Many Inspiration Blog readers are service-based providers who work with clients. If this is you, in order for someone to decide to work with you, you probably need to talk to them. That is, they might get exposure to you through a free talk or webinar that you give – or, perhaps you offer a free consultation of some sort.

There are a lot of great approaches to doing free consultations and talks. As a public speaking and communications coach for 18 years (err, almost 19), I’ve noticed one element frequently missing from these systems… but which I teach my clients for when they do their own consults and talks. I haven’t yet shared this publicly, though. Here it is:

Your niche wants to be talked to in a particular way.

This is essential. While you do need to know how to put together a great talk and/or conduct a powerful consult, if you don’t talk to your clients in the way they desire, there will be a disconnect. And this impasse will get in the way of inspiring clients to work with you.

Different niches want to be talked to differently – and your ability to establish the “know, like and trust” factor largely depends on how you talk to them. Here are a few different examples:

1. Your speaking style and tone of voice. Executives, for example, generally desire a faster pace, and to have you get to the point more quickly, than holistic practitioners do. (Niche is far more nuanced than that, but it’s a clear example.)
2. Vocabulary usage. What terms do your ideal clients use? First, make sure you speak in relationship to their struggles and desires, and not with the lingo or your techniques or methods. Second, use vocabulary that correlates with their professional level:
   • Corporate types use a particular lingo and terminology, and holistic practitioners utilize  very different terms.
   • If you work with intellectuals, they’ll enjoy your using bigger words; if your clients are more blue-collar, those same words will alienate them.
3. Becoming increasingly fluent in their pains and desires. Intimately know both what they want as well as where they’re stuck. For example, I know very well that many of my clients suffer from nervousness or fear around speaking… or having a monotone voice… or don’t know how to craft a powerful talk that inspires and enrolls.

You also need to know about who they are personally. Most people I serve are on a path of personal development and spiritual growth, as am I – so I also express that clearly when I talk with them. Oh, speaking that way will repel those who aren’t my niche. And that’s a good thing: I get to work with clients I love, and can refer out those who would better be served by someone else.

If you don’t have a niche…

Have you had a practice for more than a year or two? (At first, it’s good to try working with different people, hone your skills, and get a sense for you who like.), If so, then honestly… it’s time to hone your niche. It’s essential. If you don’t know who your clients are, you don’t know where to find them, among other things.

In terms of communication and speaking, if you don’t have a niche, you will likely be speaking very generically – both in terms of how you speak and your message. Which means that you won’t be particularly compelling to anyone. Well, you’ll still be yourself… but often when we are trying to speak to everyone, we can wash out the colors of our true personality, and not shine in our full glory… and that’s of course what inspires clients to work with us.

Let me say it again: a successful practice for service-based providers – like coaches and holistic practitioners – needs a niche.  A good niche, one that’s right for you, is defined so you get to work with all of the clients you LOVE, and doesn’t exclude anyone with whom you want to work.

By the way, as an Intuitive Business Strategist (one of my hats), one of my favorite things to do is to help coaches and holistic practitioners clarify their niche and message very quickly, so that it connects deeply with their life purpose and highest service. If your practice lacks focus (and maybe profits) because of not being clear of your audience, you’re invited to be in touch – email me or schedule a time to chat.

In sum, by deeply knowing your niche – and how to speak to them and how to serve them – you can love them more fully. And they’ll feel loved. That’s my idea of good business.

How do you talk to your niche? How do you bring out your personality, and connect more deeply? Or, what problems are you facing? Leave a question or comment below.