Buy me! Buy me! No me!
These ads are like a not-quite-as-pretty multi-colored field of blooming wildflowers attempting to attract pollinators so they can succeed in their mission of procreating.
Or in the case of ads, selling products.
So, how do you spot the product that’s right for you in this field? In other words, how does the pollinator find its right flower?
Well, interestingly, there are actually flowers that have only one possible pollinator.
These species have co-evolved over thousands of generations to be so perfect for one another that not one other insect can do the job. Like the incredibly specialized fig wasps that only pollinate (you guessed it) fig trees.
That’s niche marketing.
In fact, the biological definition of a niche is an organism’s specific place in the ecological web of life.
When you create an offering and then market it in a way that speaks directly to your target audience, those specific people will notice it and be attracted to it, like a fig wasp to its tree.
And when those people see your uniquely colored petals and smell your flower and draw in close and say, “Wow, that is totally my scent, I must have that!” well then my friend, the pollination has happened: you’ve made a sale.
Can My Niche Be Too Small?
Of course, my biologist friend reminds me that those highly specialized flowers with only one pollinator are most in danger when changes occur in the environment (read: climate change). If its pollinator dies, and no other insect can stand in, well… poof! No more flower. Yikes.
She’s right: It is technically possible to have too small a niche and get destroyed. It’s how things go extinct. You could pick a niche so narrow that there is truly not a big enough group of people to buy your service, and you won’t sell a thing.
I think, though, in the world of creative, passionate entrepreneurs, this is generally not the problem.
More often, coaching and consulting and healing businesses fail because they are trying to sell a whole field of different wildflowers to a whole bunch of different pollinators instead of focusing on growing the right flower to attract its perfect pollinator (and exhausting themselves in the process).
So How to Do it – An Evolutionary Process
Conscious entrepreneurs are constantly honing their niche: They’re always discovering who their right pollinator (client) is, who they most want to work with. They’re further clarifying the problem that they solve for these people. They’re defining how they do it differently from the other flowers, and they’re shining their innate and unique beauty so the right insects (I mean, people) can see it and be attracted to it.
It’s an iterative process of:
- Defining your niche “enough for now”
- Putting your work out there and seeing who is attracted… and getting real feedback from the marketplace
- Further clarifying your niche, making it even more distinct
- Putting it out there again
- And so on
This is basically the definition of biological evolution.
The niching process – like your entire business – is all about repeating cycles… putting something out there, receiving input and making changes, putting something out there, receiving input and making changes.
Oh dear god it never ends. Just kidding. Kind of.
So – time to cultivate your unique flower and attract your perfect pollinators.
Just be patient. Evolution takes time.