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3 BELIEFS THAT STOP YOU FROM OWNING YOUR NICHE

And why this matters for your health + wellness business

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No doubt, you’ve heard this bit of marketing guidance:

For your business to be successful, you need to carve out a niche.

This is well-known advice for a reason… 

A clearly-defined niche is what helps you stand out as an island of awesomeness in a sea of endless options.

But, in order to capitalize on the benefits of your business niche, you first have to make peace with the idea of HAVING a niche at all.

(BTW, how do you pronounce “niche”? Is it “nitch”? “Neesh”? How are we saying this??)

Well, however you pronounce it, the idea of a niche may be totally counter-intuitive to your whole approach as a health + wellness professional.

There are some common, negative beliefs about niche-ing down as health + wellness professionals.

These beliefs might be products of your professional training, the culture of your specific field, and even your own beliefs about work, money, and security.

And yet, the fact remains:

A clearly defined (+ communicated) niche is essential to building a thriving health + wellness business.

So, without further ado, let’s dive into 3 beliefs that may be preventing you from owning your niche, and why this matters for your health + wellness business:

1) “I won’t be busy/full enough.” 

(AKA: the scarcity argument)

Conventional wisdom suggests that if you’re trying to bring in a lot of business, you should cast as wide a net as possible.

However, that’s not how it works at all.

In fact, the wider the figurative net you try to cast, the more generic your professional identity will become.

This also means your messaging (that is, your copywriting) will become diluted.

And that you, as a professional, will be seen as less competent, self-assured, and trustworthy than you truly are.

Let’s say, for example, that you’re a parenting counselor or coach.

If you’re worried about losing potential business, you might make the mistake of describing yourself like this:

I work with kids and families.

Sure, at a glance, it seems reasonable. After all, that leaves room for plenty of referrals!

But, it also sounds pretty generic. A quick search will turn up many, many other professionals who promise the same.

What if you were to describe yourself this way instead?:

“More than anything, I love working with parents of teenagers with high-conflict behaviors…”

Pretty specific, right? Narrowing things down that far might seem risky, but look how easy it becomes to keep talking about your work:

“…I believe teens are seriously misunderstood, and the years between childhood and adulthood can be so stressful for parents. It’s a privilege to help families develop the skills to step out of conflict and find ways to connect and enjoy one another.”

Sure, that description won’t be for everyone (and in an upcoming post, I’ll tell you why that’s actually a GOOD thing!)…

But, for the right parent reading those words at the right time, it’ll feel like the clouds have parted and angels are singing. And where there’s one parent, there are many others.

A whole untapped world of dream clients, just waiting for you to speak to them.

That’s the power of a niche.

Someone who exemplifies this so beautifully is Julie Duffy Dillon.

Julie’s a registered dietitian who has a very specific niche:

She helps women diagnosed with polycystic ovary syndrome (PCOS) heal their bodies through a non-dieting approach to food.

Now, the scarcity argument would say this niche eliminates too many potential clients and referral sources.

But, guess what?

By targeting a specific group of dream clients, Julie has built a robust business that includes coaching services, courses, and a popular podcast and blog.

See, Julie knows that when you carve out a unique niche and communicate it clearly, the dream clients can’t help but be drawn in.

2) I’ll only attract the same type of client over and over.”

(AKA: the burnout argument)

Okay, a clear niche is good for business, but is it good for you?

After all, if I’m targeting a super-specific segment of the population, won’t my schedule be filled with carbon copies of the same client, over and over and over again?

Sounds like a recipe for burnout, doesn’t it?

I agree that a practice full of identical clients would probably get old. At least, it seems like it could.

Fortunately… we won’t have to find out.

Here’s why:

When you identify a clear niche, and communicate it clearly, your dream clients (the ones you’ve been speaking to, on purpose) will come calling.

But, chances are, they won’t be the only ones who will.

Because the more vivid the picture you create with the copy you write for your business, the more likely it is to appeal to other people out there.

And not just anyone, either.

They’re the ones who see themselves in your words. Who wish for themselves the outcomes you describe.

Basically, they’re the dream clients you didn’t even know were dream clients.

When I sat down to write my professional bio and therapist directory listing, I decided to write with one dream client in mind.

I had a pretty detailed picture of who my dream client was. So, when she came through the door, again and again, in the form of many different people, I wasn’t surprised.

(Psyched + relieved + grateful? YES. But not surprised.)

What I didn’t expect were the other dream clients.

The ones who didn’t match the image in my mind, but who connected in a real and meaningful way to the message I was sharing and the way I approach my work.

I’ll share about this in much greater detail next week, but for now, just trust me:

It was like magic.

And because of the magical way that good copywriting draws in the right people while (gently) repelling those who’ll be better served by somebody else, you can rest assured:

When you’ve got the right words in place, you’re far more likely to go to work fired up than burned out.

3) “I got into this business to help people. I should be willing to work with everyone.”

(AKA: the moral obligation argument)

As health + wellness professionals, we sometimes confuse the obligation to “do no harm” with “help every person on earth”.

It’s just not possible.

Contrary to what you may have believed for a long time now, owning your niche does not constitute a violation of your professional ethics.

In fact, it’s just the opposite:

Communicating a clear niche not only drives more, higher-quality referrals…

But, because it enables you to target the people you love working with most, owning your niche actually frees you up to be as helpful as possible– operating in your own “zone of genius”.

And in a world so filled with noisy competition…

It’s refreshing to step away from the mob.

To stand firmly in your sweet spot and speak directly to your people, rather than shouting to be heard by whomever will listen.

That’s how we can be of service to people.

I’ll give you an example:

Let’s say you’re a medical researcher, who hopes to be as helpful as possible through your work.

You could focus your work on whichever problem or illness affects the largest number of people on the planet.

Or you could narrow your focus to pursue your dream of studying the biological basis of depression cases that are highly resistant to conventional forms of treatment.

What you decide is ultimately up to you, of course.

But, when it comes to evaluating how helpful we are as health + wellness professionals, the question goes much deeper than a simple numbers game.

If any of us has a moral obligation, I believe it’s to pursue our genuine interests, using our unique skills in service of something greater than ourselves.

And that sweet spot, where our talents intersect with someone’s real need?

That’s precisely what a niche should be.


Not sure what your niche is (yet)…?

So, we’ve tackled 3 common beliefs that keep you from owning your niche as a health + wellness professional, and we’ve hopefully debunked them all.

But, what if you haven’t identified your own niche just yet?

Not to worry! I’ve got you.

I’ll be back next week with a deep-dive into how you can get clear on your niche AND how to go about communicating it to the right people.

In the meantime, I recommend you set aside some uninterrupted time to do a little brainstorming.

Here are 3 things to keep in mind as you do:

  1. What do you love most? [NOTE: This is sometimes described in terms of “passion” but this term doesn’t resonate with every one. (I mean, no one wakes up sizzling with passion every day of their lives!) So, another way to think about this is in terms of interest (“Which questions/puzzles/topics/people am I most interested in?”), enthusiasm (“Which types of work give me energy?”), or curiosity (“Which topics command my attention? What could I talk about all day?”).
  2. Where do your talents lie? 
  3. Where is there a need?

Give it some thought, and I’ll be back next week with everything you need to get clear + start talking!

Feeling bold?

Leave a comment sharing your niche and/or your answers to any of these questions! I’d love to cheer you on!


Ready to take the next step?

When it comes to attracting the people you love working with most, you already have a powerful asset at your disposal (and no, it’s not your impressive credentials…)! Ready to learn what it is, and start putting it to work for you + your business TODAY?

CLICK THE BUTTON BELOW TO GET STARTED…

TAKE THE QUIZ + FIND OUT!


HI!  I’M MICHAELA. 

I help health + wellness professionals connect with their dream clients through genuine, engaging communication. After spending over a decade studying, researching, and teaching psychology + communication principles, I started this business to empower health + wellness professionals like me to “preach what you practice”. I share practical guidance so you can get clear on your unique value, communicate it with heart, attract + serve the people you love working with most… and actually have fun along the way.

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