Two people asked me questions about how to stand out in a crowded market.
“How to grab people’s attention? It is not like it used to be. Everyone and their sister is now a coach or trainer.”
“How do I differentiate in a market that has low barriers to entry and is crowded with crud?”
These people are asking the right question! It’s true that you need to figure out how to stand out and be different and I think there are 2 ways to do that.
A different question is how to promote yourself to grab people’s attention, but that’s a much larger question. I’ll discuss that a little bit at the end, but in this post, I’ll focus on how to establish yourself as unique so that the right people — your ideal, target customers and clients — will be attracted to what you have to offer.
1) You need to focus
When you serve everyone, no one is attracted to you. That’s because what you say doesn’t speak to people personally and individually. So you need to focus on whom you want to serve and that shouldn’t be everyone.
The process of focusing on helping a narrow slice of people is sometimes called “niching down.” It means that you want to choose the slice of people that you can best serve. This becomes your target market and it affects all of your promotion, the products you offer, your services, your keywords, and even your branding.
When you niche down, you gain the following benefits:
- You speak more specifically to your target market, which results in higher sales
- You reduce your competitors
- It’s easier to establish your expertise (stand out) in a narrow field
- You focus your time and energy on one stream of income
You can narrow down your target market in one or more of these ways:
- Geographic: Your target market can be people in a city, state, or country. If you’re offering chiropractic, landscaping, or legal services, you probably need a geographic target.
- Demographic: You might want to limit your customers to people of one gender or age group. If you offer relationship coaching for men or retirement coaching, you need to have a demographic target.
- Socioeconomic: You might want to limit your customers by income or education level. If your products or services are high-priced, then obviously you need to focus on people who have the money to pay for them. If you offer college prep courses, you obviously don’t want people with a college degree.
- Psychographic: Your target market might have similar attitudes, values, or lifestyle. For example, do you want to attract people who want to leave their full-time job and become entrepreneurs? Do you want customers who want to change the world, as I do? These are psychographic qualities.
You might want to attract people who already own a specific product. For example, if you sell courses on how to use PowerPoint, then you need to target people who already have PowerPoint.
How do you choose your niche?
That’s a BIG question! The right niche for you will be a combination of what you like, what you’re good at or know, and what there’s a market for. It’s easy to pick a favorite niche that isn’t of interest to anyone or choose a valuable niche only to find that you hate it.
So do some keyword and market research before making a final decision. If you’d like to do some reading on the topic, read through my blog posts in the Deciding What Business to Do category.
Define your niche, then…
Once you have your niche, you go through a process like this:
- Describe your ideal customer or client. An example might be “Men and women who are 45+ who have expertise in a field and want to help others by sharing what they know.”
- Write down their big problem that you can solve. For example, they don’t know how to write and speak about their expertise and promote it to the world.
- Sketch out the components of your products and services that will solve their problem.
- Write sales copy or a script that explains how you can help them solve their problem.
This process is the basis of all successful businesses.
2) You need to be better and unique
The second way to stand out is to be better than your competition. Think of yourself as the gold standard for what you do. What makes you unique? How do you help people in a way that others don’t? For example:
- You might offer a unique service
- You might offer more personalized service
- You might charge less
- You might have a unique skill
It helps to have clear Unique Selling Proposition (USP). Read my blog post, “Create a clear, powerful and concise message statement–your USP” for more information.
Spend some time thinking about what makes your product or service unique and better. Write it down. Put it on your website and in your sales copy. Make sure people know why you’re special!
How to promote yourself in a crowded market
When you niche down, your market isn’t as crowded. You can even position what you offer as completely unique, so people think that what you have isn’t available elsewhere.
Once you have gone through the process I described in this blog post, make sure that everything you write and say is in alignment with your quality and uniqueness. Go through your existing content and update it to match your new position.
Write and speak so that others hear what you have to say. Speaking is especially powerful for reaching and connecting to people. Read some of my posts about events and webinars here.
Would you like help in determining your niche? My 1-hour Consultation will coach you through this process. It costs $197 and I’ll make sure you get great value from our time together.
Purchase a 1-Hour Consultation here. You’ll immediately get a link to set up a convenient time for us to meet.
Are you trying to figure out your niche? How to stand out? Leave a comment and please share this post with others you know using the social media buttons below.