Finding Your Business Niche
- Feb 17
- 5 min read
Finding the right niche is one of the most important things you can do for your wellness business.
By doing this, you can promote your practice in a targeted way and not just with the approach “I am new to this business”.
When you have a niche, you are an expert. This allows you to charge higher rates, get specific referrals, and pick exactly what kind of clients you want to work with.
To get niche ideas, you need to focus on what your passions are, what your skillset is, and what type of client you want to work with. Think back to school and your training; maybe there was a specific book that really spoke to you or a subject that you excelled at because you found it fascinating.
Finding your passion before you choose your niche in something is what will push you forward, to not only be good but to be the best at what you do.
Why Shouldn’t I Sell to Everyone?
It seems backward to rule out hundreds of people who could be potential clients. Why would you want to limit your market to a small client base if you could market to everyone and get more business?
Understanding Niches
Choosing your nutrition niche will be the foundation of your marketing strategy. It will help you narrow down exactly who you are targeting and how to get their attention.
Here is an example of why you should choose a niche:
In Canada, when you are sick you go and see a Family Doctor or a General Practitioner. That GP has spent a long time in medical school learning everything that there is to know about the human body. This allows him to diagnose any problem that may walk through his office door. The median wage in Canada for a General Practitioner is around $144,000 per year, which is a great wage.
However, when we compare this to a specialist who has gone on to master a specific field, like a Neurosurgeon, the median salary is $316,000. You can now see why a niche is far more beneficial.
Ways to Choose Your Niche
We are going to be honest with you:
No small business can do everything for everyone. It is not possible. The narrower and the more precise your target market is, the better off you will be in the long run.
So how does one choose their specific niche? Think about the following questions and write them out:
1. What is your story?
2. What special skills do you have that set you apart from the competition?
3. Who do you want to work with?
4. What do your prospective clients need?
5. What do you want to sell?
Step 1: Do You Have a Story to Tell?
If you can tell a good story, you can connect easily with people in your specific niche. The most fundamental reason to have your niche be in line with your story is that you are going to connect with people who are currently experiencing what you already went through yourself.
If you are a coach who has overcome IBS or another specific condition, anyone who is dealing with that condition at the present moment will feel empowered working with someone who shares a similar story. Best of all, they will see a real end result of what your protocol could possibly do for them.
Step 2: What Can You Bring to The Table?
Think of what interests and experiences set you apart from other practitioners.
Having a specific skill that not many people have can easily define your niche for you.
Have you spent a lot of time cooking and have a massive vegetable garden in your backyard? Perhaps you can combine these two areas of interest to create a harvest-to-coaching package where you can teach someone how to grow their food, harvest it, and then cook or preserve it.
Try to think outside the box and try to be as original as possible.
Step 3: Who Do You Want to Work With?
This is a very good way to find your niche. You should be happy to work with your clients. They should motivate you to pursue continuing education in your chosen field of interest.
Here is an example: A holistic nutritionist created a profitable Nutrition Consulting business based on her love of running. She was in school training in nutrition, while also training for long-distance runs. People were always asking her what they could do to help their performance and recovery.
Here niche "found" her. She created a successful business where all her clients are women, around her age, who want to eat and train for long-distance runs. Because she selected something that she LOVES to do, her job never gets boring and in turn, promotes her business with ease.
So, who do YOU want to work with?
Step 4: What Do Your Prospective Clients Need?
When you look from the point of view of your prospective clients, you can identify what they need or want. This means that you need to talk to your potential clients and find out their main concerns.
You can also ask people who have worked with you already for input on what information they need so you can improve the services provided to them. From here you can build your plans knowing that someone is already looking to buy it because they need it.
Step 5: Decide What You Want to Sell
Selling products will appeal to some wellness coaches, whereas selling a service will appeal to others. Jot down your services and see if there is a certain client base that sticks out and make sure you know if people are going to want to buy what you are offering.
A Good Niche Has Five Qualities!
You should be at the point now where your ideas and client’s needs/wants begin to merge into what will become your wellness niche.
Your niche should include these five important qualities:
- It conforms with your long-term vision
- Someone else wants it
- It is planned out well
- It is one-of-a-kind
- It can evolve
By going through the steps, you will come to a point where you ask “Is there a market for what I’m selling?” There is no point in designing a program that doesn’t attract clients. Do your market research ahead of time so you set yourself up for success from the very beginning.
Assignment: Determine Your Niche
In this assignment, you will use the Finding Your Niche and Ideal Client worksheets to define your ideal niche. The video above is a webinar on finding your niche that is complementary to this lesson. Be sure you watch this before starting the homework assignment.
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