The Five Questions About Niching Down that Will Transform Your Business

<p>I am often asked about niching down and so I thought I’d address the most frequently asked questions that I receive.</p> <h3>The first question is:  Why do I need a niche?</h3> <p>Here’s the nitty-gritty about niching down.   When you don’t have a niche, you aren’t able to focus and create content that reaches the people you are meant to serve.</p> <h6>A Photographer as an Example of Niching Down</h6> <p>Jane loves to work with families and capture memories that will last a lifetime.  Nothing makes her happier than capturing those precious moments, smiles, and hugs, and twirls of children while their parents stand by and take in the joy of the moment.  Looking at the proofs after the shoot Jane’s heart skips a beat when she sees the expression of the mom’s face as she watched her children candidly connect with each other.   Her sales sessions are graceful and produce additional revenue because she is able to sell the memories she’s captured and create artwork for her client’s homes and offices.</p> <h5>When Niching Down is Avoided, People Get Confused</h5> <p>But, Jane sees other photographers working all year and doing headshot sessions and wants to tap into that additional source of revenue.  She figures it’s an easy way to make extra money, especially in the months when family portraits are slower.</p> <p>After making this decision Jane starts marketing herself as a headshot photographer.  She gets a few clients but isn’t relaxed and doesn’t feel good after the sessions.   Her confidence isn't the same when working with professionals as it is when capturing families and children.   The lack of confidence is causing her to not trust herself and this lack of trust in herself is coming through during sessions, and her clients don’t feel comfortable or trust her.  As a result, the clients are flat in the headshot images and don’t look relaxed or approachable.   The clients aren’t happy and neither is Jane.  She continues down this path and is now being questioned by her family portrait clients about whether or