For those of you struggling with your niche, this one is for you. I believe you can position yourself for mega success with the right brand strategy. The trick is to really OWN who and what you are. This is a fun, true story just to serve as a reminder. Enjoy!
Recently I asked a friend – let’s call her Rita - if she was still thinking about becoming a yoga teacher. Her reply? ‘Oh, no, I’m not ‘fluffy’ enough to be a yoga teacher.’
Say what now?
Once I figured out what Rita meant by ‘fluffy’ - a hippie-dippy type obsessed with crystals, mala beads, and unicorns - I immediately realized what was going on here.
Rita held tightly to the limiting belief that she didn’t fit into the yoga world - without realizing she can create her own yoga world (no double rainbows required).
For Rita, Bikram yoga was simply her favourite way to workout, de-stress and get strong. It wasn’t so much about feeding her inner spirit or connecting with her chakras (although, chances are, by default some of that was happening). Not only is ok for Rita to take that approach to her yoga, but it is actually supremely awesome.
Because there are people out there looking for exactly that. There are downward dog-wannabes who need non-fluffy, down-to-earth yoga teachers who focus only on getting their sweat on. And Rita can be that person for that crowd. Chances are if you love some kind of specific service or experience, someone else does too. And they can be your clients.
If Rita were to follow her obvious passion for yoga, I know this badass fitness guru could build a solid roster of clients and students. Right off the bat I thought of my friend Victoria as someone who would love the kind of class Rita was into. Victoria is all business when it comes to working out. She prefers a no-nonsense, intense class and she has the sexy muscles to show for it. And I also know for a fact she doesn’t like it when her teachers talk and talk and talk throughout the workout. Interestingly, because Rita was a woman of few words and wasn’t interested in going on about those damn rainbows, she thought she would be a crappy instructor. What Rita saw as a weakness or obstacle, I saw as a strength and opportunity.
Rita just needs to market herself to others who want what she has to offer and forget about the rest. She can blaze her own trail by developing and marketing her own style of yoga practice.
To effectively build a business you must accept not everyone is your target audience. You must get clear on what you are best at, and who can benefit from your product or service. After that, with some focused creative strategy and some hustle, a successful business is yours for the taking.
So Rita, get out there, get that teacher certification, and build your sweat-pumping, non-fluffy yoga empire. Because you can, you want to, and there are clients waiting for you.