Let’s start by defining the meaning of the word “niche.”
Definition of Niche…
1. A recess in a wall, as for holding a statue.
2. A cranny, hollow, or crevice, as in a rock.
3. A situation or activity specially suited to
a person’s abilities or character.
Internet Marketing and the importance of
finding your niche:
I think I always knew that choosing the right niche
market was considered essential to business success,
yet for me, as for many professionals, choosing a
niche felt something like the kiss of death.
When we dig in our heels against choosing a niche,
we are probably responding to one of the first two
definitions above. After all, who wants to do business
in a hole in a wall or in a tiny, rocky place, right?
If you believe that defining your niche market means
choosing a hard, cramped, and confining space, it’s no
wonder you resist.
People who bring their heart and soul to their work will
resist niche marketing that tells them they must restrict
the ways in which they offer value to the world.
The good news is that choosing your niche market will do
exactly the opposite: it will free you to be the biggest,
most authentic, and most complete offer possible.
Consider the third definition of niche.
“A situation or activity specially suited to a person’s
abilities or character.”
When you look at niche in this light, you will see that your
perfect niche market is that location or domain in which you
are most readily accessible to the people who are most likely
to benefit from (and thus value) the offer that you are and
in which you are simultaneously most free to exercise your
brilliance and expertise.
Your niche market is the place in which you have a natural
competitive advantage because you occupy exactly the right
place in the right ecosystem.
A good niche market is one in which:
- You are highly visible and easily accessible to the people
who are most likely to benefit from your work, including
prospective clients and customers, prospective collaborators
and partners, and others with whom value-adding activities
are most likely to be mutually beneficial.
- You can employ the widest range of your talents, skills,
and training (your offer.)
- There’s a paradox in naming your niche market.
When you give people a category to put your products or
services in, it is easier for them to get a handle on what
you do and to remember it.
It’s also much easier for them to appreciate how you differ
from other professionals in that category. In other words,
by putting yourself in a category, you can also make yourself
stand out because you distinguish yourself from others in
that category. This is best referred to as your unique selling
proposition (USP) or as some might call it, a unique selling
Over 10 years ago, when I first started teaching SEO skills
to small groups of business owners, I had a vision to create
a form of event which would be unlike any of the other more
common SEO seminars or conferences. There were plenty of good
SEO type conferences around, so how would I create my USP?
My thought was that most conferences are big events with dozens
of speakers. Great for the big money type of event, great for
But I decided that I wanted to do small groups and do them more
in the form of a hands-on SEO Workshop, over a period of time.
My thought was it could be a place where each student would get
individualized attention to detail, plus actual drilling
and hands on practice. A place where they would be able to learn
Many big conferences offered upsells and add on services that
aim to extract even more money out of the attendees for things
like coaching or mentoring. Instead, we decided to offer the
benefit of mentoring in the form of a 6 month mentoring program
and include it as part of the training at no extra cost.
There are lots of other things we did differently too, like daily
evaluations to benchmark each student’s progress day by day and
we made it a priority to answer every students question.
So you can see that with all of these USP type things in mind we
started the very first SEO Mastery Workshop back in January 2002
in San Antonio, Texas. Today we have a network of educators that
are located all over the globe, helping ordinary business owners
to understand SEO, Social Medial and a wide variety of high
performance topics to boost the success of their online business
and enable them to compete and win.
Remember to always consider your own USP carefully and build out
your business in an original way so that you separate yourself
from the crowd in whatever niche that you choose.
Check out our list of upcoming hands-on SEO Mastery Workshop
dates on this page.