| A niche market is a group of people with | | | | select a niche or maybe a few niches and get |
| common characteristics, issues and concerns. | | | | to know them well. You will research their |
| | | | felt needs and urgent concerns. You will |
| For example, attorneys, couples dealing with | | | | shape your services to meet these needs and |
| infertility, parents of children with ADHD, | | | | develop effective ways of communicating to |
| children whose parents divorced and career | | | | your niche. |
| women over 40 are all potential niches. | | | | |
| | | | Do some market research. What are the felt |
| Defining your services and target groups are | | | | needs and issues that appear to be of urgent |
| an important step in effective marketing. It | | | | concern to people in the target group you |
| is not enough to say you are a therapist. | | | | plan to serve? Talk to and interview a number |
| "Therapy" is too broad and non-specific. | | | | of people in your target market to find out. |
| | | | Read the newsletters they read. Attend |
| Marketing is simply getting the word out | | | | meetings they attend. |
| about what you do. | | | | |
| | | | Make a list of the kinds of services you have |
| Not choosing a target market or markets is | | | | interest in providing and what interests and |
| like trying to get your voice heard over the | | | | energizes you. |
| din of your whole community. | | | | |
| | | | Examples: |
| You aren't going to be heard. | | | | |
| | | | - Helping ADHD executives increase |
| If you want to effectively communicate and | | | | productivity |
| get the word out, you need to know to whom | | | | |
| you want to communicate. | | | | - Assisting struggling college students to |
| | | | achieve better grades |
| That's the idea behind the exercise of | | | | |
| choosing a niche market. No one can | | | | - Helping singles to have greater success in |
| effectively market to everyone. | | | | dating relationships. |
| | | | |
| Great marketing goes in depth with a specific | | | | The basic idea is to match the felt needs of |
| target group. Surface attempts to get the | | | | your market with solutions that you can |
| attention of the masses does not work. | | | | offer, based on what services command your |
| | | | interest and is within your capability. You |
| Sometimes a niche can be a clinical | | | | may need to receive some training if a |
| specialty. Specialties attract clients more | | | | service is not within your current skill set. |
| than a general practice. It will also attract | | | | |
| your ideal client - the type of client and | | | | By zeroing in on a specific niche and line of |
| services you most enjoy in your work. | | | | services, you will develop a competitive |
| Sophisticated consumers today are more likely | | | | advantage over other providers in your area, |
| to seek out a specialist if they can find | | | | due to your specialization. You will |
| one. | | | | eventually develop a reputation for the |
| | | | service that will attract referrals to you. |
| It may take some time and reflection to | | | | |
| identify ideal niches for your practice. It | | | | Speaking of competition, there are advantages |
| may evolve over time. Or maybe one day, your | | | | to having services in our line that are not |
| niche will jump out at you. | | | | covered by managed care. Although many people |
| | | | will opt to pay out of pocket for customized, |
| Richard Bolles said, "Your mission is where | | | | quality services, others may not. Examples of |
| the world's deepest hunger and your heart's | | | | services that are not covered by managed care |
| greatest gladness intersect." The same can be | | | | include child-custody evaluations and other |
| said for identifying your niche. | | | | court-related services, psycho-educational |
| | | | evaluations, business consulting and coaching |
| Some questions to stimulate your thinking: | | | | business owners or executives. |
| | | | |
| - Think about your previous clients. What | | | | Other examples of specific services include |
| profession was your most enjoyable client? | | | | resiliency training, co-parenting counseling |
| | | | for divorcing parents, divorce recovery |
| - What characteristic of clients do you tend | | | | groups, marriage enrichment retreats, career |
| to attract? | | | | counseling for professionals in transition, |
| | | | court-ordered psychological evaluations, |
| - What similar problems do your clients seem | | | | forensic consulting in personal injury cases, |
| to have? | | | | or a 10-week group for business professionals |
| | | | with ADHD. |
| - What type of situation have you been most | | | | |
| effective in? | | | | Again, more traditional services, such as |
| | | | psychotherapy for anxiety or depression, are |
| - What knowledge and skills have your | | | | fine as well. There are effective ways to |
| accumulated? How have you utilized (or | | | | market these services and gather private-pay |
| underutilized) them in your work to date? | | | | referrals. I have a steady stream of |
| | | | referrals based on my reputation for |
| Developing a Service Line | | | | cognitive therapy of anxiety and depression. |
| | | | If this applies to you, keep it as a part of |
| As you define your practice, you will want to | | | | the mix. |