The beauty of a niche

A niche is particular. It's a slice of the whole picture with a narrow focus of interest.

A niche is appealing to a specific set of people - not everyone and their brother.

A niche may be narrow, but - oh boy - is it deep. Expansion is infinite, just differently than you may expect.

A niche will make you think you're leaving other areas unmet. If it doesn't, you haven't narrowed your focus enough—which is the whole point.

A niche, by its very nature, catches the attention of those it appeals to. These people are the ones who will go out of their way to participate and interact with it. And with others who have the same interests.

A niche is a relationship generator.

A niche creates a more personal connection due to high relevance for its audience.

A niche is an incremental step toward 1-to-1 interactions. It sets a common foundation.

A niche makes you (your company) more accessible.

You can have more than one niche, but you cannot combine them without a trade off in effectiveness and introducing a probability factor for defection.

The next time you want to make sure your content, communications and brand speak to everyone, perhaps you should reconsider. Time constraints, fragmented attention, overwhelming workloads and shifting economic realities make it hard enough to engage your market.

Think about the beauty (and the potential payoffs) of a niche.