Defining Your Niche - Jump Start Slow Sales
By Shana Lynn Yao
What do you do in your business?
I know for me, I would immediately say I was a business strategist. After working 25 years as a retail and shopping center marketing director, and graduating with a business degree, it was only natural for me to help others start and make their businesses successful.
So you would think. Over the last few years of actually having a business, I tried experimenting with different title - from Brand Stylist to Personal Branding Strategist, to Creative Director - I kept trying to come up with different title to fill my self-perceived gap in who I was in my head - all of my personal knowledge and experience and loves of holistic health, personal style, AND business - to fit into a 2-3 word phrase.
But nothing ever felt right. And one day I woke up and thought - wow - I have had a business for a few years and despite everything seeming right on the outside, I found myself feeling stuck, unsatisfied - as my personal interests were far from the sales funnels and email lists that were the topic of conversation for the entrepreneurs I was surrounded by - and quite frankly, I felt frustrated and BORED.
So maybe you can relate - whether you've had a business for a while or you are just starting - something just doesn't feel right - don't worry. You're not alone. And the truth is, just like your closet needs a refresh every so often, so does your business and life.
As humans (and I know you are!) life happens 24/7. And as life goes on, you grow as a person, your interests and knowledge develop and change, and you become more of the person you are meant to be. And just like life, if you are changing as a person and developing your skills, knowledge and interests - what makes you think what you do in your business should remain in a stale, stuck place?
And even more than that, the world is changing. Yes - with information at our fingertips, the online world becoming a cluttered place, it's harder to stand out to potential clients and unless you have a dedicated following already, you may find yourself feeling stuck, bored, and not attracting the clients you once had.
Why You Need A Business Makeover
While conventional wisdom would advise you to first try a few tried and true methods for jump starting slow sales, I would like to suggest an UNconventional idea that may jump start not only your slow sales but also YOUR LIFE.
You need a business makeover. Yes - I'm not talking just about your visual branding - I'm talking about RE-defining your niche. Because just like me - what I do in my business is BUSINESS - but what I'm about as a person is so much more.
So maybe you are like me - in addition to your knowledge and skills growing - your personal pursuits of happiness are what you're doing in your "spare time" - those things are actually meant to be a part of your business.
As a reminder, the purpose of any goal is not just the goal itself - whether it is money, losing weight, getting married - the goal is to live a BETTER LIFE. We don't work - whether you are an entrepreneur or have a job - to just make money - we work so we can earn the happiness life has to offer.
So often do we forget that time is fleeting. Working hard to retire "some day" and then start to be happy is not only outdated thinking, but it's soul sucking pursuit of a non-existent tomorrow.
Plus, if you think just "pushing harder" to attract new clients is how you are going to get clients - good luck. As I said, it's a competitive and changed environment out there, and let's get back to having a better life...NOW?
Defining Your Niche
You mean I have to change everything?
It sounds like a daunting task that would keep most people running for the hills. But do you really have to change everything?
As I said in the beginning, I help entrepreneurs build their businesses. I help them uncover their niche and brand story inside of their own life story so they own their expertise.
I've done that since the beginning of my business and that has not changed. But what did change when I redefined my own niche, was that I changed the way I THINK about my business - in my own head.
After an emergency hip replacement that disrupted my life - causing me to notice how fleeting life was and redefining success for myself and my life - I changed my message from "helping entrepreneurs discover their brand story" to "Helping entrepreneurs love your life out loud".
In fact, understanding that all people - your clients and mine - want is to live a better life. Whether you sell a product, a service - people pay you money because what they buy from you will help them live their best life.
And in fact, isn't that what you want?
So let's get started defining your niche. It's really quite simple once you break it down.
The Questions To Redefining Your Niche
Set aside time today to answer these questions. You'll need an old fashioned pen and paper, your focus, and your decision to live your best life in your business.
Here are a few questions to ask yourself to gain clarity in your revised niche:
WHAT DO YOU WANT TO BE KNOWN FOR?
WHAT ARE YOU GOOD AT?
WHAT DO YOU REALLY, REALLY LOVE?
IF MONEY WASN'T A PROBLEM, WHAT WOULD YOU DO ALL DAY AND EVERYDAY EVEN IF YOU WEREN'T GETTING PAID?
WHAT DO YOU LIKE TO READ/WATCH/DO?
WHAT ARE YOUR FAVORITE COLORS?
WHAT PODCASTS DO YOU LISTEN TO AND BOOKS DO YOU READ?
WHAT IS SO DIFFERENT ABOUT YOU THAT IS JUST SO YOU?
YAY! You're all done. You're on your way to your business reboot. Obviously - these questions need further thought and some strategies to work them into a profit-generating business. But the good news is that you now have clarity to your next steps to creating your business that you love.
Your next steps should be to ask yourself - how can you up level your website, your marketing, and your life with your redefined mission?
Tell me below in the comments. Let's get started building a business and life you love.
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