Thank you. This is what I needed to read. Midlife is pretty fabulous and I have been stressing out my direction but you are so right, niches are for biches.
Niche-ing my marketing has indeed turned me into a zombie with AI slurping out my heart as well @Andrea Hoffman
Although going too broad in your branding may have a negative impact on the discovery of your writing — which may have an effect on your will to keep going in the early stages.
My first Substack publication suffered from this.
When I opened my second pub I spent some time writing down my own Joesph Campbell hero story first and then named the publication based on the title that emerged from that story.
Taking the time to do that introspective exercise was the single most important favor I did myself to get the fuel to keep showing up long enough to find my authentic online voice.
Sometimes there are “riches in the niches”. They may not always be money…
Very much agree, yet this is something I struggle with. I don't even consider myself a "content creator" — I'm a writer, and that's what drives me. Thanks for validating those of us who don't fit into a niche.
This was great, Andrea! I so agree! A business group I was in kept telling me I was too general , so I’ve tried two different niches, and the readership hasn’t changed and in fact, it was making me worry too much about fitting the niche when I wrote, instead of just writing about what was in my mind and heart.
I’m going back to my original , broader, no niche- ing( except me as the niche! Yes!) .
This is so me. I came to Substack to write essays. Random stuff. I had zero online presence and wanted to write because I felt I had things to say. I'm not a verbal person.
I started with my husband and a couple friends. I was going nowhere fast so after a few months I hired a Substack guru coach. $150 for 28 minutes. Two times. Hated listening to the "rah-rah, Substack is the greatest, follow this tried and true formula... me, me, me, I'm so successful..." so much so, that I blocked her. Coach number two wasn't much better, tried and true editor, writer, former journalist, all the credentials, again blathering niche, the only way I'd survive, and told me i needed to take composition writing. Muted. Next. Finally, I paid another writer on here and he gave his opinion, a little guidance, and did not proclaim to be an expert. I followed most of what he suggested (he did not use the word niche one time) and I'm just now slowly finding my way. I became part of a writing group (on) here and it has been very helpful and thankfully, encouraging. As for the niche gurus. No thank you, not for me. I may not have thousands of subscribers but as of today I hit 400, not bad for a newbie with less than two years under her belt. For me, it's a wonderful accomplishment I can be proud of and strive to do even better for these 400 souls who put their trust in me to not waste their precious time with fluff and blather. You nailed it on this topic.
Recently someone pointed this same thing out to me, to imagine a room filled with 400 people, inside a big lecture hall. Haha, not sure if that made me nervous or thrilled, maybe a little of both.
Always enjoy reading your writing, Andrea. I dig the vibe on this post. Esp like the part about when the hive mind swarms one way, go the other. I’ve long thought forcing oneself into a perceived market-driven niche is outside-in creative approach that isn’t sustainable. And I do believe that solving a problem is a tailwind to growing paid subs here.
All that said, one of the main reason why I picked a niche (or niche blend for the wine drinkers out there) was I simply wanted to write about two things that I love and have never tired of for 40 years. Seemed like an easier lift creatively when I’ve got a FT job, family and long form project that chews up some serious hours of the week. I’ve been pleasantly surprised by how having a niche as an idea engine for my Substack has been a net positive for me creatively.
None of this is an argument per se, more just sharing some creative benefits I’ve gotten from picking a niche. Way I look at it, niche prob becomes an anchor if you’re chasing clicks and cheese. If niche is running to something you truly love, it’ll prob work out fine to build a brand.
I don't think you're niched. I think you're topical. There's a difference, and it's subtle, but you write about something you're passionate about. The un-niche advice is more for people getting started who are trying to build an online presence from scratch and are being told to pick something that sells over something that 1. connects, and 2. they won't tire of.
I was always really bad at trying to niche… cuz yeah, I am not one dimensional and have never been able to pretend to be 😬😅 I am so happy to now be seeing more and more people, like you, speaking up about this cuz seriously. Effff that silly niche noise lol
Same girl, same. After writing corporate for pay for many years, my one guiding through line for my Substack is to be authentic, honest and raw. It's the way I want my relationships to be, and the whole point for me here is to connect and create relationships through writing. In the few months I've been here, I've touched on my rage, my guilt about my sister, my trust issues due to a cheater dad, and a bunch of other not always flattering things. But hey - it's me. And it has been a glorious unfurling to put it all out there. And a wonderful bonus to have people connect to it. I know you know...
Guuuurl, this is soooo good!! I'm at a place where I think OUR PEOPLE are our niche. I don't see it needing to be any more complicated than that for us solopreneurs + small creators!
Great advice! I agree. I don't think I'd be able to pick a niche if my life depended on it. I like to keep thing interesting and ever-evolving, like me :)
Thank you. This is what I needed to read. Midlife is pretty fabulous and I have been stressing out my direction but you are so right, niches are for biches.
🤣🤣🤣
Thank you Andrea for this reminder,
All my life I have tried to fit in and follow others with miserable results.
I consider myself lucky that I fail in this department.
I'm just blessed with more than one God given gifts and can't limit myself to one.
Here I often read the same information from different mouths,
"Let me help you find your niche", follow this strategy, follow this people .
But I only want to follow my path
The magnet has to be you.
If this magnet is based on people's recommendations won't pull the right audience, it will pull everybody else.
And like you and Jennie I'm not here for everybody else.
Niche-ing my marketing has indeed turned me into a zombie with AI slurping out my heart as well @Andrea Hoffman
Although going too broad in your branding may have a negative impact on the discovery of your writing — which may have an effect on your will to keep going in the early stages.
My first Substack publication suffered from this.
When I opened my second pub I spent some time writing down my own Joesph Campbell hero story first and then named the publication based on the title that emerged from that story.
Taking the time to do that introspective exercise was the single most important favor I did myself to get the fuel to keep showing up long enough to find my authentic online voice.
Sometimes there are “riches in the niches”. They may not always be money…
That is a very interesting perspective. I’m glad it was such a helpful exercise for you!
And yes to the riches being subjective!
Very much agree, yet this is something I struggle with. I don't even consider myself a "content creator" — I'm a writer, and that's what drives me. Thanks for validating those of us who don't fit into a niche.
I’m about as zoomed out as you can get.
Soooo I will be cross-posting this to my section for multipotentialites, because, as per yoozsh, you've said it better than I could.
Yes! Love this straight up honest truth :)
This was great, Andrea! I so agree! A business group I was in kept telling me I was too general , so I’ve tried two different niches, and the readership hasn’t changed and in fact, it was making me worry too much about fitting the niche when I wrote, instead of just writing about what was in my mind and heart.
I’m going back to my original , broader, no niche- ing( except me as the niche! Yes!) .
Good for you, Gayle!!!!
I came here to hone my authentic humorous voice (such as it is😂), not to niche. Thanks for the reminder. Now, about that t-shirt....
Right!? I think I just might…
If you did, it might make you riche!
This is so me. I came to Substack to write essays. Random stuff. I had zero online presence and wanted to write because I felt I had things to say. I'm not a verbal person.
I started with my husband and a couple friends. I was going nowhere fast so after a few months I hired a Substack guru coach. $150 for 28 minutes. Two times. Hated listening to the "rah-rah, Substack is the greatest, follow this tried and true formula... me, me, me, I'm so successful..." so much so, that I blocked her. Coach number two wasn't much better, tried and true editor, writer, former journalist, all the credentials, again blathering niche, the only way I'd survive, and told me i needed to take composition writing. Muted. Next. Finally, I paid another writer on here and he gave his opinion, a little guidance, and did not proclaim to be an expert. I followed most of what he suggested (he did not use the word niche one time) and I'm just now slowly finding my way. I became part of a writing group (on) here and it has been very helpful and thankfully, encouraging. As for the niche gurus. No thank you, not for me. I may not have thousands of subscribers but as of today I hit 400, not bad for a newbie with less than two years under her belt. For me, it's a wonderful accomplishment I can be proud of and strive to do even better for these 400 souls who put their trust in me to not waste their precious time with fluff and blather. You nailed it on this topic.
Imagine gathering 400 people in a room!!? Yeah, that’s not nothing!!! Good for you, Patti!! Thank you!
Recently someone pointed this same thing out to me, to imagine a room filled with 400 people, inside a big lecture hall. Haha, not sure if that made me nervous or thrilled, maybe a little of both.
I felt like that with my first 20 subscribers. I was imagining them all in my living room— we’d be squished but it would be fun as hell.
Always enjoy reading your writing, Andrea. I dig the vibe on this post. Esp like the part about when the hive mind swarms one way, go the other. I’ve long thought forcing oneself into a perceived market-driven niche is outside-in creative approach that isn’t sustainable. And I do believe that solving a problem is a tailwind to growing paid subs here.
All that said, one of the main reason why I picked a niche (or niche blend for the wine drinkers out there) was I simply wanted to write about two things that I love and have never tired of for 40 years. Seemed like an easier lift creatively when I’ve got a FT job, family and long form project that chews up some serious hours of the week. I’ve been pleasantly surprised by how having a niche as an idea engine for my Substack has been a net positive for me creatively.
None of this is an argument per se, more just sharing some creative benefits I’ve gotten from picking a niche. Way I look at it, niche prob becomes an anchor if you’re chasing clicks and cheese. If niche is running to something you truly love, it’ll prob work out fine to build a brand.
I don't think you're niched. I think you're topical. There's a difference, and it's subtle, but you write about something you're passionate about. The un-niche advice is more for people getting started who are trying to build an online presence from scratch and are being told to pick something that sells over something that 1. connects, and 2. they won't tire of.
Ooh, this is a smart distinction that I didn’t totally appreciate. Looked up niche and it truly is related to a product or offering. Good call!
I was always really bad at trying to niche… cuz yeah, I am not one dimensional and have never been able to pretend to be 😬😅 I am so happy to now be seeing more and more people, like you, speaking up about this cuz seriously. Effff that silly niche noise lol
Absolutely.
It has a place if your biz is super specific, but really, if you're going for a personal brand, nope. :)
Same girl, same. After writing corporate for pay for many years, my one guiding through line for my Substack is to be authentic, honest and raw. It's the way I want my relationships to be, and the whole point for me here is to connect and create relationships through writing. In the few months I've been here, I've touched on my rage, my guilt about my sister, my trust issues due to a cheater dad, and a bunch of other not always flattering things. But hey - it's me. And it has been a glorious unfurling to put it all out there. And a wonderful bonus to have people connect to it. I know you know...
It's the ugly parts that make the writing pretty.
Guuuurl, this is soooo good!! I'm at a place where I think OUR PEOPLE are our niche. I don't see it needing to be any more complicated than that for us solopreneurs + small creators!
They're coming for us... all our people...and it's so much fun!!!
Great advice! I agree. I don't think I'd be able to pick a niche if my life depended on it. I like to keep thing interesting and ever-evolving, like me :)
Finally, someone said it!