One, when you narrow your focus, you get even more clients, because your services will be a better match for your target audience. And when you specialize in a niche, your clients are often higher-paying. Just as heart surgeons (who solve a specific problem) earn more than general practice doctors.

Secondly, many of the people you feel you may be “turning away” are people you aren’t attracting now anyway because your message is too generic and vague.

Lastly, by having a specific focus to your business, you’ll attract quite a few good clients who aren’t directly in your target audience. For example, we have a colleague who does physical therapy for athletes, and she attracts many non-athlete patients because of the credibility she has in her niche.

Chances are, you already have a core skill set that people in your chosen niche will need. And when you focus on a niche, you can build your expertise and skills by learning even more about the specific needs and problems of your target audience.

Your niche will value you even more as your services become even more targeted to what your audience REALLY wants. And you have more of an opportunity to be seen as an expert and to generate long-term referrals.

Many business owners who are healers object to focusing on “problems”, because they want to focus on creating positive transformation. But here’s the big mistake that often happens in marketing – you offer what you think clients need, instead of what they actually want. For example, many health practitioners offer “vibrant, radiant health” (vague benefit), when clients may want to lose 10 pounds and look better in their clothes (specific problem).

Here’s the thing: often times, clients are motivated to take action because they have a perceived problem or pain they want to get rid of. And once you start working with them to reduce the problem, then you have the opening to offer them your system for achieving greater possibilities and transformation in their lives.