3 Misconceptions About Niche and How To Reframe Them

The common perception of “niche” lacks the fluidity and adaptability essential for long-term fulfillment through business.

With the premise of niche being an anchor to our community through our business, let’s reframe our perception of “niching” from some disconnected marketing exercise to a continuation of how you express YOU through business and marketing:

Reframe #1
Niche is NOT something you pick from a “niche menu” just because someone says it’s viable or lucrative. Niche is NOT determined by exte
al factors alone.
Niche is rooted in our inner values, convictions and points of view.

When we have the clarity, when we find the belief and conviction that drive us, we create inevitability that fuels aligned action.
“Niche” emerges organically under that inevitability, from within. You cannot squeeze yourself into a “niche” handed to you by others if your internal drive tells you otherwise.

Your niche is the undiluted expression of your value, conviction and vision for your version of the world – made relevant by relating your inner truth to your community and the world.

This highlights the importance of sharing our ideas, conviction and POV. Relevant content – be it written or spoken, distributed via text, audio, video, or live audience – is your magnet to pull those who resonate with your unique approach into your world.

It’s a process of organic self-selection, not one of imposing yourself into a group and shouting with a megaphone regardless of context and relevance.

Reframe #2
Niche is NOT a collection of research data.
Niche is about connection and resonance. Niche is about giving a shit.

I find it interesting that with all the research and data, which are essentially a distillation of human behavior, many approach niche in such a clinical and impersonal way that it loses sight of the fundamental element – real living breathing people!

After we establish what matters to ourselves, the next piece of the puzzle is to establish who matter to you, and what matters to them.
If A=B and B=C, then A=C. What matters to those that matter to you, matters to you.

Niche is about finding these people who matter to you, or care about what matters to you, and connect with them on an emotional and personal level.

Connection and Resonance is the new currency of Conversion.
To build that connection and resonance, to create content that connects, we have to own our vulnerability.

It requires empathy – not lip service like “I understand” “I have been there” or “it’s not your fault” – canned phrases that are flooding the marketplace because of some sales page checklists or scripts.

You don’t have to go through the exact same thing (in fact, you can’t) – everybody’s experience is unique because of the individual’s history and emotional state. To say “I know exactly what you are going through” minimizes the unique experience.

It is about acceptance and showing up – because if you can’t show up for your peeps, how can you expect them to show up for you?

Reframe #3
Niche is NOT static. Niche is NOT “set it and forget it.”
Niche is constantly evolving because we are evolving, and the world (in which we define ourselves) is evolving.

“Niche” seems limiting for some because of the common perception of it. They resist defining a niche, which prevents them from taking their work deeper into serving those who truly matter to them.

For the multi-talented and multi-passionate, being “defined” by a niche can feel constricting, particularly if we approach “niche” as some existing labels.

We often associate “business” with our logical mind, and it’s hard for the logical mind to embrace uncertainty. But we all know that uncertainty is the only constant we can count on.

If you resist taking your niche with you on your evolutionary journey, the misalignment and chasm betwee
YOU and what you *think* your communication and offering *should* look like based on an artificially defined parameter can widen to the point where it’s no longer reflecting your conviction, value and ideal.

When what you do is no longer reflecting who you are, your communication is not in alignment with your message and you are not attracting the right clients. Doubts set in, and you feel this niching thing has failed you (or you fail at it.)