F*ck it, I’m going niche!

Rachael Cumberland-Dodd
5 min readMay 20, 2022
Get the niche, then buy the t-shirt

I am a bit obsessed with this t-shirt, the lady who created it, and the whole darn subject of niching!

This is my love letter to the art of niching. Why I love it, why we need it, and how the heck you can find yours.

Now before you peace out on me cos the word niche brings you out in hives, let me give you a wee tip. If you’re niche-averse, swap out the nasty n-word for:

‘that thing I do the best’, OR ‘the people I love working with the most,’ OR ‘my belief about the thing I do’

(Cos folks, this is my definition of a niche: what I do, who I do it for, and how I do it)

Ready to get nichy with it? Then read on.

I freakin love talking about going niche.

And not because it makes me laugh when you Yanks pronounce it wrong (it’s pronounced neesh btw — ask the french!) But because it’s bloody crucial in turning spammy, shouty marketing into useful, helpful, human exchanges that make good folks feel less alone and the world a little better.

So I’m totally obsessed with niching, are you?
Perhaps not, but I reckon you’re obsessed (aka familiar) with how it feels to be niche-less:

⭐Bummed out by poor engagement on social posts
⭐Stuck trying to create original or new content
⭐Flummoxed by what to say when asked what you do
⭐Cheesed off with sluggish sales or lack of clients
⭐Saying yes to everyone (even those who screw you on price)

Y’see, getting clarity on your niche is fundamental to keeping you happy in your business, joyful in your marketing, plus rewarded with the riches and meaning you desire.

Look, I’m not here to get preachy.

All the time we hear business and marketing coaches shouting PICK A DAMN NICHE.

And here’s the thing, you don’t have to…yet.

If you’re new to biz then don’t get your knickers in a knot about niching.

Just reflect on the things you’ve overcome or achieved in your life and start there. Maybe you’re a whizz at SEO, if so find people who want to learn it. (raises hand) Praps you’ve built a profitable crochet business on Etsy? Cool, then coach other makers on how to max their income. You don’t have to be a freakin expert, just a few steps ahead of the people who want your help.

Just pick one topic, talk about it, teach it for a min. of 3 months and if it feels good (and people wanna pay you) — double down on it.

But what about those business owners who have been around for a while and are struggling to make sales?

Well, then you need to pause, reflect and take a sip from the courage cup. Because friend, you already know your niche; it’s that thing that lights you up, it’s that person with that problem that you love solving, it’s the way you move your clients from poo to yahoo!

Try these wee exercises to get some clarity;

  • Think about your fave clients — what situation were they in when they came to you?
  • What are the top three specific things you’re most excited to help clients with?
  • What would you like to be interviewed for? (AKA what question would you happily answer all the time?)
  • If you could start your business over, and just work with one person, who would that be and what would you do?
  • Ask a business chum or a beloved client — where do they see you shine?

Put all of these thoughts together, and see what threads emerge.

You’ve reached the honey hole when you can easily answer, What you do, (aka the problem you solve) Who you do it for (person) and, How you do it (perspective)

(If you just land on the person and problem, you are doing well, m’friend)

Next, go deep on it. Talk, write, and immerse yourself in your specialism. Pitch yourself to podcasts or guest blog on the subject, find partners aligned with what you do, create trainings around it. Heck if you fancy, build a landing page or repackage your offers. Just commit to one. One person, one problem or one perspective.

Remember, people are already coming to you for this support. You’re just climbing out of the closet and naming yourself as the expert your fave clients already know you are.

Going niche is not an easy thing to do, it can feel darn uncomfortable and scary — but niching doesn’t mean saying no. It just means getting clear on the work you love and how you present yourself.

Instead of bemoaning what you may lose (Newsflash: knackering clients and scattergun marketing), focus on the gain:

  • Better-fit clients
  • Knowing where to spend your marketing time
  • Confidence in your expert status
  • No more imposter syndrome
  • A boost in referrals
  • And woo hoo — increased earnings.

Niching is not a forever thing — it’s not a 25-year mortgage or a deal with the devil. Think of it more like a new hairdo.

Pick your thing, go all in, re-package your business, and re-present yourself. If after 12 months it’s not feeling or going right, pivot.

Now you could figure this niche lark out on your own.
There are plenty of resources online to help you — I’m a big fan of Tad Hargrave’s Niching Spiral site — packed with how-to’s, examples and free guides.

But it’s way more fun (and faster) to do this work with someone else. Find a business buddy or book in with an expert.

If you fancy you can even try me, read more about my Uncover Your Niche offer here

Whatever you do, just give it a go. You really have nothing to lose.

If you like my words you’ll dig my Tuesletter — it’s full of marketing smarts, stuff to make you smile and soulful growth strategies — for you and your biz! You can sign up here x



Rachael Cumberland-Dodd

Marketing is Medicine folks. Brand-builder & messaging guide, plus evolving human being. feedmarketing.gg