Find Your Niche

found on pinterest via marcia westRecently I wrote about the Power of Niche and made the argument that appealing to a smaller but clearly defined market is makes marketing your business much easier. But what if you don’t know who your niche market is?

Here are five steps to finding your own niche market.

Do what you do best

Start with the easiest thing first. What is it you do best? Pick one thing and specialize in it. You don’t need to pick one product, but you do need to focus. If you knit, you might choose to make scarves and cowls, not scarves, cowls, sweaters, hats, mittens, and booties. If you’re a seamstress and you love making pantsuits, do it! Make 5 different versions in different colors and fabrics, but rock the pantsuit.

It’s much easier to be known for making one kick-ass, stand out thing and offering a few variations than doing a little of everything.

Be who you already are

What is the talent or skill that you’ve chosen to build your business around? If you’re any good at what you do you’ve most likely developed a style, approach or perspective that is all your own. Maybe you’re a master crocheter who does amazing lace work, but you just can’t abide by the standard white and off-white of lace. Rock a bright, bold palette of purple, red, green and blue instead.

Doing something unexpected or with a little twist is the easiest way to be remembered. So follow your gut and let your freak flag fly.

Solve a problem

Every time you wear those flowy, but fitted pants you made do people always ask where you got them? Do you often hear your friends say if only I could find... Make it happen. Chances are more people are out there looking for that same solution and you know just how to solve it.

Design the perfect stylish, but useful messenger bag for the young career woman who rides a bike, I know I’m still looking for one.

Don’t try to be something you’re not

Or sell to someone you don’t understand. Just because feathers are all the rage right now doesn’t mean you need to use them. And even though everyone on Etsy seems to be selling to ironic, young hipsters, you don’t have to.

By sticking to what you know and like and a market you understand you can communicate in a more authentic way and give your customers what they really want.

Be aware of who’s already buying

Take note if you suddenly see a surge in purchases from the mid-west. It might mean you got coverage in a popular local blog, but it also might mean you’ve tapped into a group of young girls dreaming of a California lifestyle and your breezy beach inspired glass and shell necklaces make them feel one step closer.

Tap into what’s already working to define your niche even further and give them exactly what they love.

Who is this person?

Now that you’ve taken the time to really define and narrow your offering ask yourself who is the person that wants this and why. There’s your niche market. Do they love your brightly colored dollies because they have a thing for grandmas and all things turquoise? Or do they own one of each of your pantsuits because they are a lazy fashionista?

The more you know about why your customers buy your product the easier it will be to more people who need exactly what you’re selling.

How do you describe your niche market?