July 9, 2025

To niche or not to niche... that is the question

A nice fellow on LinkedIn commented on one of my posts to ask:

Some gurus say niche. Some say don’t niche. Who do we novices believe?

I’ve coached hundreds of soloists on their positioning, and I can’t think of a single time when getting more specific in their marketing about “who they help with what” has backfired.

Sometimes they don’t pick the right niche the first time around, but that’s not an argument against niching.

Crafting an effective positioning statement is a process of discovery.

It requires experimentation.

Two caveats:

1. If you are generating a high volume of quality leads, you don’t need to worry about niching down.
2. Once you have established a beachhead with a laser-focused positioning statement and are generating a high volume of quality leads, it is fairly common to start broadening it.

Yours,

—J

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