3 Reasons Why You Should Narrow Your Niche Market

Focus Group. Magnifying glass.Have you ever known someone that was good at a lot of things but a was a master at nothing? This is called being a “Jack of All Trades”. Sometimes this can be good, but in business, it may not be the best model to go by.

It’s an awesome thing to be able to do all types of work but if there is no competence with any of it, what good is it?

I have met some wonderful people who were good at a lot of things but because there was no dedication to any of the talents, most were broke, frustrated, and tired.

This brings up the point that it is wise to pick one talent and perfect it, thus having a narrow niche market.

Beauty Professionals often run into this issue. They are talented in various areas of the beauty industry and find it difficult to concentrate on 1-2 of those talents and perfect them.  For instance, there are hairstylists that do  hair, makeup, and nail design but are still struggling financially. Why? Because they do not have focus.

When sending out a marketing message that you do a bunch of services, most of the time will confuse a potential client. They aren’t clear on whether the stylist is an expert at hair styling or nail services. If there is too much confusion, statistics show that a confused mind will not buy.

It is important to figure out who your niche market is so that you can market to them specifically.  Below are three reasons why you should narrow down your niche in order to get clients ringing your phone.

  • Being too broad can actually cost you money. Again, if you are advertising several services that aren’t specifically related, there may be confusion within your marketing message. If there is confusion, most times potential customers feel that you aren’t speaking specifically to their problem or need. Instead of choosing you to service them they will continue searching for someone who is speaking a solution to their problem. I once knew someone who was talented in several areas, but they couldn’t concentrate on one thing long enough to build that area up until it became a mastery. They would move on to another grand and exciting idea and not make any significant money at anything. In the long run, it cost them money.
  • Focusing on a particular passion that you love, helps others to find you that need your services. If you are a barber, and you love to do haircuts with awesome design and artistry, begin to market your business in that specific area. Potential customers who want this service will be automatically attracted to your services because you are speaking their language. Not every barber is great at artistic designs, you could become the go-to barber because people will know that is your specialty.
  • A targeted niche makes it easier to provide value to a specific audience. What keeps a good client coming back is the value that you provide. When being specific with who your niche is, you can then begin to concentrate on their particular needs and concerns adding value to what you already do. For example, if you are a hairstylist that specializes in making custom wigs for women with hair loss issues, all of your promotions can be geared towards other services that are important with the hair loss problem. Such as, offering services that keep the scalp free from clogged follicles, although she is wearing a custom wig that you created. This service is valuable because it is preventive maintenance from further hair loss.

Begin thinking of how you can narrow your niche market in order to gain clients that really need a solution to a problem that you can solve.


Erica is a 20+ year veteran in the beauty industry serving as a licensed Stylist, Instructor, Certified Colorist EricaAkerBeautyMentorEducator and Trichologist. She is passionate about helping Beauty Professionals reach their highest potential in the Beauty Business by attracting awesome loyal clients, charging what you are worth, and finding balance between work and personal time for a happier and more fulfilling life. Erica loves reading, writing and is a bona-fide “forever student always learning”. She resides in a quiet suburb outside Metro Atlanta GA with her husband Fernando

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