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Niche Doesn’t Mean Small, it Means Focused: Find Yours,
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Define It, Nail It
 by Collin Stewart | Sep 18, 2015 | Blog, Sales & Marketing Strategies | 0 comments
About Collin
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Working with Aaron Ross on the Predictable Revenue team, we get to listen in on some cool workshops— this was one
 we all enjoyed. Collin Stewart is the Co-
Founder and Co-CEO of
What is a niche?
Predictable Revenue,
There’s often a misunderstanding (and misuse) of the word niche. A niche (or niche market) is a segment within your
podcast host, AA-ISP Chapter
target audience where you strategically direct the most marketing (and time). Having a niche is like being the big fish
President & failed musician
in a small pond—it’s much easier to be successful in a small pond compared to a large one. Once you find your niche,
(in a funny - not sad - way).
you’ll compete more effectively within your industry.

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through the lens of a
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Whether you’re SaaS, software, a consultant, a services company or in the media, you’ll always have competition, and
the ‘noise’ keeps getting louder. What’s the reason to hire you or buy your product/service over someone else’s? Your
niche helps focus your value, messaging and differentiating factors, so it’s easier for customers to understand and get
excited about your stuff.

Focusing on a specific area or product type within your industry separates you from the rest of the competition.
Focus also means that you don’t waste time and resources on prospects or segments that aren’t a fit with your
company. Rather than being all things to all people, a niche allows you to focus on the one thing you do really well.

Have you “Nailed your Niche”?

Once you understand the basics of a niche, discover and establish yours. Clues that tell if you’ve pin-pointed your
niche:

If you have grown by word-of-mouth but struggle with lead generation and outbound prospecting, you haven’t
nailed your niche.
If your solution is offering ”nice-to-have” products or services to prospects instead of “need-to-have” products or
services you haven’t nailed your niche.
If your marketing sales strategies aren’t seeing results, you haven’t nailed your niche.

If you can relate to any of the above, you may need to re-evaluate your focus and consider a different route.
Oftentimes, nailing your niche can come from asking yourself a series of questions. Take time to consider your assets,
your business goals, and what you and your team do well. Go back to the basics—discover what you do and who you
do it for. After a bit of exploration, you’ll be closer to your niche.

The “Arc of Attention”

Prospects are not your family. Your family may give you
three hours of their time, but this is obviously not the
case when you’re sending a cold email. You only have a
few seconds to make an impression and get a
prospect’s attention. The ‘Arc of Attention’ becomes
much smaller; be clear and simple about how you can
help them.

If you’re able to quickly and clearly outline how your

business solves a prospect’s pain, you can build trust and move them along the Arc of Attention so that they invest
more time with you. Can you capture a potential client’s attention in a short period of time? If you’re describing too
much (venturing outside your niche), you’ll be less effective in communicating your message and lose
attention. Nailing your niche is critical to your scaling your business. As Aaron says, ” when you’re talking to everyone,
no one can hear you.”
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