The Power of Niche

found on pinterestWe talk a lot about target market, being able to define who they are, how to connect with them, and where to find them. It’s one of the most important parts of creating a successful business. But I want to plead my case a little further to make sure you understand why.

First if you’ve never read “1,000 True Fans” by Kevin Kelly do so. You might also want to read a recent post I wrote for the SF Etsy blog talking about how his premise applies to a business model. These might give you a few things to think about over the holiday weekend.

Our Premise

We believe that a small, independent business can’t and shouldn’t appeal to the masses. Too much effort and not enough pay off. You most likely don’t have the manpower or the budget to do so and unless you are in a position to be an iconic brand it also tends to mean that your popularity fades quickly if you receive any at all.

The general market place is crowded; there are numerous choices for anything you choose to spend your money one. So to stand out in this overly crowded marketplace you need to be different and quirky.

Why Different Matters

You survive and flourish by finding the people who get what you do and why you do it. When you talk directly to your customer’s problems and needs they hear you loud and clear. When you give them exactly what they’re looking for and solve their specific pain, they support you in any way possible.

You don’t water down your message by appealing to as many people as possible. Instead you embrace that your ideal customer is a cutting edge fashionista, always looking to stand out, addicted to vintage, and with very little disposable income (that means every piece counts, not that she’s cheap).

When you know who your true fan is then you can confidently talk about the little details knowing they’ll “get it” and really care. You can geek out over the history of a piece of fabric you’re using, you can list the designers that inspire you without needing to explain who they are, and you’ll make sure to tell her how versatile the piece is because you know that’s her first thought.

If you can make your customers feel like you’re talking directly to them, like you made each piece with them in mind (in a way you did), they’ll not only keep coming back they’ll tell others like them exactly why you’re the greatest at what you do.

Now doesn’t that sound like a better way to go about your business?

What niche market have you discovered you appeal to?