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Niche to Grow Rich
By Caterina Rando, MA, MCC

Where can you “own” you’re a niche? How or where can you position your image business so that you are the only one doing what you are doing rather then a star identical to all the others in a crowded galaxy of image professionals?

Serving Everyone is Way Too Much Work
You can stay a generalist trying to serve everybody. It is a lot harder to be a generalist. This is often why image professionals struggle in their businesses. If you instead pick a niche, your phone will ring, your clients will come to you and you will be working less and making more.

The “That’s for Me” Factor
When your potential clients learn about your business we want them to say, “you are a perfect match for me” or “I need to talk to you,” or they say “Oh! I need to connect you with my friend so and so – they really need to talk to you.” If you are not hearing this then you probably have not done a good job of creating a niche in your business.

Pick Your Favorites
What does focusing on a niche look like? Rather than just being a image consultant, be an image consultant that specializes in working with women looking to get promoted. Instead of being an image consultant like everyone else, be an image consultant that works with men in the technology field. Do not be an etiquette consultant, like a lifetime supply of other people. Be an etiquette consultant that specializes in working with people entering the workforce or new executives or women who love to entertain. Are you getting the idea?

Get Some Clarity
Let’s solidify what your niche is for your business. When considering your niche, narrow your focus down to one particular group. The narrower you can get, the better you can focus on your ideal client.

Create a clear client profile or client description. This will allow you to spot your potential clients in a crowded room, single them out for a postcard mailing and design services that meets their needs.

When you have clarity on who your ideal client is you can do business with much more clarity, focus and greater productivity.

Current Challenges You Solve
What is the challenge that your business addresses? Do you help people become more confident when entertaining clients? Are you showing executives how to upgrade their image to meet the challenge of a new position?

Know Your Stats
What are the personal demographics among your clients? Personal demographics include and are not limited to age, education, gender, income, geography location and preferences related to what product or service you provide.

If you want to grow your business focusing on your ideal client, then targeting your marketing efforts toward your niche will make your business flourish. Now get busy deciding who your ideal client is, and then put together a plan to connect with them.


Caterina Rando, MA, MCC, shows image professionals how to build thriving, profitable and sustainable businesses by establishing themselves as experts in their fields. Caterina is the creator of the Image Business Breakthrough Program. Visit her website at www.imagebusinesscoach.com to download your free copy of her ebook “How to Create An Image Business Breakthrough.” She can be reached at (415) 668-4535 or via email at cat@imagebusinesscoach.com.