Defining Your Niche

If there is one basic rule of marketing that I have seen proven to work repeatedly it is the rule about defining your niche.  This can consist of two things: defining WHAT you do, and defining WHO you do it with.

I’ll use my business as an example.  WHAT do I do?  Well, I help entrepreneurs market themselves or their business…but so do millions of other people, and many of them do so exceptionally well.  So if I tell you that I teach entrepreneurs how to market themselves or their businesses without spending a cent, doesn’t that sound a little more compelling?

But let’s break it down even further.  WHO do I teach to market their businesses without spending a cent?  Entrepreneurs, right – I  gave the answer away in the previous paragraph!!!  It’s more than that.  I specialise in working with professionals and professional bodies.  This starts to narrow my target market.

In other words, the people that I would be aiming my message at would be accountants, lawyers, professional coaches, people in the “helping professions” and so on.  This doesn’t mean that I turn business away if it falls outside these parameters.  Not at all!  However, in terms of my own continuing professional development and learning, I have a particular focus rather than a shotgun approach because of my area of specialisation.  I can concentrate my networking strategically and manage my time effectively.  I can make sure that I become an acknowledged subject matter expert within my specialised field, rather than trying to be everything to everyone.

I read an article some time ago on the internet and – to my frustration – didn’t save the source somewhere where I’d be able to find it again easily and be able to reference it.  However, the author had a very stiking message about being able encapsulate the essence of one’s marketing message or business proposition on the back of a matchbox.  I thought it was a brilliant idea, and challenge you to try this exercise.  Would YOU be able to fit what you do onto the back of  matchbox?  Mine’s easy: I teach people how to market themselves without spending a cent.  Let me know how you go…

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About MH Consulting

MH Consulting is a specialist Marketing & PR Consultancy to the Coaching & Mentoring industry in South Africa. In addition to working with select clients who have approached us to handle their accounts, We run a specialised workshop: Market Your Practice Without Spending a Cent© on request to groups. About Megan Hudson (Owner): Megan has a degree in Politics and Languages, and spent most of her early career in the fields of Marketing and Advertising. She qualified as a coach in 2001, and ran a successful practice until about 2007. She is also a qualified Ethologist, with a degree through an Onderstepoort-affiliated body, as well as having studied Psychology though UNISA. She continues to reflect on the close similarities between the study of politics, and animal and human behaviour. Megan's guiding principles are Integrity and Aesthetics. In addition to being retained by COMENSA (the national professional body for coaches and mentors in South Africa) on a national basis in Marketing & PR, she runs a number of successful businesses including a property business, a specialist marketing consultancy, a marketing training company (developed in 2001) aimed at SME’s but tailored specifically to Coaches & Mentors. Megan has also had an online business since 2004, which is an on-going guinea pig for many of the tricks that she teaches her students. She strongly believes in contributing to her country and to its growth, and runs her Marketing course free of charge for a number of non-profit organisations. Because it delivers immediate results, the SME's that she works with are able to grow their businesses, earn more money and create more employment.
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