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.
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