finding a niche author

This is a guest post by Cindy Schulson, founder of

Many entrepreneurs think that in developing their small business marketing strategies, they are best off selling to the widest possible market.

They are afraid to pursue a niche because they fear they'll lose business by turning away customers.

The truth is that if you are not marketing to a distinct group of customers and offering them a unique solution, you will not be heard or found online.

Benefits of Niche Marketing 

When you market to a specific niche, you can focus your marketing resources. You understand the needs and language of your niche, so you can communicate better with them and speak directly to their situation.

By focusing on a niche, you become an expert at providing your service or product. And as an expert, you command higher fees and leverage your efforts to create multiple streams of income.

Above all, when you target a niche, you can differentiate yourself. You significantly reduce your competition and create a distinctive personal brand.

Niche Definition

There are many definitions of niche and target market, and the two are often used interchangeably. But there is an important distinction.

target market is the group of people most likely to buy your product or service. They are the people to whom your product is being marketed.

niche adds another dimension. A niche combines your target market (WHO) with the solution you are providing (WHAT). When you combine your “what” with your “who”, you have your niche.

Niche = target market (who) + the problem you are solving/need you are fulfilling (what)

The key to understanding niche marketing is realizing that people don't buy a service or product, they buy a solution. That solution can help them solve a problem or achieve a goal.

Being a solution provider is critical for good relationship marketing. When you become the solution provider for your target market, you are a winner.

How to Find Your Niche

To identify your niche, is it best to start with your “who” or your “what”?

You can go either way, but in many cases, it is best to start with YOU.

You can't be great at everything, but there is an area in which you have something special to offer — a unique skill or perspective or approach.

What is unique about you and what you have to offer?

What are your passions, skills, interests and expertise?

Once you have identified that, think about who wants what you have to offer. There has to be synchronicity between what you have to offer and what your target market wants.

When you find that connection, you can identify your niche.

Remember, there is only one YOU, and you will ultimately attract those who find you compelling. Be true to yourself and you have the ability to help other people in ways that nobody else can.

Bob's Note:  Cindy will be giving a FREE PRESENTATION if you want to learn more about how to find your ideal clients.  
Details are below.  Be sure to register even if you can't make it live, so you will get the link to the recording!  I'll be there…. see you then!

“The Fastest Path to Ideal Clients and a Targeted List”

Tuesday, January 24

1pm PST (2pm MST, 3pm CST, 4pm EST, 9pm GMT)

Learn more and register here:

About the Author:  Cindy Schulson, Founder of helps coaches, consultants and other solo professionals master their niche and attract their ideal clients.  Cindy's Niche Success Kit has helped thousands of solo professionals on the road to finding their own niche.  Grab a free copy at

    21 replies to "Small Business Marketing Strategies: Finding a Niche Starts with YOU!"

    • Cat Alexandra

      Hi Bob,

      I’m glad I ran across this article before Cindy’s webinar. I think it sounds like a very informative meeting!

      Hi Cindy,

      I really enjoyed your article!

      I have found that tapping into niche can be a little bit of a process, but that once we find it we have opened up a world of endless possibilities for ourselves.

      I think that one good way to find one’s niche is to take a long hard look in the mirror. When we can be objective about who WE are and the unique things that motivate us, we can adapt that wisdom and insight, putting it out into the forefront for the likeminded. I think that many times we will also find that our niche in great ways is a reflection of who we are. 🙂

      Cat Alexandra

      • Bob

        Hey Cat, Cindy really nailed it in this post. And she just did an amazing teleseminar yesterday. If you didn’t catch it, she has the replay available.

    • Sonia

      Finding my niche was difficult for me when I started out. I don’t think I really knew what I was super passionate about, but I knew I loved Marketing. What exactly in marketing was the difficult answer. The more I started learning about all the different types of marketing and how it relates to helping others, is where I found my calling. It took awhile to get things in order on my blog, but now I can honestly say I am super happy about it.

      This post is great for people looking to get started and really dig deep to discover what they really want to do. Sometimes we can get so focused on what someone else is doing that we completely forget what we came to do.

      • Bob

        Hi Sonia,

        You are so right –it CAN and usually does take time to nail down your true passion and niche. It’s a process, for sure.

        Your passion is obvious from reading your blog. Congrats on going through the process and finding your passion!

        Did you have help, or did you find it by yourself, Sonia?

    • Doug Gene

      Thanks, Bob. These are some very helpful niche marketing tips.

      • Bob

        You’re welcome, Doug. Great to see you here!

        If this is an area where you’re struggling, be sure to jump on Cindy’s webinar (info in the post).

    • Cindy Schulson

      Thank you so much everyone for the kind feedback! And thanks to Bob for hosting me. Sometimes just a little shift in perspective can open up so many doors.

      Nicky, I remember the drill example as well and am so glad you’ll be able to attend the webinar!

      Martin – you are not alone. The niche is often the missing piece for many people.

      Adrienne – Trust me, I wasted a lot of time when I first came online. In the webinar, I’m going to share how I went from just 71 people on my list after a year and a half, to completely turning things around and having thousands of people on my list and a steady flow of ideal clients. It’s going to be fun!

      • Bob

        You’re welcome, Cindy… you’ve added such value to this community — we should be thanking you!

        I can’t wait for your webinar. Having gone through your earlier course, I know the kind of value you bring to the table.

    • Martin

      I can’t believe I have missed this all these while. It has been the niche all along. This is great stuff you shared here. i will try one or two of the strategies you outlined here and be back to share the results with you.

      Thanks Bob and Rosemary for publishing that great post from Cindy

      • Bob

        You’re welcome, Martin. If you haven’t done so, be sure to jump on Cindy’s webinar next week (link is inside our post). I can tell you from personal experience that it will be one of the best hours you will ever spend on your business.

    • Farrell

      It’s always best to start in a specific niche. You attract consumers with common interests and your site will eventually get the respect from the group of consumers. Mixing things up will only waste your time and investment and won’t give you the results you want.

      • Bob

        Agreed, Farrell. Focus, focus, focus. This was one of my mistakes early on, so I learned from experience!

        Just curious, Farrell… what is your niche?

    • Nicky

      Great post Cindy and thanks for sharing Bob. I loved the way you explained “niche” as opposed to “target” market, I found that really interesting as I frequently talk about both those as the same, when in fact they are not.

      I knew very little about marketing when I first joined a network marketing business, but I remember reading one of Perry Marshall’s white papers that was reproduced by Mike Dillard who commented that “people who buy drills are not looking for drills, they are looking for something to make a hole in a wall” – this has stuck with me over the years and helps me talk about benefits rather than features.

      I will register for this webinar too as for once it is a time that is reasonable for us over here in the UK!! Thanks!

      • Martin

        The same with me here too Nicky. I believed the two were the same but I guess I was wrong

      • Bob

        Ha! I remember that analogy, too Nicky. It’s funny how great stories stick in your head.

        Glad you’re getting on the webinar.. it will be awesome (and I don’t use that word alot).

    • Adrienne

      Wonderful advice Cindy and I wish I had known all of this when I first started out. I know a lot of people when they first venture online aren’t quite sure what they want to do. I so admire those who have a passion for something but for the rest of us we just have to “find our place” eventually.

      I think I looked at this whole concept in the beginning as much harder than it really is. With your easy explanation for what you want to do and then finding those people who want what you have really isn’t that difficult when you have people sharing how to do just that. I have a feeling your webinar will be very helpful for a lot of people.

      Thanks for this post Cindy and I think Bob made a wise choice for guest bloggers.

      Hope you both have had a wonderful day and are looking forward to a wonderful week ahead!


      • Bob

        I DID make a wise choice, didn’t I Adrienne? 🙂

    • Aston

      Totally agree on this post, I struggled at first.

      • Bob

        What specifically were your struggles, Aston? Was it niche related?

    • Cindy Schulson

      Thank you Oliver and thank you Bob for sharing this and my upcoming webinar with your readers. I’m super excited to share the information I have prepared.

      I decided to do it in direct response to a survey I did where I learned about people’s greatest challenges. I’m going to address the top challenges solopreneurs face in attracting their ideal clients and building a targeted list. It’s going to be fun!

      warm wishes,

    • Oliver Tausend

      Hi Cindy,

      great insights about niche marketing. Rather than being a “Jack of all trades and a master of none”, it’s critical to be specific about what one offers and to whom one offers it. I like it how you stress that people won’t be found online otherwise. We will only be able to do effective niche marketing, if we know what we are all about.

      Thanks for sharing your insights.

      Be blessed


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