Do You Really Need a Niche?

You’ve heard it before: “You need to find your niche.”
But what does that actually mean?

The Short Answer

A niche is a specific group of people you serve, a specific problem you solve, or a focused slice of a bigger market.

It’s the difference between:

• “I make candles.” → “I make candles for people who love cozy, woodsy cabins and hate floral scents.”

• “I do photography.” → “I shoot relaxed, natural family portraits for first-time parents.”

That’s a niche. It’s your way of saying: “This is exactly who I’m for.”

Why It Matters

Trying to appeal to everyone usually means you resonate with… no one.

With a niche:

• Your message is clearer

• Your audience feels seen

• It’s easier for people to say, “This is for me”

You become more referable, easier to remember, and faster to trust.

But Doesn’t That Limit Me?

Not really.

You’re narrowing your focus, but in a way that often opens more doors. A good niche helps the right people find you, connect with you, and buy from you faster. And once you’ve built traction, you can expand.

Think of it as starting small to get strong.

How Do I Find My Niche?

Start by asking:

• Who do I love working with or helping?

• What specific problem do I solve really well?

• What kind of person lights me up?

• What do people always come to me for?

You’re looking for the overlap between:

• What you’re good at

• What people need

• What feels sustainable for you

A Real Example

Let’s say you’re a fitness coach.

Instead of: “I help people get in shape.” (too broad)
Try: “I help new moms rebuild strength and energy after pregnancy with 20-minute workouts they can do at home.”

That’s a niche:

• Specific audience → new moms

• Specific problem → rebuilding strength and energy after pregnancy

• Specific approach → short, home-based workouts

Notice how much clearer and more memorable it is.

Bottom Line

A niche isn’t a trap. It’s a tool. It helps you stand out in a noisy world so the right people say, “Finally, someone who gets it.”

You don’t need to be for everyone. You just need to be definitely for someone.