Niches are at the heart of every successful business, product or service.
One of my consulting clients recently asked,
“How can I establish myself to become well known and recognized for what I do?”
There are many different paths you can take to become well known and established.
Just like anything else in the world of being a creative entrepreneur, one-size does not fit all!
But, the quickest route to being recognized, no matter what you do for a living, is to:
- Find a niche
- Focus on that niche; and
- Do excellent work for a long period of time within that niche.
HOW TO FIND YOUR NICHE
The best niche to focus on is one that you feel passionate about.
If you love what you’re doing, you’ll stay dedicated long enough to see success. You’ll also do your best work.
The power of the niche is the old “big fish in a little pond” theory. It’s more likely that you’ll become well known for something when you focus in one small area.
For example, If you love horses, and you focus on painting horses, and you mingle within groups of people who live the equestrian lifestyle, consistently, you will eventually become known as THE artist to go to if you want a painting of horses.
CAN YOU BE ALL THINGS TO ALL PEOPLE?
Never have I heard anyone say “Oh that’s Bob Green; he’s well known for doing everything!”
I know of artists who paint in many different styles and mediums and subject matters; they try to be all things to everyone. But then they get lost in the shuffle, because they are a little fish in a huge pond.
It’s okay to not have a niche, but if you want to become known for something, you have to focus in one area.
Listed below are a few different areas in which you can find your niche:
BECOME KNOWN FOR YOUR STYLE
Some artists have a style that is unmistakable.
You don’t have to see their name on the work to know they did it; artists like Salvador Dali and Picasso. (Whatever you do, don’t become known as the guy who knocks off other artists!)
If you have a distinctive style, you eventually become known for it. See examples below:
GENEVIEVE DOMARATSKY POTTERY: On my wedding day I was given a set of wheel-thrown stoneware pottery from a South Carolina artist named Genevieve. Her style of pottery is so distinct that when in California recently, someone saw one of my bowls and said “Oh my gosh, is that a Genevieve bowl?!”
Genevieve was a big fish in a very little pond; she never had a website, but sold her beautiful pottery out of Pawley’s Island for decades. She has a following of fans who will do anything to keep their collection intact.
ANNE GEDDES AND BABIES: Anne Geddes has taken her passion for babies and combined it with amazing photography. She is known for photographing babies in unique positions!
BECOME KNOWN AS A LOCAL (GEOGRAPHICALLY SPEAKING)
Focus your art or services in one local area.
Become known as “the artist of your town” or the “glass blower of Charleston” and over time, you will be the first person that comes to mind for local projects.
LOCAL WEB DESIGNER : My friend Debbie began San Clemente Website Design a few years ago. She made the decision to focus her services on local businesses. This was brilliant, because now she is known as the person to go to for local entrepreneurs. She has more business than she can handle; and it’s because she has focused her energy (and her knowledge) in one area.
THE STEELE CITY ARTIST: Charles Ott, an architectural illustrator, creates detailed hand-drawn pen & ink illustrations of prominent Pittsburgh and American landmarks. He calls himself the Steel City Artist because he focuses his work on that area of Pittsburgh, and is well known for that.
BECOME KNOWN FOR A LIFESTYLE
Take what you love; a hobby, a passion, a charity; and marry that with your talent to create a niche.
DREW BROPHY, SURF ARTIST: An avid surfer, Drew started his art career as a teenager, painting surfboards. For years, he consistently painted anything surf industry related. Eventually, he became well known in surf. Now he takes his art outside of that industry, riding on the popularity that he established in the niche of surf.
GUY HARVEY, FISHERMAN: Guy Harvey is an excellent example of someone who lives an avid lifestyle and has married it with his art talent. A diver and fisherman, Guy Harvey is one of the most collected artists of sea life alive today.
BECOME KNOWN FOR A MEDIUM OR METHOD OR GENRE
STEPHEN KING: The author known for writing novels that scare us in the middle of the night! King has focused his writing on horror, suspense and science fiction.
JOHN T. UNGER: John has developed a unique style of fire bowls. He creates a sculpture from scrap industrial steel, cutting by hand with a plasma torch at 45,000° Fahrenheit; the result is a beautiful, handmade fire bowl.
THE ART GUY: Artist Guy Birger has made a name for himself by painting on shoes. It started out small, but now he has a huge following. He’s become known as the Art Shoe Guy!
STILL NEED HELP FINDING YOUR NICHE?
If you still need help, don’t just read this, grab a pen and paper. Sit down and have a cuppa tea (or a glass of wine – pick your poison).
Find a quiet spot. Write down and ask yourself the following questions to help you gain clarity:
- What do I love doing most? (think lifestyle, not work)
- Where would I be happiest? (think location)
- What do I really feel passionate about? (think people, places, things)
And then reflect on something you’ve done in the past:
- What project did I do in the past that I really, really enjoyed, and that flowed out of me easily?
- Why was it so easy for me?
- Was it the people, the medium, the project, or something else?
- Where do I WANT to focus my time and efforts?
When I started this blog, I had a few friends advise me to write about general topics that would speak to a wider audience. But I found that when I wrote about the business of art, more people responded to my posts. Now, I’m very comfortable in this niche of helping creative entrepreneurs.
One reason finding your niche is so powerful is because when we focus in one area, and we consistently work on it, we get better and better at it. Eventually, we become the go-to person in that niche.
Please share in the comments, what is your niche? Or are you still looking for it? And what’s your greatest challenge with finding your niche?
Maria
*Here’s a good article for artists: Create a Niche Market for Your Art on Fine Art Tips Blog.
Oh my, just today I posted a query on a social network regarding my struggles with juggling too many areas of art – fairie/animals/female/portraits/cartoons – all needing equal time on marketing, promotion and creating. Should I drop some of them, am I being risky, which ones do I drop when they are all equally successful…so many questions I’ve had for so many months – then the same day I find this article and evrything fell into place.
It feels as if it isn’t so much the “business” aspect, but more to do with what is in our heart.
Maria THANK YOU for sharing your expertise and guidance with us, a little artist in the UK sure does appreciate you and all you do 🙂
(I’ll be adding a link to you on my website, but now I need to sleep 🙂
This is perfect article for the start of the new year. I have decided to take action instead of waiting for the boat to come to me. All my life I been taken order from people who say it is for the best of my interest but I find it boring, troublesome and most of all not in my interest but theirs. Being in the late 20’s I still trying to find myself as a person, business, and other areas. I’m just so sick and tired of doing other people charity work and just wanted to focus on my short and long term either in education or life. So I’m glad that I found your article, it has given me encouragement to move forward and start something big. So thank you.
Such an excellent post Maria, and the questions you presented are extremely useful… I’m gong to sit down with my journal and answer them this morning… With coffee as my poison 😉
I’ve done similar exercises in the last, but am at a new crossroads, so these questions are perfect right now. Thanks so much for all you do!
Lori
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Maria, I just saw the link to this on your Facebook page and even though the original post is 2 years old, it still rings true. I have struggled with narrowing down my craft(s) for quite some time. I feel I am spread to thin to accomplish much of anything right now and I really need to focus and get down to business… but feel so overwhelmed in trying to make a decision. I’m sure I’ll be reading more of your posts over the weekend along with plenty of writing on my notepad! 🙂
Glad I found this post today! I am really struggling to find my niche and narrow it down. I am passionate about so much it hurts to think about narrowing down to just one right now. But I do understand the necessity in doing so.
Im a freshman in highschool, I’m not sure what I’m good at.. I want to give back and do good but what should I do?
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I’m glad that you’ve mentioned people working in other artistic fields like pottery and writing. Since we all face the same challenges with regard to finding our niches or markets, it’s good to know that the same process works for all creative people. Well done, Maria.
I enjoyed reading your take on finding a niche. I especially like your point about finding your signature style. I think this is powerful whether you’re an artist or any other sort of entrepreneur. I love learning about businesses with a rich style and interesting vibe. I think most people feel that way. We’re coming into a time when there’s a focus on the heart and soul of the business and I think that’s an excellent thing. Having a signature lets you easily weed out those who aren’t meant to work with you or purchase from you. They either are drawn to you, or not. Because your style is strong and recognizable. Great post.
My husband’s passion has been creating 3-d metal sculptures from copper, brass and stainless steel. He has been working on this niche since 1994. I think he is now just beginning to get the acceptance and recognition that he deserves. It has been a long and hard road, since I am the sales and marketing person for his art works. Many times he has wanted to give up. Many, many times he has started over again, and again. He worked in the industrial world up until a year ago and retired from his job. 33 1/2 year only for the money and in order to support has family. Now he has more time to devote to his art. It is only after all of these years of hard work is he beginning to see results. No wonder his parents discouraged his wanting to pursue a career in the Arts.
This was very helpful to me, however when I was trying to answer the questions nothing came up on the forefront of me mind. I’m not really sure what I’m passionate about I guess I need a little help trying to find passion. I started projects only to stop and leave it incompleted.
I’m feeling the pull to include more of my spirituality paired with the landscape, flora, and fauna of Scandinavia (where I live). I’m already pretty known on the spiritual side because I’ve run an information site and been active online since 2003 🙂
🔊 Hi, I’m still looking for my niche. Going to try your questions, maybe I’ll come up with something fantastic! 🐰