Trying to sell to “everyone” feels safe, but it usually makes people ignore you.

A niche is a focused slice of a market with a specific audience and specific needs that I choose to serve. When I pick a niche, I am not making my business smaller for fun. I am making my message sharper, my offer clearer, and my marketing cheaper because the right people recognize themselves fast.

I like to treat “niche” as a practical tool, not a buzzword. It is how I decide who I am for, what I promise, and what I will not waste time building.

What Is A Niche In Business?

A niche in business is a clearly defined customer group with a clear problem and a clear reason to choose me. It is not only a “category.” It is a combination of who the customer is, what they are trying to do, and what constraints they have. For example, “fitness” is broad. “At-home strength training for new moms with 20 minutes a day” is a niche. The niche becomes real when it creates focus. It tells me what to say, what to build, and what to price. It also helps customers decide faster because the offer feels made for them.

When I write my niche down, I keep it in a simple structure that I can repeat across my site, ads, and sales calls:

(1) Who it is for (role, life stage, industry, skill level)
(2) What they want (outcome, not features)
(3) What makes it hard (time, budget, trust, complexity)
(4) Why my approach fits (proof, speed, specialization, system)

This is also where a “voices” lens helps me stay honest. I often think in Market / People / Strategist terms, like I do on voicesfromtheblogs.com. Market tells me where demand and competition sit. People tells me what buyers say they need in plain words. Strategist forces me to choose a position and act.

How Do I Find The Right Niche?

I find the right niche by looking for a real problem, a reachable audience, and a clear difference I can defend. I do not start with “What sounds cool?” I start with “What is painful enough that people will act?” Then I narrow until I can write a promise that feels specific.

Here is the sequence I use:

(1) Start broad: list 3–5 markets I understand or can learn fast
(2) Collect pain: note repeated complaints, delays, and “I wish” language
(3) Spot a segment: look for one group saying the same pain in the same way
(4) Name the job: define the outcome they want in one sentence
(5) Check substitutes: ask what they use now (and why it disappoints)
(6) Define my edge: speed, quality, support, results, or a unique method
(7) Write the niche line: “I help X do Y without Z”

If I cannot write that last line cleanly, the niche is still fuzzy.

To keep it structured, I use a quick “Three Voices” check:

• Market: Is this segment growing or stable, and is competition crowded?

• People: Do I see the same needs and objections repeated in their words?

• Strategist: Can I offer a clear advantage that is not easy to copy?

If one voice is weak, I treat it as a warning, not a stop sign. It just tells me what to test next.

How Do I Validate A Niche Before I Commit?

I validate a niche by getting proof from real behavior, not only positive feedback. I used to rely too much on “That’s a great idea!” and I learned that compliments do not pay invoices. So I validate with small tests that force a choice.

Here are the tests I trust most:

(1) Problem interviews: I ask people to describe the problem in detail, then I listen for urgency
(2) Pre-sell: I offer a paid pilot, a deposit, or a limited early access
(3) Landing page test: I run a simple page with one promise and track sign-ups
(4) Message test: I post the niche line and see if the right people say “this is me”
(5) Pricing test: I say the price early and watch if interest stays alive

The goal is not perfection. The goal is clarity. If the niche is real, I see two things fast: people recognize the problem and they want a next step. If they only agree in theory, I tighten the segment or the offer.

Here is the “proof card” I keep in my notes:

How Do I Position A Niche So It Does Not Feel Too Small?

I position a niche by staying specific in the message while keeping the business model flexible. A niche is not a prison. It is a starting point that helps me win early. I can expand later once I have proof, cash flow, and a reputation. The mistake is trying to expand before I earn trust.

I keep my niche from feeling “tiny” by doing three things:

(1) I lead with the strongest use case (the clearest win)
(2) I price on outcomes (so I am not trapped in commodity pricing)
(3) I plan adjacent expansion (one nearby segment at a time)

For example, I might start with “email marketing for Shopify skincare brands,” then expand to “paid social for Shopify skincare brands,” then later expand to “other Shopify beauty brands.” The niche is still focused, but the path grows.

This is where the Strategist voice matters. I do not widen the niche because I am bored. I widen it because I can repeat results. If I cannot repeat results, expansion usually just spreads my effort thin.

What Are Common Mistakes People Make With Niches?

The most common niche mistakes are picking a niche that is only a vibe, or picking one that is impossible to reach. I see a few patterns that waste months.

What Does “Too Broad” Look Like?

Too broad looks like messaging that could fit anyone and therefore convinces no one. If my homepage could belong to five different businesses, I am too broad. If I cannot name the exact customer and the exact pain, I am too broad.

What Does “Too Narrow” Look Like?

Too narrow looks like a segment that has no budget, no urgency, or no easy way to access them. A niche can be small and still great, but it needs a path to customers and a reason they will pay.

What Does “No Differentiation” Look Like?

No differentiation looks like “me too, but cheaper.” If my only advantage is price, I will feel constant pressure. I want a niche where my approach, proof, or speed is clearly different.

Conclusion

A niche is a focused audience and problem I serve better than broad competitors.