How To Become The King or Queen of Your Very Own Superniche

Written by: John Williams • May 31, 2023

Image Source: https://unsplash.com/@corinnekutz

Your industry is crowded! It doesn’t matter which one you’re in, it’s safe to assume that it is crowded and will only become more so in the future.

Why? Because that’s the state of today’s world (especially online).

It’s great and brings many benefits, and chances are you wouldn’t be able to do what you do—at least not in the same way—if you were born at another point in time.

Yet it’s important to look beyond these benefits and root yourself in reality.

And that reality paints a clear picture: you’re just one in an industry of many!

More than this, there’s a good chance you’re making the problem worse. At a time when you need to stand out and separate yourself from the masses, you’re doing the opposite.

And that reason is interesting, as I explore further in my interview for the OBO Podcast…

I had a great conversation with OBO’s host, Vernon, covering a number of topics. If you’re currently looking to expand your brand and stand out from the crowd, you’ll want to listen →

In this article, I want to focus on one of the biggest takeaways from that conversation … the reason why so many entrepreneurs and business owners are failing to stand out in their industry—even though they *know* it’s more important than ever to do so!

Why Most Entrepreneurs Fail To Stand Out (for the right reasons)

If you don’t know me, I’m John Williams: a 3x bestselling author and founder of The Ideas Lab.

At least, this is what I do today.

Although it hasn’t always been the case…

Like many business owners, I once found myself in the corporate world.

I made good money. I climbed the ladder. But then I realized I wasn’t happy. So I quit and declared “I never want another job for the rest of my life”. And I started my own business.

It’s this exact journey WHY most business owners struggle to Stand Out in their industry—although it actually goes deeper than that, but we’re getting ahead of ourselves…

Because to stand out (for the right reasons), you have to embrace what makes you and your business unique and make a conscious decision to do it differently than everyone else.

Yet this is the exact opposite of what you’re taught in the corporate world.

There, you are told to fit in… don’t make a fuss…

In short, to NOT stand out!

That’s how you climb the ladder; this is how you build success in that world.

It’s not just the corporate world, either… just think about what life is like in school. You’re not encouraged to stand out and be your unique self. Instead, you’re told to work hard, study harder, and follow the rules. If you do, you will become a success later in life.

If not, you will fail!

But you and I know how this isn’t the case in the business world—especially online!

In business, you need to be unique and embrace your UVP (Unique Value Proposition). You need to stand out and differentiate yourself from everyone else in your niche. In fact, no… a niche is no longer enough, not in today’s hyper-competitive online world with low standards and even lower barriers.

You need a superniche. That’s a niche within a niche.

How To Find Your Superniche

I sense this will sound familiar. You have been told many times before to niche down.

But the chances are you have resistance to doing it.

What if you choose the wrong niche? What if there isn’t enough money in it? What if those inside the niche won’t sustain your business?

All valid, and sure… you need to do your due diligence.

Yet the real issue here is that to commit to a niche requires you to commit to being clear about what you stand for rather than trying to hedge your bets and please everyone.

You cannot be generic in a niche. You cannot try to please everyone. You can’t share broad, generic content aimed at no one in particular.

To succeed in a niche, you have to be somewhat polarizing because this is the only way to attract a specific someone.

In my experience, this is why most people struggle to niche down.

Because all their life, they were told to stand in line and conform. And to take whatever you can get.

Well, here’s your permission to break free and be yourself. Doing so not only lets you be you… it gives you and your business a fighting chance in this super competitive and crowded world.

Because there are people out there that need you and what you bring to the table.

They thirst for you to be different and to be who you really are; they want to hear what you have to say, not what you feel like you should…

This is partly about being more of yourself and daring to show your personality. And it’s partly about getting specific about who you really want to help.

So if you’re ready to niche, or even superniche, you have two options:

1. Be Specific on WHO You Help

2. Be Specific about WHAT You Do

1: Be Specific on WHO You Help

The first approach to superniching is to focus very specifically on WHO you serve.

If, for example, your genius is to create Funnels … you may Super-Niche down and say:

I build funnels for Personal Trainers looking to scale from five to six figures

Your focus here is on the person you help (ie: personal trainers), yet it’s important you go as deep as possible because a niche is not enough (ie: personal trainers currently at five figures but desire to reach six figures).

There’s often scope to go deeper…

For example, you could go further with the example above:

I build funnels for female Personal Trainers looking to scale from five to six figures with their first online group program

The more specific you are on WHO you help, the easier it is to Stand Out in your superniche because 1) there’s less competition, and 2) you know exactly who to speak to (and you can create content that connects directly with them).

2: Be Specific about WHAT You Do

The other approach to take is to focus on WHAT you do to help those in your superniche.

An example of a funnel builder may look something like…

I build 30-day small ticket sales funnels

Your focus here is on you and your specific skill set; you dive deep into how exactly you help those you serve, rather than placing too much focus on who they are.

Again, you can go deeper here…

I build 30-day small ticket sales funnels that turn cold leads into new customers

Once more, specificity is key. The clearer you are on what you do, the easier it is to both find your superniche and then stand out in it.

Remember that a superniche doesn’t have to be forever. It can be a great way to get traction quickly early on. You can always broaden your focus later when everything is going well if you really want to.

The Next Step You *Need* To Take …

The longer you are broad and vague about who you help, the harder you’ll find it to both build and maintain momentum in your business. There’s just too much competition these days, and it’s only going to increase in the coming years.

The good news is, your superniche is out there.

In fact, you may already have one foot inside it.

If you’re nervous about committing everything to this niche, run a test first. Put out social media content for this niche and see how well it performs. Create a low ticket offer such as a challenge or workshop and see how easily it sells.

If you feel like you’re suddenly getting a much stronger response to your messaging and offers, like you’re pushing on an open door, it’s time to go all in.

I go deeper into this in the conversation I had on the OBO Podcast—it’s worth a listen, especially if you’re looking to finally ensure your brand stands out for the right reasons. I also talk about a great example of superniching from a client who created the world’s first dating profile photography business and watched it explode in popularity!

You may also get value from my Free 5-Day Stand-Out Challenge, designed to give you specific and actionable steps to implement what you’ve learned here…

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