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E-ssential
Message # 034:
Do you suffer from nichephobia?
In an ideal world, we'd all be able to do everything for everyone, and nobody would ask what you specialize in. But we don't live in an ideal world - and being able to define your niche is a critical factor in being able to attract the business you want.
You may be afraid of turning away potential customers. You may think that you do several things exceptionally well, and you're afraid of limiting yourself. (You may even be right!) Or, you may think that defining a niche that's too narrow will result in a small market size...
That's why you continue to resist defining your niche. And that's also why it takes a lot of courage to define it narrowly enough.
Once you acknowledge that defining your niche is a scary process, however, you can start to build up the courage to overcome those fears right now.
Try this not-so-simple exercise. Look at all the business you have and for each client write down the challenge you solve, the specific service you provide, the sector, the size of business, the levels or titles of the key people and the personality of your primary contact.
Once you're done, circle the elements that complete the sentence: I do my best work...
Are you brave enough to circle one element under each heading?
Remember, it's easier to build a strong reputation with a narrowly defined niche - and grow your business from there - than it is to cast a wide net and attract a loyal following.
It really comes down to this. The clearer you define your niche for yourself, the clearer it will be for the clients you want to attract. It's an 'essential' element of your Essential Message.
Who is Michel Neray and What's The Essential Message?
The Essential Message is about discovering your true differentiation and then learning how to communicate it in the most compelling way. But higher sales, greater alignment of sales and marketing and a stronger brand position aren't the only reasons why so many independent professionals, entrepreneurs and emerging companies rave about The Essential Message.
Clients also say that one of the biggest advantages of the Essential Message approach is how it helps them gain the confidence, momentum and resilience that can only come from being absolutely clear about their strengths and unique difference – as companies and as individuals.
The Essential Message was created by Michel Neray based on 25 years as an award-winning copywriter, an entrepreneur, a tradeshow pitchman and a senior sales and marketing executive. (He also rides motorcycles, does whitewater canoeing, and has his 2nd degree black belt in karate.)
For information about our corporate facilitation, copywriting and consulting services, or booking Michel to speak at your conference, please call 416 534-4766 or link to www.EssentialMessage.com.
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