by Janelle Holden
When it comes to having a brick and mortar business, you can get away with not having the one thing that ALL online business owners need.
You can open up a wine shop, hang your shingle as an attorney, set up a naturopathic clinic, cut hair, or sell stationary without this (and do very, very well).
In fact, most brick and mortar businesses never do this ONE thing that all the online business owners must do to succeed. Which is probably why people in online businesses struggle with understanding that they need to do it, they need to do it first, and that it will be CRUCIAL to their success.
Because those coaches and network marketers who fall into the trap of believing that they can and should help EVERYONE, actually end up repelling clients online. They must have a niche. What do I mean by a niche? Let me give you some actual, “What do you do?” statements so that you can see the difference.
Q: What do you do?
A: I am a productivity coach.
(The person asking is thinking, “Well, that’s interesting but I don’t really know what that means at all!”)
Q: What do you do?
A: I am a productivity coach for financial planners.
(Bingo! Now we know what they do and who they do it for and who to refer to them.)
This is a real example from two productivity coaches that I coached in the last month. One has a six-figure business, the other is struggling to make it.
Do you see why?
When you know exactly who you help or serve, and how you help them, you can target your content, your marketing, your advertising, and everything about your online business so that your ideal customers see it and understand the benefits of hiring YOU to help them.
In network marketing, this question causes a lot of confusion because you’re taught that your product helps everyone (or almost everyone) and to tell everyone about it, because otherwise you’re doing a disservice to everyone. And as a result, you hardly reach anyone!
Network marketers can niche in two different ways. You can niche as an expert in helping someone who could benefit from your product such as helping college students lose their Freshman 15 with your weight loss program. Or helping harried overworked women who don’t have time to shop re-make their closet with your clothing capsules.
Or you can niche as an expert in business. This sounds something like, “I help recent graduates pay off their student loans by starting a side business in health and wellness.”
Does this make sense? Are you getting why this is so important?
It’s what every business coach worth his or her salt asks you to do FIRST, so don’t resist it. Choose your specialty based on what you’re passionate about, and you would love to talk about every day, and then plant a flag as an expert in THAT thing online, and you’ll build a business empire. Resist at your peril.
Janelle Holden helps struggling network marketers and coaches turn their businesses around and get in profit in 30 days or less. (and that’s just one of her “what does she do?” statements)