Do I Need to Pick a Niche?
A reoccurring topic among therapists and practitioners at the moment is ‘do I need to pick a niche?’.
Being a generalist
Ultimately, the choice is yours, it’s your business and you don’t have to pick a niche, you can work as a generalist.
If you fight against the idea of picking a niche because you are you scared of missing out on potential clients, you’re not alone. This is a major concern for many practitioners. They often try and be all things to all people, but end up with very few clients.
When starting out, you may be more of a generalist but this should be while you identify your niche. Being a generalist is not the best long-term strategy for many practitioners as they will appear to be very ‘beige’ to the outside world.
If you do decide being a generalist is right for you, you need to own this as your niche. Identify who would benefit from visiting a generalist, what you do differently to a niche practitioner, and how you can better help your clients.
Use the rest of this post to help figure this out, you will still need to be able to communicate this clearly.
What is a niche?
A niche is a well-defined group of people that you offer your products and/or services to. They will have things in common such as their challenges, problems and issues. They will share similar lifestyles, interests, and backgrounds. Importantly, they are the kind of clients that you want to work with, and that you can help.
What a niche isn’t
Just because you pick a niche, it doesn’t stop you from working with other clients if the opportunity arises. Successfully working with clients can lead to recommendations, which may be outside of your niche. It doesn’t mean you can’t see these clients. It doesn’t have to be your whole business.
Picking a niche also isn’t a decision that is set in stone, you can change yours at a later date if it isn’t a good fit, or it isn’t working out the way you had planned.
The main reason for selecting a particular niche to work in is it focuses your marketing efforts. It makes it very clear who you are communicating to, and you can tailor your messages effectively.
Having a well-defined niche makes it simple for people to understand exactly who you work with. Even if it is not them personally, they are able to and pass on your message to a friend or family member easily.
People are naturally sceptical and especially so when it comes to their health and wellbeing. They want to know they are consulting an expert. Would you rather see someone who is a specialist, or see someone who appears to be a Jack of all trades?
You can work as a generalist if you are successful, but you need to be able to simply articulate the benefits of selecting you. If you’re struggling to find clients, I urge you to reconsider choosing a niche.
How to pick a niche?
Ask yourself the following questions:
- Who are your current clients?
- Who are you excited about working with?
- What specific problems do you solve?
- Who will pay for your solutions?
- Which group of people do you have the most contacts in?
- What issues are you experienced in working with?
- Which group of clients feels the most natural for you to work with?
- Is this group large enough, to provide you with regular clients?
If you are a new practitioner, use the people you have worked with during your training to help you to figure this out.
Now decide on your niche – which is the easiest group for you to work with at this time?
Again, this is not set in stone but it will allow you to really target your marketing efforts. I recommend that you commit to marketing to this group for at least the next four to six months to allow you to build some marketing momentum.
If you need help in identifying your niche, contact me to see how I can help you.
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