Forget "niche". Think "Audience"

Last Update: May 10, 2015

"Niche", as a word, gives people a headache. Like so many computer and internet terms it's arcane and obtuse.

Yes, I know it's not "computer and internet terminology", it comes from good old fashioned marketing speak. Marketers talk about "market segment" and "market niche" etc. But every industry has its own "in" phrases. A kind of "shorthand". It serves two purposes. Makes "in house chat" rapid and concise. Makes outsiders look stupid.

Personally I prefer the term "audience". Everyone understands that a Black Sabbath audience won't respond to a Mozart pianist, and a Taylor Swift audience won't respond to Kiri Te Kanawa. Call them "niches" if you want because that's what they are. But it's not very helpful.

An audience is a group of people who want something, eg

  • a regular bus service to their isolated village
  • a nearby golf course
  • a fluoride toothpaste

I would start out by thinking about an audience in these terms. Mentally get them into the local church hall and let them tell you what they want and why they want it. Write a journal of what they say. That's "keyword research".

Stick a title on the journal, and "boom" you have a "niche". And you have a book full of "keywords" that you can go do further research on.

Once you have answers from your audience, then you can stick on the "niche" and "keyword" and "keyword research" labels.

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JY2018 Premium
It looks like it all coming to make sense. Thank you Chris.
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Hege Premium
Thank you for this blog. This is very useful for me :)
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ChrisGooden Premium
I'm glad it was of value.

In this industry, like any other, there are large lumps of jargon. Once you get past them, everything falls into place.
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VideoPayday Premium
Well done, ChrisGooden! Of course, niches don't pay the bills... people/customers do. Thinking about the end user is always the best practice. And if your #1 priority is meeting the customer's needs or solving his/her problems, then a lot of the other stuff kinda falls into place on its own.
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ChrisGooden Premium
I couldn't have put it better myself. A perfect summation.
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ONellore Premium
Very well put.
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ChrisGooden Premium
Thank you.
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hostelgirl Premium
Another great insight. You frame it well Chris. I like it. Imagining my church hall!
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ChrisGooden Premium
Thanks for the vote of confidence. You'll have to explain the "church" reference, though. It confuses me.

Ah! I've just read my own blog and seen my own "church" comment. Oh my! Must be old age coming on.
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hostelgirl Premium
Funny. Go rest now ;)
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ChrisGooden Premium
Yeah, I need to rest.
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stockturner Premium
I like this perspective. It makes business sense to me.
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ChrisGooden Premium
Aaah! Business. That's what it's all about.
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danbarth87 Premium
very helpful to look at it that way!
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ChrisGooden Premium
Good to know that it helps.
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Christabelle Premium
Great post! That is my preferred term as well! :)
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ChrisGooden Premium
Glad you liked it .
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siamjerry Premium
Thanks for sharing. I think you mean to tell that an audience is more personal. Why don't you change the somewhat loaded title to Niche vs Audience?
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ChrisGooden Premium
Smart tip. Done.
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