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By Lee Constantine, Head of Growth

 

niche (niCH,nēSH/)

  • (n.) a comfortable or suitable position in life.
  • (adj.) interests that appeal to a small, specialized section of the population.

 

Two ways to find your niche:

 

1. Audience.

You could have a broad idea for a book. Something like How to find love. That’s something a lot of people would like to know and read about, but the market size is too large and diverse to write a niche and relevant topic on. So you narrow down the audience.

You find your niche via audience by going very deep on who would read this book. Think small and specialized.

Instead of using demographics like “between the ages of 16 and 45, single, recently divorced and anyone with a broken heart,” which describes hundreds of millions of people, you would use something much more specific to corner the market on a certain type of reader.

Something like, “women between the ages of 24 and 35, educated, working professionals, living in the US or Australia, who have not found the right guy yet.”

That’s specific and cuts your audience way down. This is good. Now you know exactly who you are speaking t0, both when writing the book and talking about it.

Having a market of a hundred thousand people is better than a market size of ten million. Most people don’t go deep enough on their audience before writing and selling their book idea.

 

2. Uniqueness of topic.

That broad book idea you have, on How to find love. That’s likely not to spark much interest given the thousands of 0ther books out there on the same idea. This time, you need to narrow down the topic so more people will find relevance.

The book needs to have a unique twist on a common topic. Or it will go unnoticed. So with our previous niche audience, let’s create a unique topic specifically for them.

We are not looking for the entire world of adults without love. Most topics couldn’t speak to that many people. Still thinking small and specialized.

Something like, “ How to get the guy.”

That speaks directly to that niche audience of women and is unique to the other books out there on love. It’s not about relationship coaching or how to improve your love life. It’s a practical guide on how women of a certain age can get the guy of their dreams.

That book would sell like crazy.

And it did. Matthew Hussey wrote Get the Guy: Learn Secrets of the Male Mind to Find the Man You Want and the Love You Deserve. And it became a NYT bestseller.

Matthew found his niche.

 

Cheers,

PS This is not a plug for Hussey’s book, just a good example of a unique topic that found traction in a crowded market.

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