What is a Niche?

Choosing a niche is a little like having an expertise or specialty but can also be about who you find it easy to understand and connect with. It is about finding a way to narrow the field of potential clients, because when we market to everyone, we can end up not connecting with anyone.

Some therapists niche by concern. This could be working with addictions, eating disorders, anxiety or post-partum depression for example.

Others niche by demographic such as age, religion, career, location, heritage. 

If you haven't chosen a niche, one often chooses us eventually, so there is no need to pressure ourselves if our niche has not made itself clear.

Concern vs Demographic Niche

Which three concerns do you most enjoy working with?

Be specific e.g. panic attacks, anorexia, trichotillomania, ADHD, Tourette's, Sensory Processing Disorder, Combat Survivor PTSD, cultural reintegration, adjusting to disability later in life, Pet loss, mothers and daughters, Childless not by choice, Boarding School Syndrome, Dysthymia, Eco anxiety, sleep disorders

Which communities do you most enjoy working with?

Be specific e.g. emergency room surgeons, LGBTQIA+ people, secular Jewish people in the diaspora, American art students in Paris, Black women, military families, stay at home fathers, entrepreneurs, seniors, expatriates, trilingual children, academics, celebrities, psychotherapists, milennials, vegans

The Problem with Niches

Defining concerns and demographics can feel reductionist and limiting, because people are not only these descriptors. With the demographic question, I'm suggesting we look at identity. Who do your clients see themselves as? And with concern, what do your clients see themselves as needing support with?

Through asking ourselves these questions, we begin to get an idea of what clients need to be able to read in our words so they can recognise themselves.