To niche or not to niche – doesn’t matter. Get out there!

This week's question from my portal “The Neagle Code: Directions for Life” comes from Rudi.

Neagle Code Question

I started my business as a life coach 4 years ago but I am not successful. I assume this is because I am confused a lot. I know so many techniques and have helped so many different people with equally different problems that I get confused the minute I think about defining a niche.

How can I get clarity and continue this work that I am truly good at? I can't bear the idea of going back to the corporate world.

Thanks for your help!

Neagle Code Answer

Hi Rudi and thanks for your question!

Confusion is a state of mind that chronically sabotages success. I see it all the time with entrepreneurs.

It usually pops up when someone has a fear of making a wrong choice or a mistake, so let’s look for the truth to bring you back on track.

My question for you is this: Why do you feel the need to define a niche?

I have a hunch that you heard somewhere that to have a successful business you need to niche.

And I couldn’t disagree more.

I see entrepreneurs running themselves out of business because they are trying to define a specific niche rather than spending time listening to their potential clients and speaking to large audiences.

My advice would be to stop trying to define a niche and instead get out there and help as many people as you can.

You’ll know when it’s time to niche, and you won’t be confused by it.

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  1. HI David,

    Thank you for this! I, too, am tired about hearing about niches. Since I changed cities, I know no one here. Great news!
    Who will fit w/ me? I definitely know what kind of person I attract. Being in a totally different place, I am just out in front of people lots more. As a result, more people are showing up. The right ones seem to find me. And if they’re not the right ones, I redirect them.

    Like your simple explanations. Thanks.

    • The right ones always will find you Emmy, and that is who you will continue to attract. I appreciate the post.

  2. thanks David! Rudi is not the only one who faces this problem, I knew it all too well. And indeed, going out into the marketplace and talking to / working with customers appeared to be THE way to find out what I’m good at!

  3. Thanks David!
    I was indeed told that I had to define a niche and it also made sense to me at the time and still does somehow. Whenever I meet people they want to know what I do and with what I could help them with. So if I tell them I help all kinds of people with all kinds of problems they tend not to be that interested as like e.g. when I tell them I help children overcome low selfesteem or that I help business people getting more clients. Do you see my dilemma? I still got the feeling that I need to specialize or nobody will take me seriously, including me.

    • Rudi, it sounds as if you have defined your niche in helping children overcome low self esteem, so there really is no dilemma. The big thing is putting yourself out there and talking to those people and getting them to purchase your services. Now, if you have to broaden that a bit and say you work with adults as well, then so be it. The more conversations you have the more business you will get. Thanks for the post.

  4. Indeed, everyone seems to point out the need to define a niche before you even start any of your work. So many people get stuck at the very start because they listen to “experts who know better”. Thank you so much, David, for relieving this pressure and allowing us to move on before we know who we want to work for sure.

    • You bet Sunita. Businesses come and go without even getting started because they spend too much time seeking that tightly defined niche. Niches are great, but putting yourself out there and talking to people gets you business and that will keep you going for years and years to come. Appreciate the post.

  5. hi David
    All the time I lower my price. I belive customer won´t pay my real price. How can I over this?

    • Vlasta, if you don’t believe in your prices how can you possibly expect your customers to buy it? This is a mindset issue and the fastest way to overcome it is to charge what you’re worth and make that non-negotiable. If they pass, they pass. One thing I know, if you attract bargain shoppers then you’ll attract all kinds of problems with that person down the road.

  6. Thank you so much for this answer David. I share your views regarding niche, but always afraid to express it.

    I am just starting my business so am grateful for your advice.

    • Congrats on starting your business Michelle, that is great. Don’t be afraid to express your views, because those who are ready to hear it will and those who don’t are not worth the effort to work with anyway. I appreciate the post.