The temptation to be a jill-of-all-trades is real - I get it. After all, more offerings mean more clients, right? Wrong. While versatility might seem like the golden egg to success, spreading yourself too thin often results in burnout, half-assed delivery, and, ironically, fewer clients. The secret to building a thriving career as creator or industry influencer in this industry lies in niching - narrowing your focus and becoming the subject matter expert in your area.
When you try to be everything to everyone, your expertise becomes diluted. People of the hair and beauty industry seek out specialists who can provide depth, not breadth. If you’re dabbling in too many areas, it’s difficult to deliver the nuanced insights that set true experts apart.
Your audience wants to know exactly how you can help them. If your message is muddled with offerings that span vastly different areas (say social media and skin needling at the one time), your potential audience won’t see the clear value in your services. Confusion doesn’t sell - it alienates.
Attempting to master multiple disciplines at once requires time, effort, and resources. This inevitably leads to burnout, especially in an industry that demands continuous learning and adaptation. By niching down, you can focus your energy on mastering one area, allowing you to provide unparalleled value.
The Quick Win Myth: Why Experience Isn’t Enough
Our industry is filled with talented individuals with years of experience behind the chair, in clinics, or working in management. While experience in a salon is invaluable, it doesn’t automatically translate into a successful coaching, podcast or education business.
1. Teaching/Leading Requires a Different Skill Set
Just because you’re skilled at your craft doesn’t mean you’re equipped to teach it. Educating others requires a unique blend of communication, patience, and the ability to break down complex ideas into digestible concepts. Learnt and taught are two different things, and regurgitating information you've learnt along your career rather than actually teaching doesn't always land.
2. Experience Isn’t a USP
Having experience is great, but it’s not unique. Thousands of professionals in the industry have a similar resume. Therapist, Manager, BDM, Educator - now you want to make an impact. We've seen it before. Ask yourself; what actually makes you different? What can you tangibly offer? A clearly defined niche is what sets you apart and makes your offering irreplaceable.
3. Cash-Driven Careers Rarely Last
The allure of creating a quick cash from podcasting, having an online course, coaching or education often leads to rushed programmes and disjointed offerings. They come out the gate fast, and fail even faster. Building a sustainable, reputation-driven career takes time, focus, and genuine passion for serving your niche audience - not just chasing the dollars.
Do The Job Before You Ask For The Job
When you specialise, you can dive deeper into your area of expertise, positioning yourself as the go-to authority. Your audience are more likely to trust and invest in someone who has an undeniable understanding of their niche.
This niche by the way, attracts a specific audience that resonates with your message and values. This leads to a loyal following that not only buys from you but becomes your biggest advocate. If it's brand alignment you're after - brands want to work with people who their stockists advocate for, which will only come from being the expert in your space.
By focusing on a single area of expertise, you can streamline your efforts, refine your offerings, and create a consistent, scalable business model. Instead of juggling multiple hats, you can perfect one and do it exceptionally well. (for example, go all in on laser devices)
Unsure what your niche is?
Reflect on Your Strengths and Passions Consider where your true expertise lies and what you enjoy teaching or coaching. Your niche should align with your skills and passion - not something you've picked up from someone else, or have seen trending.
Identify Industry Demand Research the hair and beauty industry to uncover underserved areas that people are demanding. Filling a gap ensures that you and your services are in demand - but don't just do it for the sake of!
Know Your Ideal Client Define the type of audience you want to attract. What are their pain points, and how can you uniquely solve them?
Craft a Clear Message Develop a brand message that communicates your area and its value. Clarity is key to building trust and attracting your audience.
The professional hair and beauty industry is rich with opportunities for creators, but success requires more than just experience. It demands focus, strategy, and a willingness to narrow your vision. Remember, everyone wants to get rich quick and be famous these days. By embracing the power of a niche, you’ll not only stand out in a crowded market but also create a business that’s impactful, sustainable, and truly fulfilling.
Remember: You can’t be everything to everyone—but you can be everything to someone. Choose your someone wisely.
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