Finding Your Niche To Grow Your Online Service Business

Service owners frequently get encouraged to "find your niche." Some marketing coaches urge you to take some time to pick a niche. They encourage you to conduct research and talk to prospects.

Other business coaches disagree. They say, "Pick a niche. Take no more than 2 minutes. Then run with it." The idea is to avoid getting so bogged down in choosing your niche that you never get into action.

A middle ground involves discovering strategies for finding your niche. In my experience, the easiest way is to focus on your target market's pain or problem. What's keeping them from doing, being and having what they want? Why do they call you? Why now?

In contrast a "nice to have" product is like an extra gadget for the kitchen. You need to make coffee but do you really need an espresso maker?

You can earn significant revenue with a "nice to have" product or service, but it's harder. Besides, when you dig down, you'll probably find a way to make that "nice to have" a "must have" for some of your prospects.

Flowers, for instance, seem to fit the "nice to have" category. But a few years ago I wanted to send my veterinarian a thank you gift after she kept my cat alive without draining my bank account. I had to have flowers. I needed to know that the flowers would get there on time for a holiday weekend. I had to be sure the arrangement wouldn't embarrass me by being cheesy, cheap-looking or faded. So for this one occasion, I was a hungry market.

A hungry market is a lot easier to sell. In just aobut every field, you will find a hungry market that is eager for help. For example:

-- Financial planners find hungry markets among people of all ages who want get out of debt, deal with the consequences of identity theft and plan for sending the kids to college.

-- Life coaches will find a hungry market among mid-career executives who just can't bear to spend another day in a job they hate.

-- Fitness professionals can target women (and some men) who can't stand being out of shape for bathing suit season.

-- Dog trainers will find a desperate niche among owners who just lost a pair of $20 socks or $200 loafers to a set of strong canine teeth.

Of course, markets can be hungry for good things, too. When you've worked hard all week, you want to reward yourself. For many years, manufacturers of high quality scotch used the reward motive, as in, "You've worked hard: you deserve the best." Massage therapists and other spa services can use this appeal.


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Cathy Goodwin, Ph.D., is an online copywriter with a mission to simplify
marketing for service professionals. Your next website makeover can be
smooth and hassle-free...and it's easier than you think. Start by
downloading this FREE simple checklist: http://www.CopywritingWithCathy.com