Understand Your Buyer> How to connect with your buyer > The Niche Effect

What is it?

The Niche Effect is all about being very specific about your target market and buyer.

Why does it work?

It works because we often prefer to use specialists over generalists. By “niching” down you are signalling to your buyers that you are more capable and relevant to meet their needs than a more generalised offering.

How can you use it?

Your offering will dictate your niche. Consider what you offer and to whom; could you be specific about the types of buyer, their specific challenges, budget, taste or location?

Being as specific as possible will help you to find a niche which is not commercially viable, but allows you to stand out and not worry about the competition. Clear Sales Message created its own niche. Not quite Branding, but not just all sales, Clear Sales Message has become a niche in itself where the brand dominates and has minimal competition.

Example:

Instead of saying:

“I’m a business coach,”

You say:

“I help female founders in wellness businesses scale from £5k to £20k months using simple systems and messaging that sells.”

Why it works:

It’s tailored to a specific type of buyer (female founders)
In a specific industry (wellness)
With a specific problem (scaling revenue)
Using a specific solution (systems and messaging)

This kind of clarity makes the offer feel more relevant, trustworthy, and effective than a generalist coach ever could. The buyer thinks, “That’s exactly what I need.”

See also