What advice can you offer that they won’t find anywhere else? That’s the question we tossed around earlier this week. Michael Kitces, known for giving advice to financial advisors, thinks it’s about “naming your niche.”
More than ever, niches and mini-specializations are effective differentiation tools, Kitces claims. The two are not the same.
1. A specialization is about some kind of subject matter expertise.
2. A niche is about serving a particular group of clients with a particular need and applying a service or solution to that need.
As specialists, blog content writers want to address a critical need and be perceived as subject matter experts or SMEs. A SME has valuable, usable – and specialized – information and insights to share. At the same time, the SME adds value by going beyond the conventional wisdom and identifying new opinions – and new approaches – to the subject.
As niche servers, blog content writers define a narrow target audience made up of people who are already looking for products, information, and services relating to a particular need they have. Rather than presenting yourself and your business or practice as knowing a little about a lot of things, be uniquely informed – and passionate – about just one or two.
In the Complete Idiot’s Guide to Success as a Professional Speaker, Dr. Thomas Lisk
uses four questions to help speakers define their niche market:
- Can you list all markets or industry types that could purchase your kinds of expertise?
- Which of those markets needs your expertise most?
- Which markets are most likely to purchase your services?
- Which organizations in these markets have enough funding to afford your ongoing
Even if someone hears about your specialization and is duly impressed, they are not going to hand over their life savings to you, Kitces cautions new advisors. They’re going to check you out. And in that critical moment, he says “Your website has to be ready for them.”
In Say It For You corporate blogging training sessions, I stress, the first step is to define your business niche and then focus blog content writing on the needs of that niche target market.