F*CK NICHING, BUT… TAKE ADVANTAGE OF IT

Now In all honesty I hate the term “niching”. It confused the hell out of me for the longest time because I didn’t like the idea of pigeonholing myself in the kind of design work I wanted to do. 

As it turned out though, I was actually looking at it the wrong way.

I’m a big believer in the fact that ‘you are your own niche’ and you should be able to offer whatever darn design services you want! However, what I’ve found (through a lot of trial & error) is that there is a way to grab this “niche bull” by its horns and steer it to your advantage by using what I’m calling a “Niche Funnel” aka your Primary Service or Offer.

For example:

Say I want to offer a variety of services like logo design, illustration, packaging design, page layout etc. That’s all well and good, but the problem with this is that it confuses the heck out off the majority of clients because they’re generally looking for something specific, something they need right now, and most of them need something ground-level to start with.

To mitigate this, I found that by directing all of my marketing efforts (Reels & TikToks) at a base-level offer like ‘Branding’ I’m then able to bring clients in and help them from the ground-floor. Then, once they’re aboard (and can see how amazing we are ) that’s when you’re able to sprinkle your client pool with the variety of other services you offer.

My takeaway here?

Don’t bow to the niche monster - tame that beast using a service you’re passionate about! It should be something you can sell as a ground floor offer, but, you also need to have the knowledge and be able to speak about how it can benefit your clients. Why? Because at the end of the day its the reason they’re coming to you and what you need the passion to market your business as week-in, week-out.