I will be the first to confess, I am guilty of resisting a niche! When I started out, I had that same exact concern I hear from my clients. “But what if someone who isn’t a Chef or Event Professional or [insert your niche] is interested in my services? Won’t they be turned off?” I was great at answering that question for others, but when it came to myself it was hard to take that leap. The reason why event professionals niche down is actually to gain more clients–the right clients!
If you are going to move from business owner to CEO and efficiently run your business, you need to understand your audience so you can speak to them directly. It is equally important to understand why you want to define yourself within this niche of the industry. If you know my story, you know I have owned both a successful Personal Chef business as well as an Event Planning business before I decided to take the leap and fulfill my dream of becoming a photographer.
It was easy for me to initially chose my niche because I was a chef. From my experience, I knew their pain points and struggles. I knew their goals and aspirations, and could help them in a way other photographers couldn’t. I am intimately acquainted with getting up a 4 a.m. to start bread and roll out ravioli dough. I personally dealt with brides who want “day-of” services (which we all know doesn’t exist) and then expect you to act as their full-service planner.
Even though it was easy for me to chose that path, it doesn’t mean I wasn’t distracted by shiny objects along the way. Feeling like I was missing out on other types of clients led me to almost diluting my message and brand. Generic marketing, while attempting to attract everyone, actually attracts no one! It doesn’t connect with people because it’s too surface-level. When I began to stray away from niching down, I kept these four key reasons why event professionals niche down in mind.
You want and need to build trust with your potential clients. You niche down by showing up consistently and explaining why you took this specific path. It allows your audience to connect with you and your passion for working with them. Getting really granular and digging deep into one specific area of your industry will establish you as the expert which in turn builds on that trust factor.
We all dread content creation. But establishing a niche as an Event Professional makes that content flow more naturally. This is because you know exactly who you are talking to and what they want to hear about.
Have I caught your attention? This point stumps people. How is this possible?! (If you are a Chef, also read How & Why To Niche Down Your Culinary Brand)
Think about it like this: You are at Wedding MBA surrounded by 100 Event Planners. Out of that 100 we ask that all the Planners specializing in elopements raise their hands. Twenty-five people put their hands up. Now, out of those 25 people keep your hand up if you also only specialize in adventure elopements. Seven hands are raised. Out of that 7 who is located in the mid-west? You are the only one left and you are now going to get a referral for that client.
According to a recent article by the National Parks Conservation Association: Nick Edmundson, who runs Wandering Weddings, a site for couples seeking elopement vendors, said interest in adventure elopements had grown steadily in recent years and then exploded following the outbreak of the COVID-19 pandemic. “A year ago, the site would get 30 to 40 organic clicks a day. Now we’re seeing 800 to 1,000 clicks and 1,400 to 1,500 users on our site each day,” he said.
This is just one example of defining your niche to reach those dream clients. But the more specific you get about what you do, the more memorable make yourself and the more often people are going to refer you to the clients you really want to work with.
Take that Event Planner who specializes in mid-west adventure elopements. She is going to connect with everyone who is works in the locations her clients want to explore. Next, she will build on those connections and know all the ins and outs of the area. As an expert now in planning an elopement there, she can anticipate her couples’ needs. She will also have a way of solving problems for them faster because of those connections. Soon those vendor relationships are her main source of referrals because she has established herself as the go-to planner who makes life easier for them and the couples.
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