How To Pick a Niche For Your Creator Business

Picking a niche is hard.

I’ve had many sleepless nights because of it.

All the contradicting advice only made it worse.

“Niche down!”

“Talk about whatever you want!”

Extremely confusing.

So I'll tell you why they’re both right … and wrong.

The Problems With Both Approaches

I’ve been creating content for 3+ years.

Mainly on YouTube.

I’ve tried both the methods above.

And I realized something important.

Talking about whatever I wanted didn’t get me results.

And niching down to one specific topic made me hate the process.

So they’re both not ideal.

At least not for me.

‍But after years of struggling, I finally came up with a solution to my niche problem.

I don’t have any doubts about my niche anymore.

So let’s talk about what I realized so you can also gain clarity on your niche.

The Most Important Factor For Niche Picking

There’s one thing you need to understand.

Picking a niche is a personal choice.

It all depends on your goals.

If you see your brand as a money-making tool, then niching down is a great option.

You have a clear value proposition that helps attract clients (even as a beginner).

But I see my brand as a money-making and self-improvement tool.

So I don’t want to talk about just one topic.

I want the freedom to explore my curiosity.

But I also know that randomly talking about whatever I want doesn’t work.

You don’t want to become a starving artist.

So how do you solve this problem?

By niching down your transformation without niching down your brand.

How?

Persuasive writing and brand position.

There’s a lot to this but I’ll break it down to the most important parts for you.

Why People Follow and Buy From You

You need to understand why people follow you.

People follow you because you have something they want.

Examples:

• You have a fit body
• You know how to get girls
• You have a successful creator business

In other words, you’ve made a transformation they want to make.

So understand this above all else:

Your niche is a transformation, not a topic.

You help a specific person achieve a specific transformation.

This is niched down.

But you can determine for yourself how you help this person achieve this.

This isn’t niched down.

You can talk about whatever you want as long as you make it interesting and relevant for the one specific person you’re writing to.

‍They want the same transformation as you.

So they’re happy to listen if you tell them why a topic is relevant for the transformation.

If you hire a mentor, you don’t care about the topics he talks about as long as they help you to achieve the transformation you hired him for.

This is how you need to think about your ‘niche’ as well.

You help a specific person get a specific transformation.

You can write about any topic if you make it relevant for your ideal reader.

You create content for one specific person, not about one specific topic.

In short: your current niche is a transformation for one specific person.

Focus on making your content relevant for this one person.

This is how you sell while talking about what you want.

But you still have to find a way to stand out.

Because many people will offer the same transformation as you.

So let’s talk about how you can position your brand so it stands out from your competition.

How To Create a Unique Brand

I’ve created the term Brand Ikigai for this.

It’s based on the Japanese concept of Ikigai.

‍Your Ikigai is your ‘reason for being.’

It’s what brings you joy and inspires you to get out of bed every day.

Your Brand Ikigai is your ‘reason for brand.’

‍It’s your brand's purpose that excites you and helps and inspires your audience.

For some people this is niching down and making a lot of money.

This is a perfectly fine and respectable choice.

I want to make a lot of money too.

But I also want to explore my curiosity while I’m doing it.

This is what gives me a sense of meaning.

It’s what excites me when I think of building my brand.

‍You have to determine for yourself what you want your brand to be.

Think about:

• Topics: These are your interests and passions.
• Skills: These are the valuable skills you’ve learned.
• Purpose: This is the bigger picture that your transformation helps people achieve.
• Transformation: The change or value you bring to your audience. This is the "niche transformation" I talked about.

Your Brand Ikigai is at the intersection.

It’s what’s truly authentic to you.

You can use it to monetize and explore your curiosity.

And it works whether you niche down or not.

It’s how your topics and skills give your audience the transformation that gives them the purpose.

For me, it’s how self-improvement, online business, and content creation help you build a solo creator business so you can live a free and meaningful life on your own terms.

Niche down your transformation, not your entire brand.

If you want my systems and strategies to build your brand faster, check out The X Growth System.

Enjoy your day!

(Ein)Stijn