The Niche Question

Practitioners often ask me whether they should find a niche market for their NLP Practitioner and Master Practitioner services, or offer many services to a wide, generic demographic. This is an important question to ask, as the answer will guide your branding, marketing, your service offering and your reputation in the market place.


NLP is extremely multi-directional and can be practically and successfully applied to many areas, for example, business coaching, business training, life coaching, sports coaching, therapy and education. So, how do you find the area of work that is right for you?


I recommend that you begin your thinking by considering the place where your background, skills and interests meet. In the diagram below, the section where all three circles overlap could inform your thinking about prospective niche areas.


Make a list of your experiences in each area. Let the ones that no longer hold any power, energy or interest for you fall away and retain those that excite you the most. Now consider the place where everything that interests and excites you come together. Trust your intuition and think about what looks right for you and feels the best. Choosing a niche can assist you to really focus your business marketing efforts, save money by targeting the most appropriate potential customers and create your reputation as a specialist in a particular area. Creating a specialism can also help you with the Google quandary of getting your material as high up the natural listings as possible, without having to pay for a sponsored listing.


Niching isn’t for everyone. You may feel more excited by working with a range of people from a broad base of backgrounds and interests. Casting your marketing net wide to embrace as many demographics as possible. You may thrive on difference and change and find that you learn a great deal by working with different people.


So, to niche or not to niche?


The answer is a personal one and only you can decide what is best for you as an NLP Professional.


For Niching:


  • You have some very clear skills and experience which demonstrate a specific area of expertise.
  • There is something which you really care about with a passion.
  • There is an identifiable gap in the market that you have the expertise to fill.
  • A niche feels right.


For Generalising:


  • If you can’t decide on a niche and your indecision has generated procrastination.
  • If you feel that you would like to gain experience across a range of different environments before you decide what is right for you and you enjoy the most.
  • When it feels right to work with a range of different people.
  • When the market is constantly in a state of flux.
  • When the market demands flexibility.