After a great conversation with a coaching client that week I have been thinking about how different businesses target a niche and I’d like to tap the great pool of branding knowledge here for some input.

Sometimes a business goes for the obvious approach.

In the Virtual Assistant industry there are providers who have niched themselves to a specific group of potential clients by declaring the niche in their name. (Internet Marketers VA, Writer Support VA, New Media VA) It’s clear to anyone who sees their business card or visits their website that they are niche focused. Their choice of name attracta their desired niche while at the same date discouraging others which is precisely what they want.

Why do they want to turn some potential clients away?

They know they are more likely to secure a enlarged term relationship and a premium pay rate with clients who needs their specialized experience and skills.

My client who is

in the financial advice field wants to know whether she should move in that direction or not. She has been getting great word of mouth referrals for clients in the medical field, should she somehow create a make for her business around that clientèle?

Unlike the VAs mentioned above who have specialized skills for specific markets, the services provided to these clients are really no different than those provided to others but she has definitely spotted trends in the financial challenges medical providers face.

Is that decent to declare a specialty? Should she adopt a make that targets medical professionals?

Would it be her ticket to really setting herself apart from others or should she stay with her current non-niched make and let the referrals come as they may?

What questions would you ask to clarify things and what advice would you give?

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Original post by Kelly McCausey