A niche is a specialized segment of the market.
The common belief is that if you “specialize” in a subset of whatever profession you are in, the more that you will stand out to potential clients, and the more valuable that you will appear to be. You will be able to not only charge more money, you’ll also be more in-demand by clients. It’s really hard to argue with this argument. Everybody knows that having a niche is the best career path anybody with a profession can take. But…
When everybody agrees with something, it usually means that everybody is probably wrong.
If everybody agrees on anything, it means that almost everybody isn’t thinking for themselves. They believe something because “everybody” else already believes it. They never rationalized it themselves. They never thought it through, and came to their own conclusion. Sort of like the lemming’s all following each both over the cliff, because the group is always right. There are so many glaring examples throughout history, and today, of everybody “knowing something was true, and only later was it found out to be so wrong it was laughable. Does “the earth is flat” sound familiar?
Don’t ever believe anything that anybody ever says.
Notice very carefully exactly what I just said, not what you thought that I said. I did not say that you should disbelieve anything, I only said that you shouldn’t believe it. Anything you hear anybody say, or you read somewhere, you should keep an open mind, then form your own conclusion. Things can get mighty interesting when you actually think for yourself, and form your own opinions.
Who determines what your niche really is
I bet you haven’t that question before, have you? Maybe, just maybe, it is the single most important question that you could ever ask about your own career. It’s commonly thought that we each determine what niche we have. Everybody is right aren’t they? But remember what happens when everybody believes something?
Have you ever heard of the golden rule? Him with the gold makes the rules. Who has the gold in your career? You think that it might just be your clients, or potential clients? Maybe your clients have a say in what your niche really is?
The real niche is what your client really wants, not what you want
Your clients want more profit, and that means more customers. To get more customers your client need somebody to build a website, somebody to create a YouTube channel, somebody to do social media, and an SEO expert. It takes all of these “experts” just to create the infrastructure needed to promote their business. Then they need somebody to create the content, like photographers and video producers.
Each one of these “experts”, with their own “niche”, is in the eyes of your client, just one small part of what he really needs. Each of these “experts” sees themselves as having a niche. But each of these “experts” is actually just a single commodity in the clients eyes. They each are just a small part of the bigger whole. And that bigger whole is what I call the Super-Niche.
The Super-Niche is what your client truly wants, but you probably aren’t even aware of what it is. The Super-Niche is the one person who can help him, or her, make more profit, by helping get more customers. The one person who can replace all of those 4-5, or maybe more, so-called “experts”, and do everything it takes to promote their business.
Find out what the Super-Niche is, that solution to what your client’s needs really are, and you will stand out from everybody else. You will also be a lot more valuable to your client, and can make a lot more money.
To learn more about Dan Baker, you can read his bio and client list. You can read all of Dan’s articles at his archive. He uses the techniques in the Super-Niche to build the website for Fulltron Aviation, which is an umbrella of several aviation related businesses: Flight School, private airport, a social organization called the Hillbilly Squadron, and How-to GoPro videos.