How to Thrive Where Others Already Shine (Some Niche Advice)

byLucLifecoach

1.4K followers

2 months ago

In the affiliate marketing world, we often hear the same advice: “Niche down. Go narrow. Avoid competition.” It’s well-intentioned. It’s meant to help beginners find traction. And yes, clarity matters. But I’d like to offer a gentle challenge to this idea.

Competition isn’t the enemy. It’s a signal of demand.

And in my experience as a coach, creative entrepreneur, and community builder, the real question isn’t how to avoid competition. It’s how to stand out within it.

The Logic Behind Niching Down

Let’s start with the basics. Why do people recommend narrowing your niche?

• Less competition supposedly means easier SEO and faster ranking.
• A clearer understanding of the audience makes content creation more focused.
• Micro-niches can feel more manageable, especially for beginners.

There’s truth in all of this. If you’re trying to sell “eco-friendly dog toys for small breeds,” you’ll likely face less competition than someone targeting “dog toys”. You might rank faster. You might get clicks sooner.

But here’s the catch: Less competition often means… less demand.

The Risk of Going Too Narrow

When you niche down too far, you risk building a site that’s:

• Hard to scale
• Difficult to monetize
• Lacking in search volume
• Too specific to attract consistent traffic

Imagine creating a site around “vegan protein bars for left-handed tennis players.” You might rank #1 for that phrase, but who’s searching for it?

Low competition doesn’t always mean opportunity. Sometimes, it just means obscurity.

Why Competition Can Be a Good Thing

Let’s flip the script. What if competition is actually a sign you’re in the right place?

• High competition = high demand. People are searching, buying, engaging.
• Established players = proven market. You’re not guessing; you’re entering a space that works.
• Crowded niches = creative challenge. You get to differentiate through voice, value, and resonance.

Think of it like opening a cafe. If you set up shop in a town with no other cafe's, you might be the only option, but maybe that’s because no one drinks coffee there. If you open in a city full of cafe's, you’ll need to stand out, but you’ll also have customers.

Standing Out in a Crowded Niche

So how do you differentiate in a competitive space? Here are a few soulful strategies:

1. Voice & Tone

Your writing style, your rhythm, your metaphors matter. People don’t just buy products. They buy presence.

Example: Instead of “best yoga mats,” try “yoga mats that feel like home for your morning ritual.”

2. Audience Layering

Don’t just target a niche — target a persona within the niche.

Example: Not “zero-waste earbuds,” but “zero waste earbuds for mindful creatives who travel light.”

3. Storytelling

Share your journey. Your why. Your quirks. In a sea of sameness, story is the lighthouse.

Example: “I started this blog after my dog chewed through five ‘eco-friendly’ toys that weren’t so friendly.”

Define Your Audience, But Let Your Content Reflect Them

Here’s a layer that’s often missed: defining your target audience is important. But it’s your content that must reflect them.

Not just speak about them, but speak as if you know them intimately.

That means:

• Using their language, rhythm, and metaphors
• Addressing their emotional landscape, not just their problems
• Offering stories, visuals, and tone that feel like home

Your content is the mirror. It shows your audience who they are, what they value, and what’s possible.

You don’t just write for your audience. You write as if you’ve walked beside them. Your content isn’t a pitch; it’s a mirror held with care.

SEO Isn’t Just About Keywords

Many niche-down advocates focus on keyword competition. But SEO is evolving. Google now rewards:

• Helpful content
• Unique perspectives
• User experience

And with the rise of AI-powered search ( like Google’s AI Overviews and generative answer engines) the game has changed. Users often get answers before they even click. Traditional blue links are now lower because of AI-powered search. Zero-click searches are rising.

So even in a crowded niche, you can rank if your content is genuinely useful, emotionally resonant, and easy for AI to understand.

That means:

• Logical structure and schema markup
• Fresh, updated content
• Actual answers to real questions
• A voice that feels human, not robotic

In short, AI SEO isn’t about tricking the algorithm. It’s about serving the reader and making it easy for AI to recognize your value.

The future of SEO belongs to those who write with clarity, care, and courage, not just keywords.

What I’ve Seen in Coaching & Community Building

In my work (building The Coach Valley) I’ve learned that resonance matters more than reach.

People don’t just want solutions. They want to feel seen. And that’s how you stand out.

Whether you’re selling affiliate products, coaching services, or digital guides, the same principle applies: don’t fear competition. Find your rhythm within it.