Many marketing experts recommend that you develop a ‘niche’ so you become known as an expert in your field. Your strength then lies in sticking to what you’re good at and not deviating from it. Your niche could be either a particular product or service, or a specific target market.
For example, a public speaker may find a niche market as an MC and give up doing other types of speaking so they become known solely for that skill. Or a public relations business may specialise in providing a wide range of marketing and communication services to clients in the healthcare industry.
Although I can see the merits of having a niche, I personally don’t follow this advice as I offer writing, training and marketing services. One of the advantages of offering more than one product or service, or working with a wide market, is greater flexibility. Your business can change to take advantage of new opportunities or your changing interests.
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