I recently had a client tell me about a great idea of theirs, one that would have them come across as more remarkable, standing out from the rest of the crowd and I naturally recognised it as one of the concepts that I often preach to business owners:
A little something, called the Double Niche.
Upon recognising the tactic, he asked me “what is that? Some kind of kinky bedroom move?”
No, not quite. But, I mean it could be.
The double niche is a great way to take your area of expertise, find a niche market and become the best-known person to provide a valuable service surrounding that.
Not Just A Lawyer, But The Best Gay Marriage Lawyer Around
In making use of the double niche, you need to know what you do best and find a niche audience to cater to in providing that product or service.
When explaining it to my clients, I often use the example of a lawyer that primarily focuses on gay marriages; by taking on the added label of ‘gay marriage’, you become more than just a lawyer or a lawyer that practises in divorce, but seen as a professional in that very particular field.
When someone hits the search bar with “looking for a gay marriage lawyer” then you should be all over the first page of Google and hard to get rid of – almost just like a glitter-bomb (all over the place and impossible to clean-up).
By adding a niche area of the market that you provide your services for, you’re creating an impression of more knowledge and expertise in that specific field – keeping you on the iron throne and at the forefront of anybody that is in need of your unique offering.
Sure, your USP is very important in differentiating you, but I find that it’s not always enough and that you should find ways to add a niche area of expertise that you’re comfortable in.
Another example might include being a graphics designer for pharmaceuticals, where you’re given the advantage of the network that it provides and you’re able to tap into a demographic that caters to that niche market.
You should be the first to pop-up on Google when people search for the service that you provide, especially when combined with a particular niche-area.
People recognise, or become aware of your ability to provide a service in that particular area or field and it narrows their options down to only a few choices that they are left with. If you execute the double-niche well, then you should be that choice.
Become World-Class Through Double-Niching
In making effective use of the double-niche strategy, you polarize your audience and appeal to a small segment of a particular market – this will make you the go-to person for that service.
As a business coach, clients ask, “why not just appeal to everybody?”
I often explain that with the high levels of saturation and homogeneity in so many areas of expertise, by trying to appeal to everyone, you often end up appealing to nobody.
You can branch out to and be recognised by a world-class selection of clients in using this technique well and ultimately build a strong presence in those niche markets. People prefer to narrow down all of the options to make life easier.
You also offer a very unique solution that nobody else is offering; becoming remarkable and sticky in that field, as well as the perfect choice in a world full of choices.
My Double-Niche Project, BBBRAP!
I’ve made good use of the double-niche technique in my own unique and remarkable way. With all of the tools at my disposal, I was able to find a perfect fit for both me and a large portion of my clients.
Coming up with it was quite easy, as I took something I’m great at (business coaching) and blended it together with something that I love to do (ride motorcycles); so I came up with my Business, Bikers and Breakfast Radical Accountability Programme (BBBRAP).
In going after entrepreneurs and business owners, of any size, that also owned a motorbike and were on the lookout for coaching services, I came up with a fun solution that people really enjoyed being a part of.
Rather than just focusing on entrepreneurs, or just motorcyclists, I opted for both niches and took on a small and dedicated market. It was a unique solution and nobody else was doing it, so by default, it became quite popular.
As Seth Godin said, “in your career, even more than for a brand, being safe is risky. The path to lifetime job security is to be remarkable.”
Double-niching will make you stand out and be exactly that: remarkable.
Target the people that are searching for whole sentences in the search bar, “biker entrepreneur looking for a coach,” and be the first option that shows up on the results page – like scattered glitter all over that first page, so people know who the best choice is.
A good friend of mine Richard Mulholland talks about how “your USP (unique selling point) is actually your UPS (unique problem you’re solving).”
There’s always a problem that needs solving and that unique solution can be discovered quite easily with the use of finding your very own double-niche.
Figure out your double-niche with me:
Let’s have a meeting, a cup of joe, or a chat sometime about your niches and interests.
What direction(s) can you take, what do you both love doing and are great at doing?
I’ll be around to help you figure that out and you don’t even a need a motorcycle!
+2783 253 3339
