3d • General discussion
NICHE DOWN.... hrmmm
Let's talk about the niche conversation nobody is having correctly.
You've heard it a thousand times. "Pick a niche." "Riches are in the niches." "Niche down or die."
And then everyone immediately assumes that means you have to pick ONE industry and only serve that industry forever. Dentists. Roofers. Divorce attorneys. Done.
That's one way to do it. It's not the only way. And honestly, for a lot of agency owners, it's the wrong way.
Here's what I mean.
There are two completely different kinds of niches, and most people only talk about one of them.
Type 1 — Vertical Niche: You pick an industry. Chiropractors. HVAC. Real estate agents. Everything you do is built around that one vertical. Deep expertise, specialized language, you know the software they use, you know their margins, you know their busy seasons.
This works great IF you have real passion for that industry and you can stand doing the same work, same conversations, same problems for years. The referrals are real. The case studies stack up. The problem is — if that industry tanks, you tank with it.
Type 2 — Profile Niche: You pick a TYPE of business. Not an industry — a profile. A set of characteristics that makes someone a good fit for you regardless of what they sell.
This is how I operate. My niche is service-based, B2B companies. That means I work with businesses that sell a service (not a product), and they sell to other businesses (not consumers). That's the filter.
Inside that filter I've worked with roofing companies, logistics firms, marketing agencies, med spas, sign shops, consulting firms, law offices. All different industries. All the same type of buyer.
What they have in common:
- Long sales cycles where trust matters more than price
- Business owners who have been burned by marketing that didn't deliver
- Services that are hard to differentiate without authority
- Decisions made by one or two people, not a committee
- They need credibility before they need traffic
Once you understand the profile, the framework you build works for all of them. The messaging shifts slightly. The problems are almost identical.
So how do you figure out which type of niche is right for you?
Ask yourself three questions:
1. What types of clients have I gotten the best results for? Not just good results — real results. The ones who came back, referred people, paid on time, were a pleasure to work with. What do those clients have in common? Is it the industry, or is it something else? Owner-operated vs. corporate? B2B vs. B2C? Service vs. product? High-ticket vs. volume?
2. What type of client pain do I actually understand at a gut level? Because your marketing positioning has to come from real empathy, not research. What problem makes you angry when you see it unaddressed? That anger is usually pointing at your niche.
3. Can I tell a prospect story in 60 seconds that proves I understand their world? If you can't, your niche isn't clear enough yet. Not because you picked wrong — because you haven't been specific enough about who you're describing.
Here's the thing nobody tells you: you don't need a niche to start. You need a niche to scale.
In the beginning, you take every client you can learn from. The niche emerges from that experience. But once you hit around $8K-$10K/month in client revenue, the lack of a niche starts costing you more than it's saving you. You can't systematize anything. You can't build case studies that transfer. You can't write content that resonates with anyone because you're trying to speak to everyone.
That's the moment to get intentional.
And when you do — don't let anyone tell you that a profile niche isn't a real niche. It absolutely is. Some of the most profitable agencies I know don't serve a single industry. They serve a single type of buyer — and they know that buyer so well they could finish their sentences.
That's the goal. Not industry specialization. Buyer fluency.
Know their language. Know their fears. Know what "success" actually looks like to them six months in. Know why the last agency failed them.
When a prospect gets on the phone with you and says "you're the first person who actually gets what we're dealing with" — that's your niche working.
What's your current niche situation? Drop it below. Is it vertical, profile, or still figuring it out? No wrong answers — this is exactly the conversation we need to have.
1
5 comments
NICHE DOWN.... hrmmm
skool.com/themarketersjourney
A Community of Business Owners focused on understanding and implimenting Marketing that scales business reach.
Leaderboard (30-day)
1
+4
2
+1
Powered by