How do I pick my niche?

People get stuck a lot on niche.

Another way to think of niche is a problem your ideal customer is having, your package or set of services are the solution.
It doesn’t mean you won’t do anything else, but pick something your going to promote to and aim your messaging and content at.
You’ll need to position yourself as the authority who helps those people,
so the narrower you can make it the easier it’s going to be to sell to them.

Research and find out what those customers struggle with the most,
this will inform the services you focus on.
This will take time and you may need to work with them first before you know this.
Doesn’t hurt to ask them, in person or on social though.
The best way to go about this is gather data on social media. what are your customers struggling with the most.
what do they complain or talk about the most?
These issues are what you’ll want to solve with your offer….


  • Niche is just a focus for your marketing. Think of it as your target customer, you can still help and work with people outside your niche.
  • You don’t have to have just one niche.
  • You have to try stuff to figure out your niche, it takes time and trial and error
  • Niche isn’t forever you can change it later.

Try this to hone your offer and niche

Instead of listing the services you offer,
list the problems your customers have.
Then link those to the results that your customers

Example for brick & mortar stores wanting a logo.
(Shop is empty on weekdays => I want more customers)
(There’s someone doing it cheaper !=> I want less competition / stand out from competition)

Example your high ticket package could be
“everything you need to stand out on the high street and pack your shop full”
free consultation, shooting plan to prep your place in advance, staging, half day photography and video session, branded asset package, social media package PLUS follow up consultation so you know how to use the materials”
👆 Instead of a list of services, this is a result,

What you want to do is package your services and abilities into tiers.

  • Low ticket (cheap or free as a leadmagnet)
    • Info products work best for your free offer, can be something like a PDF guide, an audit or a consultation.
      “How to get more boots in the door – Free marketing workshop “
  • Mid ticket (one to many, scalable or retainer income
    • this will be your courses, DIY guides, group workshops etc.
      (how to plan, storyboard and record and publish a marketing video for your business using NOTHING but your mobile phone!”)
  • High ticket (bespoke, high price)
    • This will combine elements from previous packages. think beyond just doing photo and video to the result.
      Add anything the customer needs for a good result.
      THIS is how you will charge x2 as much
  • Don’t get too tied up with the number 3, this is just a rough guide of best practice.

Every business is different.
There’s also no immediate right answer.
You’ll be tweaking and experimenting with the messaging, the package, the pricing etc for ages to get it right.

As a rule of thumb for packaging your services.

Your “core offer” is the big problem you solve for your ideal audience:
remember to focus on the result, that’s what they are really paying for:
Standing out from competition, charging more etc, increase sales etc.

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Nicholas Robb

Founder, Design Hero
Author of Life by Design

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