3 Benefits of Finding a Niche

It seems counterintuitive on the surface. Why would you limit your service offerings? Wouldn’t that reduce the potential number of people you could work with?

In today’s consumer landscape, fewer and fewer people are fine with working with general practitioners, especially when it comes to high-stakes situations like legal or financial issues. If you’re still taking every case that walks through your door (for whatever reason), this article is for you.

1. Niching Down Eliminates Your Competition

Do you know who your competitors are when you’re a general practitioner? EVERYONE. And just like “everyone” should never be your target audience, your firm shouldn’t be competing with every other firm in town that provides one or multiple of the same services as you.

However, when you narrow your focus your business on just one or two specialties, you begin to eliminate firms you were competing with simply because you’re not trying to win over the same audience. Even more, if you niche down into a service that no one else provides, you eliminate your competition altogether. (Just make sure it’s a service your community actually needs!)

2. Niching Down Puts a Bigger Spotlight on Your Expertise

Jack of all trades, master of none, right? If you’re trying to juggle multiple service offerings, you’re not allowing yourself enough time to either A) get really good at one or two things or B) truly enjoy what you like doing most.

When narrowing your focus, pick the thing(s) you enjoy doing the most and only take that type of business. Your natural passion for your niche will shine through in your work and make it even easier for people to recognize your expertise.

3. Niching Down Makes Your Marketing Easier

If you’re offering several different services, you have to market all of them effectively. That usually results in one of two problems:

  1. You don’t actually market every service and people don’t end up realizing everything you provide.
  2. You don’t market each service well enough and no one truly understands what you do.

When you only have one or two services, it makes your marketing easier because all of your marketing becomes about that one thing. It clearly communicates who you are and how you help, so you end up attracting only those people that you want to work with. It’s the gift that keeps on giving!

At Spotlight Branding, we can’t help you choose a niche, but we can help you market it and make sure people know that you’re the expert. If you’re interested in learning more, contact us today.

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Spotlight Branding

Spotlight Branding is a content marketing and branding firm for lawyers and other professionals. Our goal is to help you create an online presence that positions you as a credible expert in your field, keeps you connected with your network in order to stay top of mind and increase referrals, and to become more visible online so prospects can find you!