In the last issue we talked about how we need to overcome our fear of change to breakthrough to a new level of success in our business.

This same fear crops up again when we consider focusing on a niche. Many new soloists are afraid to cut off some of the potential market. But if you look at Australia’s fastest success stories, it seems that marketing to one distinct group can work.

Ben Hennock, who started his business at 21, specialised in washing big rigs and didn’t concern himself with other vehicles. He got to know the needs of the time-poor trucking companies, and now his business is the 70th fastest growing in the country (in BRW’s Fast 100).

On the other end of the scale, I often meet someone who’s trying to run three different businesses, with little success in any. This obviously comes from a fear that one might not work, so backups are created.

In Napolean Hill’s book "Think and Grow Rich", Edwin C Barnes demonstrated single-minded purpose in pursuit of his goals. He said, "I will burn all bridges behind me, and stake my ENTIRE FUTURE on my ability to get what I want". Of course, he got just what he set out for.

Get ready to burn bridges — decide which market you want to focus on and which area you want to be the expert in.

Standing Out from The Sheep

It’s human nature to copy successful others; new entrepreneurs often copy large companies in their marketing style. Big mistake. First of all, you have a huge advantage by being authentic and personally available.

For some solo-preneurs, it seems overwhelming to choose a niche, and they’re tempted to just go for the best paying audience. Rather than forcing it, look for a type of client or type of service that you would LOVE to work with. It could be as simple as highlighting that your value is in your projects’ outstanding results for small business. Those businesses focused on quality rather than price will seek you out – just the ones you want.

An Authentic Message

Choose the most authentic marketing message for your niche. This is easy just by being honest about where you started from. Did your business idea originate from a frustration at work, for example?

Your target market is quite likely in the position that you used to be in. When someone is considering a service provider, they’re usually looking for a solution to their most pressing problem. They also need reassurance that you’re a worthwhile and honest provider who walks their talk… That they’ll gain by the work you perform or by what you teach them.

Once you’ve established empathy, explain in your materials that you’ll share what you’ve learned, but in an easier and more systematic way.

Specialists are Always in Demand

By working within your niche, you’ll not only build up knowledge of that area, over time you may become known as ‘the expert’.

Being an expert or specialist naturally attracts more clients without much effort, because:

• Your marketing message is clear and authentic

• Your marketing strategy is streamlined and cost-effective

• You’ll get sought out by the media for comments

• You’ll get more referrals and requests for alliances, as you’re well known for that that solution

And best of all, you can start to charge higher rates, due to the value of a rare and defined niche.