Positioning 101: How to Find Your Niche and Make It Work for You

When you’re building a business, one of the first big questions you’ll face is: “Who exactly am I here to help?”

It’s tempting to say “everyone!” - after all, the more people you can serve, the more potential customers, right? But in reality, businesses that try to be everything to everyone often end up blending into the noise.

That’s where finding your niche comes in.

Your niche is the sweet spot where your skills, your passion, and your audience’s needs overlap. It helps you position yourself clearly in the market so people understand who you are, what you do, and why they should choose you.

Step 1: Think about who you actually want to serve

Not everyone is your customer - and that’s okay. Ask yourself:

• Who do I enjoy working with?

• Who gets the best results from what I offer?

• Who has a problem I can solve better than anyone else?

For example, instead of saying “I’m a fitness coach,” you could niche down to “I help new mums rebuild their strength after pregnancy.” Instantly clearer.

Step 2: Look at what makes you different

Your experience, your story, and your perspective are what set you apart. You don’t have to reinvent the wheel - you just need to show why you’re the right person for your audience.

Ask:

• What do I do differently than others in my field?

• What personal journey or expertise can I bring into my work?

Step 3: Test and refine

Don’t worry if you don’t get your niche perfect on day one. Positioning is an ongoing process. Put your message out there, see how people respond, and adjust as you go.

The key is consistency — the more you show up for a specific audience, the more they’ll see you as the go-to person for that problem.

Step 4: Make your niche work for you (without boxing yourself in)

Here’s something many people worry about: “If I pick a niche, does that mean I can’t work with anyone else?”

The answer is no. Your niche gives you focus and a place to start, but it doesn’t stop you from taking on clients who come to you through recommendations, referrals, or simply finding you online. In fact, you’ll probably find you still attract a variety of people outside your defined niche - and that’s a good thing.

Over time, you may even decide to add more niches to your business, like different product lines or services. For example, you might start out focusing on copywriting for coaches, and later expand into copywriting for small e-commerce brands. That’s perfectly possible, but when you’re starting out, trying to serve too many groups at once is overwhelming.

The smarter approach is to build one niche until it’s running smoothly and successfully. Once that’s established, you’ll have the clarity, systems, and confidence to branch out into others.

Step 5: Let your niche guide your business

Once you’ve defined your niche, use it to shape everything else in your business:

• Your social media content

• Your website copy

• Your offers and packages

• Even the networking events you go to

When all of these line up with your niche, your marketing gets easier and more effective because you’re always speaking directly to the right people.

Final Thought

Finding your niche isn’t about limiting yourself, it’s about creating focus.

It gives you a starting point, a clear message, and a strong foundation. From there, you can always expand, diversify, and evolve.

Instead of trying to talk to everyone, pick your corner of the market and own it. Build it strong. Then, when the time is right, branch out and let your business grow in new directions.

That’s how you make your niche work for you.

Need some help? You know who to ask, right?