Why Your Business Needs To Talk About Different Topics: Ideal Clients & Niching Down
There’s confusion about the word “niche” because it sounds like a pigeonhole. A niche is not a pigeonhole. A niche is a topic (or topics) that you talk about. A well-rounded business has multiple pillars in their business. They don’t only talk about one thing.
Human beings are complex so naturally, we are drawn to individuals who honor this complexity.
My business has three main content pillars: technology, female entrepreneurship & empowerment, and mental health.
At first glance, these three things aren’t very related, but I assure you that they are and that all of my content about each of these things is relevant to my ideal client.
An ideal client is who you are serving. This person is who you are writing to. If you’re confused on your ideal client, click here to get clarity.
To make this easier to understand, I’m going to break down each of my content pillars and provide examples of each one.
1. Technology
So this one is pretty obvious right…? As a website designer, obviously technology is an important part of my business. I group design into this pillar as well. When I talk about SEO, website design, branding, coding, etc… it all falls under this content pillar.
How this relates to my ideal client:
My ideal client knows that tech is not their zone of genius. They’ve spent some time trying to work on their tech and are extremely overwhelmed. They know what is possible with technology but they are tired of wasting time on their computer. They set out to start a business for freedom and they are feeling burdened by their tech.
2. Female entrepreneurship & empowerment
As a female business owner, I feel it is important to highlight the struggles and wins that come from owning a business. Remember, women weren’t even allowed to have bank accounts until the 1960’s so being a woman in this space is a new thing. We are breaking glass ceilings. But because of this, it’s an ongoing challenge. Our guidebook hasn’t been written yet. I bring up female empowerment because it’s important to me but it’s also important to my ideal client.
How this relates to my ideal client:
My ideal client is a female-identifying entrepreneur. They empower other female entrepreneurs. Feminism is a core value for them. They want to work with businesses that also value, encourage, and uplift other female entrepreneurs.
3. Mental health
My mental health journey led me to my business. I approach every aspect of my business with well-being. I take time off, I practice self-care, and I share my stories. Well-being is a core part of who I am as a person, so it plays a role in my business. I bring integrity, compassion, and authenticity into every single part of what I do.
How this relates to my ideal client:
My ideal client has been to therapy and understands mental health intimately. They value integrity, compassion, and authenticity. They resonate with my stories and feel connected with me.
The pillars of your business can be whatever you want them to be. They don’t need to be synonyms of each other. I encourage you to pull parts of yourself and bring them into your business. If you are a therapist who loves to play soccer, share both. If you are a jewelry designer who loves to bake, share both. Share it all. There are no rules for what should and shouldn’t be a part of your business. And the more you share about you, the stronger connection your potential clients will feel.
Subscribe To The Craig Chronicle
One email a week. No spam, I promise.
Read more on The Craig Chronicle…
Sometimes I feel really out of alignment with my business… So here are the six things that I do to help feel less resentful of my work.