You wouldn’t trust an ‘everything’ restaurant

When it comes to differentiating your business from the competitors it's more difficult than it sounds. We all pretty much do the same thing. So how do we make ourselves stand out from the crowd. What tips and tricks can we employ to help our business rise to the top.

​Niche is the word of the day. It's about finding those skills that you enjoy using and honing in on who your target market is. when you've done this work it should be easy to prepare marketing content and material to talk to this audience and create leads for your business.

​The Mexican restaurant selling Italian food or whatever combination seems slightly wrong can easily be a mistake we make in our fitness businesses if we don't take the time to identify our core strengths and walk away from the extra services, we think we should provide when in fact not providing them is the crux of the matter and the recipe for success.
 
There are not many downsides of taking the time to really hone in on who your customer is and what your business provides. this can be compared to sharpening your sore before cutting down the tree. If we just try and cut the tree without sharpening the saw it's going to take twice as long. 

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Let’s do a side-by-side comparison of niching down in your business pro’s and con’s I think it will speak for itself:

​Pro’s:   

Con’s:

• Easier to identify clients
• Clearer on marketing message = better targeting
• More clients as they now know what you stand for
• Less time wasted on tyre kickers
• May need another PT = leveraged income
• Become a leader in your speciality
• The smaller the niche the bigger the market
• Limit your competition
• Online visibility goes up – SEO likes specifics
• More referrals – like attracts like
  

• Takes time (initially)
• Can’t see a downside
• Can’t see a downside
• Can’t see a downside
• Can’t see a downside (unless you don't like busy!)
• Can’t see a downside
• Can’t see a downside
• Can’t see a downside
• Can’t see a downside
• Can’t see a downside

The list could do on….
 
If you haven’t sharpened your saw lately take a leaf out of Abraham Lincoln's book – he said “If I had 6 hours to chop down a tree, I’d spend the first 4 sharpening the saw.” Take that approach to your own business and you’ll be amazed at how things turn out.
 
First looking at what you do – specialising in ‘that thing’ then pushing that one clear message out to the audience you know will be your customers.