar…

Great question! Ever wondered the same thing?

Seems like the answer should be YES… marketing 101 is to niche so I thought I’d share what I shared with him…

The benefits if you get niche right…
Your marketing is laser focused… easier
Your program material is dialed in… helpful
Your become a known expert… great!

But not many people talk about the downsides of niche…
What if someone wants help who’s not in your niche… do you just say “no”
What if your niche sees you working with their competition and say “no thanks!”
The marketing style to drive your niche is a big commitment

That last point is probably the biggest… to really drive your niche means a style of marketing that may or may not fit with your personality.

I’ve taken a number of people through the process of niching and this is what I’ve learned… You need to be:

Big on Camera… you’ll need a ton of content so you’ll be in front of a camera a lot
Big on Socials… you’ll need to be across platforms that all have their differences
Big on Personality… the people that make this work are like micro-celebrities
Big on Ad Spend… you won’t be the only one so you’ll need to outspend them
Big on Tech… you and a VA are not going to cut it – there’s a lot of tech support

It’s actually MORE about the marketing persona than it is about the content of your program to your niche.

There’s definitely a type of person that this is a good fit for, but… if the idea of this style of marketing leaves you cold, then what are your options?

Well within TAN I’ve seen people try a niche, come up against what I’ve talked about, and go back to no-niche… but is it really no-niche?

What I’ve seen work best is the niche of LOCAL… it’s so under-rated as everyone thinks a niche by business-type is better. But what we’ve found is that local business owners that you meet in-person with a strong sales process is by far the most lucrative and the fastest way to build a strong client base.

But what if you have expertise in a niche like the guy who was asking about specialising in Lawyers?

The way I’ve seen it work best if you have a background that would suit a niche is to operate your niche as a super-premium option.

I’ll give you a couple of examples:

There’s a guy in our network who specialises in a specific industry because he built and sold his business to a very large company… he can help clients with M&As and prep for sale. So, while he has MAINSTREAM local clients, he has PREMIUM clients that pay him a lot of money for his expertise.

Another example from our network is a member who has a CFO background. Again, he has MAINSTREAM local clients but has PREMIUM clients who pay him up to $10K a month for his help.

So that’s my advice for niche… offer it as a PREMIUM service and have the LOCAL niche as your mainstream service. The marketing is less daunting and it means you can say “yes” to working with more clients sooner…