Alan Dib tells us in his book, The 1-Page Marketing Plan, that choosing a good niche for your business is one of the most effective ways to grow your business.
Too many businesses feel that narrowing their focus will cause them to lose business. “We don’t want to limit anyone from contacting us.”
But he shares a great example of the power of focus by using the example of a wedding photographer. If the bride-to-be is looking for a photographer for her wedding and she does a Google search, what is she going to search for? If she has a choice to choose between someone who advertises as just a ‘photographer’ vs. ‘wedding photographer’, she is going to choose the wedding photographer every time.
Another example, if someone has heart trouble and they need to have surgery they will look, not for a ‘surgeon’, but a ‘heart surgeon’.
Defining your niche clearly actually expands your market; it does not narrow it.
This has the additional advantage of being able to classify yourself as a specialist in your field. With a narrow niche, you become the de facto expert in your area because of your focus. Specialists can charge a higher price than a generalist.
Every business has some area where they can focus and specialize. This makes it easier for potential customers or clients to find you, and it allows you to charge me.
Check out “The One-Page Marketing Plan” by Alan Dib.