When it comes to professional speaking, you need to find the perfect niche that hits your sweet spot. Somewhere there is a group of people with a specialized problem, and they have a budget that they’re willing to spend to solve their particular problem. Can you offer them a solution?
Think of it like this. Maybe you have a speaking topic that’s really narrow or specialized. Let’s say, for example, that you teach archers how to choose the best color for their arrows, helping them see their shots better based on the individual number of rods and cones they have in their eyes. That’s pretty specialized! But you have to ask yourself, how many people love archery in the world? How many people have a problem seeing their arrows, so much so, that they would be willing to pay to solve this problem? Probably not many. And those who would pay to hear you speak may not have the budget to sustain you as a real career.
Conversely, let’s say you spoke to nuclear power plant owners on how to decrease their energy usage costs by 10%. Again, this is a super niche market with few clients. But the people who have this problem have access to a much larger budget along with a specific desire to solve this problem.
My point is that all niches are not created equal. You want to find the one that is right for you.
I know that it’s hard to put yourself in a niche at the beginning of your career. You may be afraid of cutting off opportunities by negatively pigeon holing yourself, especially when you may be at a point where you’d take any speaking opportunity just to live your passion. But if you try to speak on a subject that can reach “everyone,” what you are really saying to the world is that your message is for “no one” or at least no one in particular that you can market yourself to.
So, in the beginning, I do suggest saying yes to pretty much everything. You never know what you’ll be good at or what might be a surprise niche for you. But eventually you have to learn to say no to opportunities that are just not a good fit for you. If someone asked me to speak to child-care providers on how to adhere to new developments in child-care laws, I’m sure I could put something together. But the truth is, that’s outside of my wheelhouse. That’s not where I should be speaking or focusing my energy.
When you’re ready to identify your specific speaking niche, ask yourself what group you feel most at ease addressing. Some people LOVE college students but hate the idea of speaking to middle school students. Some people find it effortless to connect with teachers but find it hard to connect with engineers. Don’t force yourself to fit into a group that you don’t love. You are building your own business; you might as well work with groups of people you actually enjoy being around.
Next, ask yourself what kind of transformation you can provide for your audience. What aspect of life or work do you feel confident that you can improve by presenting to them? Think about your own life story. What have you gone through in your life? What experiences have shaped you? Whom do you admire? What information are you most attracted to in the bookstore? What topics do you find yourself learning about the most?
This information will help you unlock your personal message. When you align that message with a group that you enjoy speaking to—one that has the budget for speakers and the motivation to spend those dollars—then you will have found your best niche!
In the True Speaking Success System, we show you what niches are out there, who has budgets to spend, and how to best position yourself to get booked by these niche clients.
Wishing you True Speaking Success!
PS- When you are ready to take your business to the next level and go through our game changing online course, sign up for the True Speaking Success System