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“Do I have to niche?” The three routes to successful marketing.

In the recurring discussion of “do I have to niche to be successful?!” I outlined three different routes to a successful marketing, one of which is niching.

However, even before getting into the article, and maybe as a bit of a spoiler, I will say that over the nearly 20 years I’ve been doing this, the thing I hear over and over (and over) again from folks who have become successful in their businesses: “I wish I had gotten over myself and just niched earlier…”

Just as a little plum in advance. 🙂

Without further ado, here’s the three routes I’ve seen to successful marketing.

Route #1: The Cult of Personality

Businesses can thrive by attracting an audience through strength of the personality of the main person. Some people just have a gift of personality, and have had the circumstances and support to express themselves in ways that attract audiences.

We see examples of this in people like Tony Robbins, where the sheer strength of his personality is what brings people to him, for better or for worse.

I don’t recommend this path. It’s not a healthy direction spiritually, and it puts a heavy pressure on the person to not end up abusing the transference and blind following that can arise from it.

The truth is that over the years, as you step into mastery with what you do, you probably can’t help having at least some of this going on. You carry a light, a presence, and people are drawn to that. It’s okay. Just be aware of it.

Route #2: The Strength of Personal Presence

Don’t confuse this with the culty path. What I mean by the strength of personal presence, is that when you connect, in person, with someone else, there is a possibility for the nameless presence of the heart to create trust with another person, and based on that authentic trust, they can step into being your client.

Lots of people do this simply by networking. Getting out in public, meeting people, and using the basis of that heart connection, and also some non-manipulative skills around enrollment, can build up a decently successful solo practice.

There is absolutely nothing inherently wrong with going this route, and most businesses use this to at least some extent, while other use it exclusively.

The challenge is that it’s hard to move into momentum with this, because every client arises out of your personal contact with them in some kind of a live, in-person interaction, or sometimes on a call.

After five, ten, twenty years of this, it can get exhausting. It’s also hard to reach outside your normal circles with this. Or to reach enough people to enroll larger classes, for instance. What’s more, even you happiest clients are left without words when trying to make referrals. “I can’t say exactly what she does, or why you should go, I just think you should see her.” This tends to undermine a lot of people’s ability to send people your way.

Route #3: Niche!

There are so many misunderstandings about what a niche is and what it means to use it. I’m going to keep it simple here, and say that a niche is when you have a clear idea of who you help and what problem/challenge/situation you help them with.

It doesn’t mean “small,” it just means “clear.” That someone can self-identify as being within that group. It also doesn’t mean that you’re not allowed to work with anyone outside that niche. You can accept any client you want, no need to turn people away.

What a niche does allow, however, is for you to bring a sense of presence, of intimacy in your marketing communications, so that people feel seen, feel understood. It can show up in your website, in emails, in social media posts, so that you can reach many more people and start to build trust with them.

It’s what allows our courses to enroll hundreds of people, without me having to have an individual conversation with each person, and for people to still have a warm feeling about who we are as a company.

So, how do you niche?

I wish I could answer that easily. It is easy, in one sense. Unfortunately, people often have such emotional baggage and reactions around it that first those need to be cleared before niching can be taken on with integrity and heart.

But, what I will ask you to do is really take these three paths that I’ve outlined in front of your heart, and see if you can start to embrace the path of niche. Not deciding on a niche, not figuring out how it works.

But maybe, just maybe, accepting that it might not be what you think it is, and it might bring a whole lot of ease into your business development.

Because the commitment to learning about niching is the first step, in my experience of working with thousands of people, to developing a truly sustainable business from the heart.

With love,

Mark Silver, M.Div.
Heart of Business, Inc.
Every act of business can be an act of love.

Learn about niching in the Learning Community

Our pay-from-the-heart Learning Community is open for new members for the next few weeks!

Inside, there is, among many other resources, support for learning about niching. Including FIFTY ONE 15 minute audios (organized by type of business) of me coaching individuals into more clarity with their niche, what we call your One Compelling Sentence.

Plus! Plus! This Friday is the first Virtual Retreat of the year for folks in the Learning Community. 24 hours to go deep with your heart and the heart of your business. While it may be too late to completely clear your calendar, bringing an intention of retreat into your Friday and participating in at least some of it can still have a profound effect on you.

Why not join us? At least take a look at the page, and find out why normal business development courses are rarely successful in developing businesses.

->The Learning Community

What Veronika said:
“I recently joined a group of people to learn some basic SEO and when we did a round of introductions, I again used my One Compelling Sentence [How we teach niching] to describe what I do. One woman said right away: “Hey, that’s me!” It’s working!
“So I wanted to thank you all again for all the amazing support and love <3 It is moving mountains for me.
– Veronika, Learning Community member

Take a look. If you have any questions, please ask. I hope to see you inside!

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54 Responses

  9. Thanks a lot, sir. You are doing such a great job by providing us such important knowledge with three routes about successful marketing and for giving important tips. This is so useful and amazing post to all. Keep sharing and I hope to hear more new interesting topics from you.

    Reply

  11. Hello Mark,
    First of all, thank you so much for sharing such a great post with us about the three routes to successful marketing. I am so happy to reach you and read your article. Very impressive and informative content you have collected. Once again thanks for sharing. Keep it up..!

    Reply

  15. Hi Mark, thanks for the valuable info. Choosing a niche isn’t as easy as it sounds, I’ve chosen niches in the past where I’ve failed in due to boredom. My new strategy is to choose a niche I’m passionate about, that way it’s fun to blog about it and fun to research it. Really appreciate your tips. Mozie

    Reply

  20. Hello Mark,
    Thanks for the valuable information you have shared. It is very helpful to the person who is new in business like me. I would definitely keep all the three points in my mind and try to work on them. This one was really a very good read.
    Keep sharing such motivational articles.
    Regards & Best Wishes to you!

    Reply

  29. I have a blog about Best Laptop and you know advertisement and marketing is the main goal of such blogs. I am looking for stuff that can help me to get a lot of knowledge.
    And really this post is very helpful for me. Thanks:)

    Reply

  30. I never thought of using the strength of personality to grow an audience and it’s definitely an alternative to niching down. The hardest thing for me to do when I first started my blog and business was to pick a niche. Man, I struggled so hard and put off getting anywhere with my business for months! Once I figured it out, it really wasn’t that hard but the process as a beginner is difficult! Thanks for the great information!

    Reply

  33. Hello sir,
    I am happy that I started to follow your site a few days back and loved your site a lot. Thanks for sharing different ideas regarding different paths dor marketing. I do like blogging and I have new website related to architecture Design stuff.
    Plz visit my Architecture blog and give me some ideas Mam.

    Reply

  35. You’re the best, sir. You are doing such an extraordinary activity by furnishing us such significant information with three courses about effective showcasing and for giving significant hints. This is so helpful and astonishing post to all. Continue sharing and I would like to hear all the more new intriguing points from you.

    Reply

  37. Hey Mark,
    You are exactly right. I’ve read your article and find very interesting. You talked about the philosophy of Marketing. I’ve learned a lot and apply your proven tips for a better marketing strategy. The sharing of such useful knowledge is appreciable.
    Have a great day!
    Thanks

    Reply

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