Don't Love Your Niche

[St Croix]

What I am about to say is going to fly in the face of what a lot of people are advising in this forum and what has been touted as gospel in the IM world in general for quite some time. I just read an excellent post by Daniel E Taylor and it really summed things up for me which has many elements in what I want to share with you.

Don't love your niche.

So many courses that I've done since entering the IM world and so many posts I've read tout the 'immutable' advice thus far bereft of challenge - "Choose a niche you're passionate about and you're more likely to succeed".

I could not disagree more.

Choose a niche you maybe interested in but not particularly knowledgeable about? Yes. Choose a niche you're rather impartial to? Yes. Choose a niche you really couldn't give a damn about? Yes - and you're far more likely to succeed.

You see, another notion that has been ever present in the IM world is, "If you want to succeed in internet marketing, treat it as a business". This, I could not agree MORE.

A business owner and a niche enthusiast are two completely different beasts. One is interested in turning profits, the other is interested in content.

When you enter into a business that you are passionate about you automatically introduce many factors than can ultimately count against your success as a business owner. I might be a great guitar player and music enthusiast, but as a niche to specialize in, I may be doing myself an ultimate disservice for the same very reason. Sure I might love what I'm marketing, but can that love get in the way of my business intentions? Very much so.

1) Impartiality. When you enter a niche as a non-expert but with a business mindset, you are far more open to seeing opportunities without your pre-defined notions of what you may think is the best way to achieve a result, best product to buy, best information to disseminate.

2) Ego. Ego is a huge factor in the 'passionate' and can be a huge hindrance to time management and ultimately profits. If as a business owner, I am ultimately passionate about my niche instead of my business, my involvement in injecting my own views/advice/knowledge into content is going to be paramount in my priorities. My ability to happily outsource many business owner time inefficient duties will be greatly reduced. It would also be a lot more fun to 'tweet' my advice all day on social media websites than to use my time wisely in systemizing my business and appointing social media managers to handle the PR.

A great piece of advice I heard a few years ago on this one is as follows: "When inspecting an investment property, what you would consider a dive, some would consider a palace. Remove ego - If the numbers work, it's a sound investment."

3) Dismissal of opportunities. If I subscribed to the "passionate niche" school of thought, I would often miss many opportunities in niches that I care less for, but could still implement money-getting methods into - possibly yielding far more profits than my niche of passion would.

4) Inability to exit. If you really love the ship you're on, you'll happily sink with it. People who feel passionately about their chosen niche will have a far harder time letting go if the numbers tell them it's time to move on. I've seen many people go broke holding onto the idea that that one more tweak, or final financial injection into their beloved business idea will see it skyrocket to riches, even though the market has stated that it does not share their enthusiasm.

So to summarize, I hold this view from some advice I heard in the offline world a few years ago and have not yet seen fail. A well known entrepreneur shared a simple wisdom with me that has stuck in both offline and online ventures - "My passion is business, and that's what I do."

His school of thought was that all niche businesses can be made profitable, whether you're a fan or not. He was happy to own laundromats, restaurants, hairdressers, property development company's and media publishing companies. His advice was very simple - Stay impartial, possess a business mindset and hire an expert in your chosen niche as your adviser.

I guess the caveat to this post is be passionate about building a business. If you love the niche, and can divorce yourself from your ego, go for it. If you're in it for the niche itself and just want to monetize your passion - you're a busker, not a business owner.

Happy Marketing!

[Brad Gosse]

I see what you are saying and it makes sense.

In my experience people who pick random niches or ones that appear profitable get bored quickly and their websites reflect this boredom.

I coach them to follow their passion because you may have to lose a few bucks before you earn so it better be fun to keep you motivated.

[TLTheLiberator]

Most people can find a bunch niches that really interest them and are also profitable - if they simply write down all their interests.

But if all else fails, go for the money!

TL

[I.M.Retired]

Your message is very timely. I am very reluctantly closing down two sites today that I have been extremely fond of, and very passionate about. It's like saying goodbye to a family member almost! I've put my heart and soul in to these sites over the past two years and have not reaped on benefit (other than stroking my ego) and nary a single penny from either of the sites.The time really has come to move on!

Thanks for your excellent post!

[Kevin Williams]

I agree, I've had much more success with topics I'm not interested in. That may seem weird to some people, but it makes it feel more like work and less like a hobby. If it feels like a hobby, I tend to put it off and get almost no work done. That might just be me though...

[Lori Larson]

That's a refreshing concept and I couldn't agree more.

As long as you are passionate about your business and believe you are meeting a need you don't have to be absolutely passionate about the product or service.

Ethically, of course, you must be sure your product or service is actually doing what you say it will.

But barring that - there may be some advantages in not being overly passionate. You can assess success or failure of the product or service more objectively, be willing to make changes, and take criticism or look for better solutions if your feedback or return percentage is less than stellar.

Just my 2cents.

Lori Larson
Arion Ventures, Inc.

[St Croix]

Originally Posted by Lori Larson

That's a refreshing concept and I couldn't agree more.

As long as you are passionate about your business and believe you are meeting a need you don't have to be absolutely passionate about the product or service.

Ethically, of course, you must be sure your product or service is actually doing what you say it will.

But barring that - there may be some advantages in not being overly passionate. You can assess success or failure of the product or service more objectively, be willing to make changes, and take criticism or look for better solutions if your feedback or return percentage is less than stellar.

Just my 2cents.

Lori Larson
Arion Ventures, Inc.

Lori,

This is an awesome reply that I hope will also address some issues people may have going into niche's they have NO IDEA about.

I have a massive moral constraint in my personality that probably prevents me from making the kind of money that I see a lot of 'black hat' affiliates make.

At first I hated this - My first ever marketing venture I went into was in a niche I had absolutely NO idea about and I wrote a very eloquent review of a product I've never purchased. I was very chuffed with my BS skills and sure enough, I made some sales. The kicker was the day I logged into my clickbank account and saw the names of the buyers. "James Watson" had read my review and bought my affiliate product, so had "Annette Wilson". I had no idea if this product even really worked? I wasn't passionate about the market, nor did I know the product but I felt massive guilt. I had just sold something I didn't believe in. This is the huge distinction. As a business owner you don't have to be passionate about the product, but you have to believe in what you're selling. I made a change that day and I'm glad I did. The first real money I made online was the first big learning. (It's great to learn with money in your pocket too!)

Every product I now promote, I do so with confidence, because 1. I use my own affiliate link and buy the product to make sure it is legit. 2) I invest in an expert to back up the product vendors claims. (guru.com is great for this.) I now sell products I had previously had no idea about, but with the right expert, I am confident to sell. This comes across in your copy, and your presell site, and ultimately increases conversions.

I call this true white hat business marketing - without knowing anything about your niche when you enter, but the confidence to be able to make money and sleep well at night knowing you've added value to someone's life. That's my motto and it works.

Cheers!

[maymorgano]

For some reason, the niches that I care about just don't turn in any $$. Those that I couldn't care less about - DO!
Nice of you to write something that is not the conventional these days, but is the truth.

[Lisa Gergets]

Interesting post.

Personally, if I'm the one doing the writing, it has to be something I'm at least interested in. Otherwise, writing for it is an absolute horror. But if I'll be outsourcing? You bet, I'm going for the money!

[St Croix]

Originally Posted by TinkerAndPo

Interesting post.

Personally, if I'm the one doing the writing, it has to be something I'm at least interested in. Otherwise, writing for it is an absolute horror. But if I'll be outsourcing? You bet, I'm going for the money!

And that's what will make you the coin! I hate investment banking like there's no tomorrow! but I outsource that boring drivel to dudes that LOVE talking about it. CHEAP. And it sells stuff for me like investment robots.

If you love what you write about, DO IT! and get paid for it! by people that need your expertise. When you need to make some money, get someone to write about that stuff that they LOVE.

IM right now is like the 70's. Untapped market - We all do what we love and share the love.

Strawberry Fields Forever!

('Till Ringo loses it and climbs the walls)

[JohnMcCabe]

Sure I might love what I'm marketing, but can that love get in the way of my business intentions? Very much so.

The other side of the coin is that your business intentions can also get in the way of your passion for the niche.

As you might guess from my avatar, I like to fish. No, I love to fish. It's one of the reasons I live where I do.

Back before I got online, I tried to make a business out of my passion for fishing. I ended up selling fishing videos by mail from a small catalog. Like many small companies, I spent all my time working in the business. Creating new fliers and catalogs. Managing inventory. Processing and fulfilling orders. All the usual stuff.

And I was bored silly. Every time I skipped a fishing trip to pack video tapes so someone else could go fishing, it ate away a little bit at the passion.

In the end, my wholesaler killed the business by going into direct competition with me, selling the same videos for about the same price he was charging me wholesale.

He did me a favor. My business intentions nearly killed my joy in something I've taken joy from for almost 50 years.

Earlier today, I came across a quote that spells out my approach these days...

"The artist finds a greater pleasure in painting than in having a completed picture." --Seneca

[St Croix]

John, when I get into the fishing niche, I've just found my guru!

[JB]

You make a sound argument but I personally I disagree. If I didn't love the area I work in I wouldn't bother sticking with it. Also, the fact that I really love it means that I truly understand my users wants and needs. I deal in a very specific type of site with users that would be very savvy. If I wasn't an expert in that field I would be exposed very quickly and the site would lose credibility. The site is not about 'Me' the person at all (my name is nowhere to be seen), but admin is the voice that sets the tone of the site itself so what admin says and does creates the site personality. I suppose it all depends on the exact business type/model and the particular area it is focussed on though. Interesting post!

[Matt.Lake]

Great post buddy. This has been a sticking point for me for so long... people teaching you to only enter a market you're passionate about, and almost making you feel guilty for going into a market you're not interested in.

I believe if what I'm selling is a trully great product that I really believe in, then that is enough for me.

Also, by getting an expert to create a product, content etc for you frees so much time so you can focus on the fun stuff... business and even more so... marketing!

Again, good post.

Matt

[MichaelHiles]

Gosh don't do anything that you're passionate about. Don't create a tribe because of your passionate evangelism, who then carries your message on its own.

Just pick things you aren't as interested in and treat it like work.


rofl Seth Godin sincerely disagrees with you.

[JayXtreme]

Whilst I do agree with some of your OP..

I have to be honest.. my biggest bank days come from my "passion" niches, occasionally.

In our team, we spend the majority of our time digging into new and profitable niches, most of which we don't really have a passion for... but the ones that I work alone are my best earners.. and those just happen to be the ones that I am passionate about..

Coincidence?.... I don't think so.

It isn't as cut and dry, or black and white as you make it out to be.

Sure, there are some passions in life that would struggle to turn a profit with niche/internet marketing... but there are also others that will earn your first million for you... if you could just see the angles.

Peace

Jay

[Bill Farnham]

A lot depends a on a person's mindset.

If you love business for the sake of business you'll do fine with niches that don't hold your passion. Not everybody has or will ever have that mindset. In fact, it's a rare breed.

If your passion is building teams that make your business flow smoothly and profitably then you are most likely one step removed from any niche you pick. It's not the niche at that point, it's the potential any given niche holds.

Some folks love to spend their working hours doing what they'd do for free. It isn't always about the money. It's also about lifestyle.

One size definitely doesn't fit all here.

KJ

[cclou]

I found early on that mixing my passions with my work didn't work for me. I don't do things I hate, but I need to keep a distance between my work self and my real self. Fortunately I enjoy learning new things and I enjoy writing, so it's never tedious work.

[Clark]

I'm into auto-eroticism whilst eating cheesies.

How do I monetize that?

Ok, admittedly, that was a joke as I don't eat cheesies.

I know, I currently have my hands full and am desperate to get out of this sticky situation so I'll seek out something that I'm not attached to passionately with a lesser grip emotionally on the outcome of the project.

Maybe I'll get lucky this time!

Seriously, liking a niche or not, if there's nobody buying shyte then move along quickly to where the buyers be at... that's where businesses are born better if you can make a crapload of cash consistently at what get's you up every morning (no pun intended there, really).

[culvers]

thanks for a great post, that really makes sense. You hear so much about only writing about things you love, its nice to see a fresh viewpoint.

[dndoseller]

Check back after a few years of working in niches you are not passiotnate about.

I spent years pushing niches just to make money and it ended up.feeling like a day job.

But my music site has taken on a life of its own.I really think people are drawn to the vibe of my love for it.

Even TRUMP really loves developing real estate. You can hear his passion for it in his speaking and writing.

[TelegramSam]

I think what it boils down to is trying to make money whilst enjoying it.

All this be passionate, don't be pasionate stuff is really a red herring.

Make loads of money and enoy doing it.

If you don't enjoy it then find something else that you do or could enjoy.

There's lot of things to choose from.

[bbminded]

I can see both ends of it. Depending on what kind of site it is, a niche that you are passionate about could hurt you in that you provide so much its overkill to someone. When i think about my passions and putting it down in print i have so much going on in my head and so much i want to include that i could end up overdoing it and stressing out and running people away.
where with a niche you like somewhat you dont go overboard with info and give the reader just enough content that you dont confuse them or give them information overload and they just buy what your selling!

[yoshiko]

I too have come to realize that niches that I do not adopt as hobbies do much better. Find niches that Others have interest in, and you will do well. That might not exactly be what You are interested in.

With this strategy you might need a little more research, esp when you are not familiar with the topics. But any how, be practical. It is always better to meet the needs of your readers and earn your keeps rather than meet your needs, write about things that only interest you.

[Fun to Write]

Originally Posted by bbminded

I can see both ends of it. Depending on what kind of site it is, a niche that you are passionate about could hurt you in that you provide so much its overkill to someone. When i think about my passions and putting it down in print i have so much going on in my head and so much i want to include that i could end up overdoing it and stressing out and running people away.
where with a niche you like somewhat you dont go overboard with info and give the reader just enough content that you dont confuse them or give them information overload and they just buy what your selling!

You are WORRYING too much about chasing people away with your knowledge and passion. This kind of thinking is leading you to leave lots of potential money on the table. Someone else will pick up those niches that YOU'RE passionate about and deliver all that juicy information.

Realize that there are people searching online who have the exact same interest or passion that you do. These are your target audience. You cannot provide too much information for people already interested. In fact, your passionate information will probably draw them to you more. They will become your loyal readers/visitors/customers.

If you're lucky enough to have several topics that you feel passionate about, research their economic viability (affiliate program or products you can promote?) and start a website or a blog. Don't be afraid to share your knowledge.

My 2 cents.