Pick Your Niche: Why Specialization Attracts Dream Clients
In my hometown of KC, there’s a farmers market filled with stalls selling everything from meat to pottery and flowers.
But when you’re craving bagels, you don’t wander aimlessly.
You head straight to the baker who’s known for it.
Every weekend, that bagel stand has a line down the block because people trust them for that one thing.
Your business works the same way. When you become known for doing one thing exceptionally well, you’ll attract more of the right people than you ever imagined.
In this blog, we’ll cover:
The problem with staying broad
What a niche is (and why you need one)
The most common niching mistake service providers make
A step-by-step guide to uncovering your unique niche
Eight ways to niche with real-world examples
The Problem With Staying Broad
In the past, small businesses were locally-based and only had to compete with a handful of similar businesses in their town. At the time, it made sense to offer as much as possible so that they could serve their customers well.
Today, online businesses are competing with hundreds ( if not thousands ) of similar businesses in their industry.
This market saturation means you need to get specific.
Failing to niche can leave your messaging vague and leave you feeling overwhelmed and overworked. (because each client has vastly different needs )
Remember, even Amazon started as a niche online book-seller before conquering that market and expanding outward.
Your Brand’s Sweet Spot
Imagine you’ve pinpointed your perfect niche. You know who your dream clients are and your unique strengths as a service provider. Suddenly…
Content creation becomes easy because you know exactly who you’re talking to.
Your lane of expertise is clear and you know where to invest your learning and growth.
You build confidence and credibility with every project in that lane.
Delivery gets smoother because you’re not reinventing your process each time.
That’s the power of niching down.
Niching: What NOT to Do
In my experience, most small business owners think they’ve niched.
In reality, they’re barely dipping a toe into the niche pool. They’ll choose a broad industry like “health and wellness,” and half-heartedly commit to it.
Instead, I want you to go an inch wide and a mile deep with your niche. Your niche should be more than a broad industry. Instead, it should be reflective of both your dream audience and your unique skillset.
Here’s how to do for yourself.
How to Find Your Niche
The good news is you don’t have to get wildly creative or reinvent the wheel to find your niche. You just need to do a little reflection. Here’s how to get started:
Step 1: Evaluate your past work
Who has been your favorite client?
What made it feel like such a good fit? Was it their personality, values, or the problem they had?
Step 2: Explore the eight ways to niche below
Which dimensions unlock new angles or patterns in your work?
Choose 2-3 ways to use in your own brand
Step 3: Add your personal lens
Consider #6 - #8 from the ways to niche below. What personal interests connect to your field?
You are often best equipped to serve the person you used to be. In what ways do your experiences overlap with your ideal clients?
Eight Ways to Niche
When narrowing down your target market, it can be helpful to look at it in a multidimensional way. I look at eight core categories when helping clients uncover their niche. I recommended choosing 2-3 of these categories to own for your own brand.
1. Location or Geography – Where do they live?
San Diego wedding photographer
Dallas-based personal chef for busy families
Vancouver hair stylist
2. Industry or Identity – What defines them personally or culturally?
Pinterest manager for wellness coaches
Nutritionist for new moms
Brand designer for women-owned businesses
3. Stage in Life or Business – Where are they in their journey?
Copywriter for service providers scaling past six figures
Financial planner for empty nesters
Coach for brand-new solopreneurs
4. Problem – What are they stuck on right now?
Web designer for businesses outgrowing DIY sites
Productivity coach for freelancers in feast-or-famine cycles
5. Desire – What outcome do they want?
PR strategist for brands seeking national media coverage
Trainer for women preparing for their first marathon
Brand designer for service providers aiming for partnerships
6. Values / Beliefs – What do you care about?
Sustainable packaging consultant
Faith-driven business coach
Brand strategist for luxury, premium goods
7. Style / Approach – How do you do what you do?
Holistic life coach using somatic practices
Playful, nostalgic brand designer
Stylist known for lived-in color techniques
8. Cultural Trends - Where do your skills or interest align with popular topics?
Substack strategist for thought leaders
AI consultant for coaches
Biohacking-focused wellness coach
A Final Reminder
Niching isn’t about limiting yourself, it’s about creating focus and confidence. It’s the tool that allows you to:
Stop blending in
Clients immediately “get” what you do
Your marketing becomes simpler and more effective
Want more quick wins?
Subscribe to the Fresh Picks Newsletter. Every Monday morning you’ll get my branding tips and insights delivered to your inbox.