Is Yours a Niche …or a Pigeon-Hole?

Knowing who you’re trying to reach matters. And yet – there are so many ways it can go wrong. Here’s one way – the ‘arbitrary niche’.


Is Yours a Niche …or a Pigeon-Hole?

by Andy Andrews on November 4, 2010


If you are a regular reader of the Enlightened Marketing blog, you have probably heard us talk about the importance of finding your niche. Indeed, a niche is really the heart of any strong brand.

After all, a brand – at its core – is a promise that you can solve a specific problem for a specific target audience, and a niche is a specific subsection of that audience. The more clearly the audience and the solution are defined, the easier your brand is to communicate. We all know that a clearly defined brand is at the core of successful marketing. So far, so good.

Now,” I know you’re thinking, “A really specific, well-defined niche is the key to my brand and my business success!” Oops, hold on there just a second.

Not Just Any Niche Will Do

Let me start with an example, a niche that I heard of recently: “weight loss for female entrepreneurs.” At first blush, this sounds great. It targets a select group of people (female entrepreneurs) and a certain problem or desired solution (weight loss). Therein lies the problem, though. Notice, I said that this niche targets a specific group and a specific problem, not a specific group with a specific problem.


To read more of this article CLICK HERE.


If you’d like get cool posts like this in your inbox every few days CLICK HERE to subscribe to my blog and you’ll also get a free copy of my fancy new ebook “Marketing for Hippies” when it’s done.


Want Help? If you’d like some more direct guidance and hand holding on figuring out your niche then go and check out my Niching for Hippies coaching program


Scroll to Top