How to Find Your Niche
This month we’re focusing on branding.
Whether you’re creating a new brand or you want to improve an existing brand.
Here’s how you build a wow brand:
Know your customer
Find their problem
Make it your mission
Build your brand around it
Make it powerful
Today, we’re focusing on step 1:
know your customer
LISTEN TO THIS WEEK’S EPISODE
When I started my law firm, the first thing I did was pick a name and logo: the law factory…with neon green gears.
Why? I have no idea!
It wasn’t a brand that resonated with me or my audience. It wasn’t a brand that I was proud of. It didn’t have a purpose. And it showed.
Things were lackluster.
I had my network of friends who I loved working with. But outside of my network, I needed my brand to attract clients.
And it was attracting the wrong clients.
Businesses that didn’t respect my work. People I didn’t like working with.
I took a hard look at my brand and decided to do better.
It started with thinking about who I wanted to work with.
How to Pick Your Customers
You can think about which clients spend the most, which are underserved in their market, or which ones bring the most referrals.
I picked the ones I liked working with the most: women.
They also happened to be a really underserved market, as most law firms aren’t catering to women-owned small businesses.
The Fear of Niching
At first, it seemed scary to think about cutting my audience and my sales in half. I was reducing the amount of people who could work with me.
But I thought about it as doubling down. Spending more time and money on the people who I really wanted to work with. And it worked.
I was a small fish in a big pond. There were a thousand small business lawyers. And nothing made me different from the rest. There was no reason for anyone outside of my client network to recommend me. My marketing wasn’t scalable.
When I doubled down on my people, I was a big fish in a small pond. I was the only lawyer in my niche. So I became the first name that popped into my audience’s mind. When they or their friends were starting a small business, they thought of me. They recommended me.
My marketing took on a life of it’s own.
We became famous in a women’s group in Omaha. We were mentioned at a large social media event in Brooklyn. I’d never met any of these recommenders.
They knew me because I was the go-to person in my space.
Learn about your people
The best way to learn about your customers is with a customer profile.
It’s a breakdown of your dream client. Who they are, what they like, what they dislike, and their problem.
You want to know basic information like name, age, gender, location, education, interests, etc.
You also need to go a step further and think about them as a friend. You’ll be spending a lot of time with them in your business, so get to know them. Where do they shop? What kind of shows do they like?
And you need to know what problem they have.
But we’ll get to that next week!