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4 Benefits of Finding Your Niche

It didn’t matter how often I was told that I should niche down; I never bothered to listen.  I didn’t think about it because it did not make sense. I saw it as eliminating people that I may need. Who knew if that could be a potential client? I wasted a lot of time with this mindset because I did not know who my target audience was. 


It wasn’t until one of my mentors gave an example of what niching down could offer that I finally grasped what so many others had been saying. In the example, she said if we niche down as publicists, we can better build our contact lists of journalists. Suddenly, a light bulb went off in my head.


I realized that while I know many people, not all of them serve a purpose in my life. They neither contribute to nor deduct from me. They are just there. 


That’s the way I began to consider our target audience. While I was technically eliminating people, these people were never going to purchase from me anyway, yet I was wasting time and energy trying to market to them.


It was an eye-opening experience. I now know my target audience is Black women-led businesses, coaches, authors, and girl bosses.


There are several benefits of niching down. 


  1. Hones in on target audience- Finding our niche clearly defines who our product or service is for and better targets them.
  2. Sets us apart from others in our industry -Niching down distinguishes our business from other businesses that may look the same as ours.
  3. Allows more focus- With more focus, we can better concentrate on providing solutions, enhance our skillset, and possibly be more innovative.
  4. Increases visibility- The time and resources saved in the other areas can be utilized to strategically upgrade your marketing and grow your brand awareness.


Niching down allows us to determine and evaluate our strengths and weaknesses while focusing on opportunities to grow our businesses. It helps us better allocate our time and resources. 

Francheska Felder
Francheska Felder
Francheska “Fancy” Felder is an award-winning editor, publisher, publicist, and quiet Southern media mogul. In 2010, she launched SwagHer Magazine, an empowerment and lifestyle publication for the Black woman who likes to keep it real, which also doubles as a PR boutique. SwagHer Magazine uses positive media and storytelling to create new narratives and mindsets around Black women, their communities, and the businesses and organizations they lead, while the boutique strategically executes press and brand campaigns. The proud SU alum is also the publicist for Power Influence Radio and hostess of the CEO Chatter LIVE Podcast. Because she battles with bipolar disorder, Fancy is a proud mental health advocate.

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