Your niche is the specific area your content focuses on, while your target market is the group of people you want to attract and engage with.
Choosing a Niche To establish a strong niche, you need to remain consistent—your content should always align with it. If you constantly switch topics, your audience will become confused and disengaged.
Your niche defines the theme of your work. For example, if your niche is joinery, all your content should revolve around it—whether it’s teaching techniques, sharing project plans, showcasing completed work, or offering industry insights. Your business and marketing efforts should all stem from this central theme.
Defining Your Target Market
Your target market is the specific audience consuming your content. They could be:
Clients who need your services (e.g., homeowners looking for custom joinery)
DIY enthusiasts who want to learn (e.g., aspiring woodworkers)
To define your ideal customer, consider:
Psychographics – Their personality, interests, values, and lifestyle.
Demographics – Their location and other measurable factors.
If your content is educational, you may target a global audience. If you offer a local service, your focus should be on those who require your work in your area.
Solving a Specific Problem
A key question to ask yourself: What problem do you solve?Trying to do everything spreads you too thin. Instead, specialize—become the go-to expert in your field.
Think of it as being a big fish in a small pond vs. a small fish in a vast ocean.
When defining your offer:
Be clear on the end result your client will get.
Identify potential roadblocks that could prevent success.
Ensure your offer is attainable for your client—there’s no point marketing to those who can’t afford or aren’t ready for your service.
Ask yourself:
What specific problems must my clients have for them to need my services?
Is it realistic for my target market to achieve the desired result?
If yes, how long will it take them?
Creating a Client Avatar
Your client avatar is a detailed profile of your ideal customer. This includes:
Their name, age, and location
Their challenges, desires, and pain points
The solution they are looking for
Building an Engaged Audience
As you nurture your audience, they will:
Get to know, like, and trust you.
Recognize you as an expert in your field.
See you as the best choice for solving their problem.
While not every follower will match your ideal client exactly, having a well-defined target helps your message resonate with the right people.
There are always problems to solve, and sometimes, you’re already solving problems without even realizing it. If you’re unsure how to define your offer, start by identifying the common questions people ask you.
Think like a character designer—build your ideal customer on paper, then go out and find real people who match that description.
When marketing to your audience:
Be sharp, enthusiastic, and authoritative.
Speak directly to them through your messaging.
Provide valuable insights that help them solve their problems.
Position yourself as the expert—the person they turn to for answers.
And finally, remember this:If you wouldn’t grab a drink with them, don’t do business with them.
Your time and energy are valuable—use them wisely.
Done.
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