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What to Release -- and
Embrace -- to Succeed in Your Sweet Spot
by Kathy Caprino
Part 2: Embracing and Your True Niche
In overcoming my many challenges in
finding my true niche, I am now focused
on helping others do the same. Over the
years, I've observed what it takes to
shine in your chosen field -- to rise
above the competition, use your unique
gifts, and thrive in the process.
What do you need to do, as a coach,
consultant, or other professional, to
name and claim your niche?
Below are essential steps, in the
form of what you need to embrace to move
forward.
(Part I -
Releasing Your Blocks was published in
my previous newsletter.
Click here
to access).
Say Yes to!
1) Determining whom you wish to
serve
Who is your "ideal" client - the
individual or group you love to serve
and for whom your products and services
are a perfect it? If you are unsure
about the profile of your ideal client,
observe yourself in your work for the
next month. Watch closely - which
clients or customers do you feel
absolutely great interacting with, and
which clients make it feel like a
struggle. Begin to flesh out all the
parameters of an ideal client/customer
for you - income, demographic, age,
values, needs, pain points, interests,
where you can find them, etc. The
clients/customers you love to serve and
who make you feel great and successful
are those you are meant to serve.
2) Identifying how you want to
serve them
Once you've identified your ideal client
or customer, determine the avenues that
are best for you. Is it developing and
selling products or programs, or
providing one-one-one or group
consulting? Is it giving presentations
or workshops, or advising or teaching in
other ways?
If you are drawn to trying a new
approach such as presenting workshops,
but have fear around it, face your fear
and move forward anyway. Develop a
workshop on a topic that you are a true
expert in, and offer it locally (present
it free of charge at a library or other
community venue if you need to in the
beginning, to gain expertise and
confidence). Know how you want to
contribute in the world (through goods,
services, information, resources, etc),
and get on a powerful path to doing
that.
3) Knowing what your special
talents and gifts are in this niche -
how are you different, better than the
competition?
There are thousands of gifted and
talented individuals out there who are
providing similar services and products
to your own. The key to rising above the
competition is to know clearly what your
unique abilities are. How are you
different in what you do and provide?
How are you better and what stands you
apart? If you don't the answer to this
yet, there's a process to discovering it
involving exploration, discovery, and
assessment.
First, ask five colleagues and
clients/customers whom you know well and
trust to give you candid feedback about
what you do as a professional. Ask them:
1) What's great about the work I do? 2)
What could be improved, and 3) How do
you think it's different from my
competitors? Listen to the feedback and
integrate what feels right.
Next, watch yourself for the next month
- ask yourself, "What am I doing in how
I deliver my products and services that
is different from all the rest?" As my
colleague and terrific branding expert
Robert Friedman of
Fearless Branding explains, "We have
to know what emotional gift we bring to
our clients - what do we give them that
touches their hearts and souls when they
use our services or products? For me,
it's breakthrough - what is it for you?
4) Getting over your fears about
coming forward in this area
I work with many superior healing and
helping practitioners, coaches and
consultants, as well as corporate
executives and other professionals who
are truly gifted in one particular area,
(and long to pursue it) but are
downright afraid. What are most people
afraid of? Both failure and success.
In terms of failure, it's very common to
fear failure at the thing you most
deeply long for, because in your mind,
if you fail at this, your dreams will be
truly shattered. But from my
perspective, you must face this fear
head on, and walk through it, in order
to live a life of passion, power, and
purpose. Yes, you might fail at first,
but if it's meant to be, you'll find
your way, and do it supremely well.
And why do we fear success? Because in
our hearts, we know that success in this
area will take us on a hero's journey
that will require of us some great
stretching and growing that will be
challenging. Either way, you can let
your fear stop you, or propel you
forward - it's up to you.
5) Remaining teachable at all
times- continue to expand your skills
All along the way, it is vital to remain
teachable and flexible. Set out with a
solid business and marketing plan, but
be ready to adjust your plan, goals, and
your skills, as need be. Attach to your
vision of being a highly successful
professional, but not to the exact
"how's" and "when's" - your ego's
timeline of how it needs to unfold often
misses the mark because you're not in
complete control of all that transpires
- there are other factors at play. (For
more about the importance of remaining
teaching in business, see Success
Magazine's recent article,
Remaining Teachable.)
6) Developing your brand -
communicate powerfully how you are
special, and why folks should hire you
Having a unique and powerful brand is
critical. As Robert Friedman of
Fearless Branding
explains, here's the formula:
Great brands are differentiated in three
essential ways:
Functional: This means you
have to DO something different than your
competitors. What is that for you?
Emotional: Start with what
you do that's different. Then, think
about what that really means for your
clients - the emotional benefit. Speak
to your customers' hearts and guts - not
just their heads.
Aesthetic: The way to
communicate your value is to create
unmistakable language and images that
reinforce your core idea. Think of
"Tiffany Blue" unmistakable, right? Your
brand can be that distinctive.
It takes work to get this level of
clarity, but it pays off when your
potential client quickly understands the
real value they'll get from you. (For
more information, visit
www.fearlessbranding.com)
7) Partnering with other
like-minded folks who can help broaden
your skills, capabilities and reach
Don't try to build your business alone
and in a vacuum. Growing a practice or
business takes alliance, affiliation,
support, and community. If you are
concerned about partnering, look deeply
at the reasons - often unfounded fear is
at the heart of your wish to isolate.
Or, a bit of narcissism may have crept
in, telling you that you're better than
all the rest and don't need anyone else.
It's simply not true. We all need a
little help from our friends. Let that
narcissism go, and open your heart and
mind to finding like-minded partners who
share a common ground and values but
also have great complementary skills and
talents that round out your own.
Partnering helps expand your horizons,
broaden your reach and your ability to
help your clients and customers.
Partnering is also fun! It often brings
ease into your work as well, because in
the end, you realize you don't have to
do it all by yourself.
* * * * * * * * * *
"Breakthrough is just around the corner
for you. Walk through the fear, and
believe that it can be easy and you can
achieve great success and joy in your
work. Like all meaningful things in
life, embracing your niche requires
faith, commitment, energy, and an
unwavering belief in yourself. Go for
it!
For more information on coaching to
name and claim your true niche, please
write
kathy@elliacommunications.com.
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