Niching appears to be quite a controversial topic especially in the yoga world. For some people deciding on a niche seems to be all about marketing, and selling, and less about helping people. After all, everyone needs yoga or healing or coaching, and by niching down you exclude people and limit yourself, right?
I know it’s tough to pick one topic and it might feel like putting yourself in a box. But think of it like this: if you wanted to learn advanced arm balances, would you go to a yoga for beginners’ class in your local gym?
Your potential clients have different levels of experience as well as different ages, genders and backgrounds and they are looking for experts. Carving out a specific offering to meet the specific needs of a specific type of student can be highly beneficial for your business.
My students connect with me and buy my products because I solve their specific problem. Because they feel I understand them. I get feedback from my students all the time that they bought a course because I’m offering something that they feel is just for them.
One day, when I feel I’ve outgrown my niche, I might broaden it. This can happen. For example, when your niche is the Dutch market, one day you might decide to offer your services also in English and thus reach a wider audience.
But if you would have started with a wide audience, it probably would have taken you much longer to come to that point. You could be a big fish in a small pond – or a small fish in a huge pond, overlooked by everyone.
Here’s an example:
Yoga for Beginners
It’s a good niche, but still very broad. I mean, this would cover millions of people around the world.
Yoga in Spanish for Beginners
Now we’re getting more specific. Choosing a language can be a great niche.
Yoga in Spanish For Young Mums Who Want to Get Their Strength Back in Just 15 Minutes a Day
Okay, this is very specific. Do you feel this would be too restricting? Well, guess what – when a Spanish speaking young mum in that situation would see this, she’d be interested for sure! She would devour your content, sign up for your email list, become your biggest fan AND buy your products! Also think about the community you could create here, the bonding and friendships that could spring up because you bring people together that are in the same situation.
And this is what we want! Specific offers that are interesting for just the right people.
When you have a clear niche, you make it easier for the RIGHT people to find you and to fall in love with your offerings.
And, this is also important, it’s often easier for YOU to create helpful, valuable offerings that people are wanting to buy. If you have a lot of topics you talk about it can lead to overwhelm, while when you have a specific niche its suddenly much easier to come up with ideas what to write or talk about
So, how do you pick your niche?
You want to find a niche that combines your passion, what do you find joy in, with your skills, what are you can expert in, and what people need, because if no one needs what you’re offering, you don’t have a business.
You might already have a good idea of what niche you want to fill. If not, it’s okay to start with more than one topic and narrow it down over time. Clarity comes with action. You just need to get started.