The size of your Pilates Niche (or Fitness, Yoga, Travel...) is less important than how you serve them.
I woke up this morning to a timely e-mail from one of my marketing gurus, Seth Godin. Today's post is titled, "Is Your Niche Too Small?"
There's no such thing as a niche that's too small if the people care enough.
If you think you need a bigger market, you're actually saying that the market you already have doesn't need you/depend on you/talk about you enough.
You might not need a bigger niche. You might only need to produce more value for those you already serve.
How does this apply to your business?
Well, I will use myself as an example. My niche is people aged 35-65 who are affluent, lead stressful lives, and experience pain and/or dysfunction. I work with hedge fund managers with back pain and bad posture, women with diastasis after having children, and high powered attorneys with scoliosis who need to be as functional as possible.
Because I charge a lot, my clientele is limited to those who can afford me. And since that means they can afford just about anyone, what kind of value do I offer to my niche that keeps them doing Pilates with me?
- I am consistently on time and ready to work with my client.
- I maintain focus on my client during the entire session, starting with, "How is your body today? How can I help you today?" and ending with, "Happy to help."
- I watch my clients move all hour, checking and correcting position so that he or she gets the most benefit from the exercises.
- I answer questions and explain why I am doing things a certain way, or in a certain order.
- I am more than happy to discuss what I am doing with medical professionals, so everyone can be comfortable and on the same page.
- I offer consistent and verifiable results! Less pain, better posture, smaller diastasis and hernia.
- Simply put, my clients FEEL BETTER and do better in life.
And really, if you can afford to, who wouldn't pay for that?
Do you serve your Pilates niche this way?