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When we are no longer able to change a situation, we are challenged to change ourselves.
Niche Clarity Workshop
Find the Profitable Sweet Spot in Your Business
That was my take on marketing when I first started my business. Sometimes I still slip into this magical thinking when I get excited about something I'm working on. It seems entirely plausible that people will be so enthralled with what you're doing that they'll sign-up without any other information.
But, it's just not that simple.
It is true that you need to build something to base your business on.
Unfortunately, no one really talks about where to start.
Most people start by developing their services and offerings. Without a clear understanding of their target market the end result is usually a jumble of offerings that's confusing to potential clients and very difficult to market.
Others try to keep their options open by meeting everyone's needs. They think they can build their business by working with everyone. Unfortunately, it's more likely they will keep business from coming their way because no one can figure out exactly what they do.
The best way to build your business is to do everything you can to build your perceived expertise in an area that fulfills your client's needs and provides you with a unique competitive advantage. You want people in your community to know, without a doubt, that you are the "go to" person for your chosen area.
Unfortunately, most marketing courses aren't much help in this area because they assume you already know the focus of your business. Usually the first exercises in any marketing course are designed to help you develop a compelling audio logo or elevator speech that you can use in networking situations. This is difficult enough if you are crystal clear about your unique business proposition, but if you aren't clear how to articulate what you do, you won't be able to come up with a good audio logo or implement anything else you are learning in the class. No matter how hard you try.
Susan is just amazing. She helps me step-by-step, encouraging me and inspiring me to really dig inside myself and find my voice and my vision and where I want my business to go, so that my business is really becoming about me and finding my niche in the world. The Niche Clarity Program has just been an incredible experience.
Pamela G Mingle
Owner, Pamela Gallagher Style
Without a niche, you are likely to:
Identifying a viable, clearly defined, profitable niche is something every business owner needs to do as early in their business as possible. With the clarity of a niche you are able to:
Some business owners are content to focus on the niche that will bring in the most money. They don't feel the need to have a personal connection to the target population or the problem/solution. In this case, business owners look for the niche market that is most willing to pay cash to get the service or product the business owner is selling.
However, most entrepreneurial women have a much different focus. They are in business to make a difference in people's lives. Meaning is very important to them personally and they want to bring meaning to those they work with. Ideally they want to do work that:
Without this connection with their business they don't feel authentic in their marketing efforts, which undermines their effectiveness.
The Niche Clarity Program and working with Susan was an eye-opening experience for me. Within a short period, I was able to see new, unexpected, and creative ways to work with my new small business idea.
Owner, SJ McKay Solutions
Winnipeg, Manitoba, Canada
And yet the entrepreneurial woman's niche can't just be about her passions. The key for entrepreneurial women is to identify the sweet spot that taps their own passions AND fulfills a need your clients are willing and able to pay to resolve.
(See the green section of the diagram below for a visual image of this sweet spot.)
Susan's coaching has definitely helped me to create new business ideas and ways to implement them. In addition, the Niche Clarity Workshop helped me clarify what type of business really matched my interests. I have gained the confidence to develop these ideas and create my own business using the Niche Clarity Program. I thoroughly enjoy working with Susan.
This Niche Clarity Workshop is perfect for the entrepreneurial woman who wants to identify her sweet spot so she can build a business that taps her passions AND supports clients who are willing and able to pay for her services.
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