When I was studying holistic nutrition I was super into all of the different subjects — everything seemed new and exciting. It felt like my head was exploding with knowledge. It felt like I was being given these secret powers that could help me heal the human body.
I felt like a big weight was placed on my shoulders — I now had the knowledge to help people.
Because of that, I felt like I had to help anyone and everyone who wanted my help.
That was my first (of many) mistake.
Believing that I could and should be helping anyone with a health problem kept me from making fast progress in my nutrition practice.
I spent way too many unpaid hours creating one-off protocols for friends, family and clients.
I said yes to ALL opportunities which meant that I was researching and creating content constantly… most of the time for free.
I rarely got referrals.
And I was stuck trading dollars for hours — LOL, I spent more hours researching and creating than I did actually seeing clients.
It wasn’t until I started my nutrition practice in a women’s only gym and had the same kind of women with the same kind of problem coming to see me did I realize that I created a niche market for myself AND that I was building up a reputation at the same time.
If you’re just starting your practice — whether it’s health coaching, nutrition, personal training or even Naturopathic I bet you’re scared shitless to chose a niche market.
Keep in mind that as you gain more experience your niche market and ideal client type may change and that’s ok.
Do you feel this way?
- How do you know that the niche you’ve chosen will be profitable?
- You’re afraid you’ll be missing out on clients and therefore won’t be able to make as much money
- What if you get bored with the niche you chose?
Once you understand what a niche market is and how to choose one that feels fulfilling and is profitable I promise you’ll see the light, because your practice should NOT be all things to all people.
The more defined and narrowed down your niche market is, the easier it will be for you to create a brand that attracts ideal clients to you.
What Is A Niche Market?
A niche is a subset of a market on which a particular program or brand is focused.
For example, weight loss or pain are markets. A niche in the weight loss market would be post-natal moms or menopausal women or Type II Diabetes. A niche in the pain market would be motor vehicle accidents, chronic fatigue and fibromyalgia, or migraines.
If you’re just starting out you might not know where you want to focus your practice and that’s ok. You can spend some time staying ‘general’. You’ll gain valuable experience and hopefully start to see a pattern emerging in the clients that you work with.
However, I do highly recommend that you use the questions below to help narrow down and define your niche market — preferably before you build your website and brand.
Who Do You Want To Help?
If you could help anyone improve the quality of their health (and ultimately their life) who would that be? And why? Think back to why you wanted to study health in the first place. What pisses you off and you feel compelled to change?
Would you prefer to work with men or women? Children?
What about the age range?
What types of values do you want your clients to have?
Are they complete health newbie’s or do they have a pre-existing interest in health?
What Common Questions Do You Get Asked?
Most health coaches and practitioners choose a niche based on their own experiences. When you are open about your own health journey, people going through the same or similar thing as you will naturally ask you questions.
What are the top 3 – 5 most common questions you get asked? Why are people asking you? Do you enjoy answering the questions? Can you answer them effortlessly?
What Is Your Purpose (Impact)?
When I first started my practice I felt like my purpose was to make sure everyone knew what Candida was and how to get rid of it and heal the digestive system. I felt so strongly about that. Even when I transitioned into weight loss as my niche I still included Candida and digestion into my program.
Now I feel like my purpose is to teach health coaches and practitioners how to startup and grow a profitable business. I do this by teaching, mentoring and sharing my life.
What is your purpose? What is your underlying motivation for doing what you do?
What impact do you want to have?
Here’s another way to put it — if you couldn’t do IT you’d feel like you were wasting your potential. What is IT?
What Could You Talk About For Days & Not Get Bored?
Committing to a niche market means that you’re focusing your business on one subject — yes, there are lots of spinoff topics relating to that subject but ultimately you’ll be focusing in on one area.
Let’s take leaky gut and digestion as a primary example. Most people don’t even know they have leaky gut or digestive system issues. So you need to talk about their current state of health — bloating, gas, indigestion, weight gain, inflammation, allergies, congestion etc and put the pieces of the puzzle together for them. You’ll also likely be talking about cravings, sleep, stress and supplements. Plus there’s the compliance issue and so much more.
Your entire business is built around your niche market so make sure you are obsessed with the health issue you choose.
Start by googling the topic — leaky gut and healing the digestive system. See what the results are. Then google one of the most common questions you get asked. See what the results are.
Google is a search engine which means that people are searching for answers. Remember, most people don’t know they have leaky gut so they are searching for solutions to their current problem – gas, bloating, indigestion, etc.
When you Google your niche what are the results? Hundreds of thousands or millions? Basically you want to see that other people are already doing what you’re doing because that means there’s a profitable market for it.
Here’s the truth — your niche and brand will shift over the years. Clarity comes from taking action. As you settle into your role as CEO and business owner, and as you start to work with clients, you’ll want to keep refining your niche market. Just start by picking a niche to focus on for now.
Do you have an idea for a niche market? Share what your niche is, or what you’d like it to be in the comments below.