Serve Scale Soar® Podcast

214: Generalist to Specialist: The Power of Niching Down

Setting goals for your business.

Generalist to Specialist: The Power of Niching Down

Understanding the Importance of Niching Down 

In the freelance world, having a game-changing strategy of niching down can greatly impact business growth. Niching down involves narrowing your focus within your business to serve a specific market segment or target audience. In this week’s episode, we discuss how this approach is not only crucial for ad managers but for all freelance professionals in the competitive market. Niching down allows you to provide exceptional value to a specific niche, enabling you to charge higher rates, attract clients more easily, and streamline your systems. This focus aligns with the 3 pillars of success – consistent clients, expert knowledge, and scalable systems.

Finding Your Niche

To begin a comprehensive approach to finding your niche, deciding whether to focus on local or online businesses is a great place to start. The 3-layer deep niche test, which involves narrowing down your niche to a highly specialized level can be very helpful. This includes first choosing between local or online businesses, then refining to a specific industry within that category, and finally, narrowing down to a specific need or service within that industry. By going through this test, you position yourself as a specialist, allowing you to charge higher rates and deepen your expertise.

Focusing on Becoming an Expert

Instead of offering a wide range of services, I honed in on one key offering—Facebook ads. By becoming known as an expert in this specific area, I not only positioned myself as a specialist in my industry, but also commanded higher rates for my services. I encourage you to consider your own strengths and passions and to specialize in one or two key services rather than offering an array of options. If you find yourself not enjoying what you chose to specialize in, nothing is set in stone – you can specialize in something else and use those acquired skills elsewhere.

Overcoming Common Niche Challenges

In the freelance space, there are many common challenges people face when niching down. One challenge is the fear of not enjoying the chosen niche. Nothing is set in stone – it’s okay to pivot and explore different niches if they realize that your current niche doesn’t align with your passion. It’s essential to understand that exploration and testing different niches are part of the process and do not require an immediate change of branding or website.

Another common concern is the fear of missing out on potential clients by limiting oneself to a specific niche. While focusing on a niche is important, freelancers can consider taking on clients outside of their niche if they align with their expertise and can pay the fees. This flexibility allows for experimentation and growth without pigeonholing oneself.

Choosing Between Local and Online Niches

It’s important to remember that both local and online niches have their pros and cons. Rather than getting caught up in the “shoulds,” I encourage you to listen to your intuition. As a business owner, you should assess which niche aligns with your passion and expertise, and understand that you have the power to pivot and explore different audiences if needed. This proactive approach allows for continuous growth and self-discovery.

The Power of Niching Down

Whether you are an ad manager or offer other services, there are many positive outcomes of niching down. By choosing the right niche, you can charge higher rates, attract clients more easily, and become an expert in your specialized field. As service providers, only five clients are needed to reach a six-figure income, which proves the effectiveness of niching down and specializing in a particular area.


Without a doubt, there is a significant impact of niching down when looking at business growth. By understanding the importance of niching down, effectively finding a niche, and overcoming common niche challenges, freelancers can harness the power of niching down to scale their businesses and achieve sustainable success. This strategic approach not only benefits ad managers but also applies to various freelance professionals navigating the competitive market.

Here’s A Glance Of The Episode: 

00:00 Narrow down clientele for business growth.

04:58 Diverse clients can teach valuable business preferences.

07:47 Niche down to serve a specific market.

11:07 Specialize to stand out, not compete on price.

13:27 Choose local or online, experiment with variety.

17:34 Narrow focus can lead to business success.

21:33 Automate prices, become expert, pivot, dive deep.

Key Takeaways:

  1. Niching down involves narrowing your focus within your business to serve a specific market segment or target audience, providing exceptional value in that niche.
  2. Specializing in a niche allows for higher profits, easier client attraction, and the opportunity to charge more based on the value brought to the table.
  3. Niching down is essential for standing out in the competitive freelance market, as clients seek experts rather than generalists.
  4. The three-layer deep niche test is a powerful way to narrow down your niche and specialize in a particular area, boosting your competitive advantage.
  5. When starting out, it’s beneficial to prioritize either local or online businesses for 90 days to determine which niche aligns best with your interests and goals – listen to your intuition and choose the niche that feels right for you.
  6. It’s okay to take on clients outside of your niche if they align with your interests and can pay your fee, especially when beginning your freelance business.
  7. You have the flexibility to pivot and change your niche at any point, and niching down shouldn’t be a reason to delay getting started in your freelance business.

and so much more. 

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Additional Resources


** This post may contain affiliate links which means I may receive a small commission at no additional cost to you if you use one of the links to purchase. This helps keep the podcast going and I only share products I have used, tested and love.”

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Meet Brandi

Brandi Mowles is the host of the Serve Scale Soar® podcast which is a podcast dedicated to helping service-based entrepreneurs scale their online business to five-figure months so they can soar into six-figure years. Brandi is a wife, mom and in less than one year, created a six-figure business. Now she is spilling all her secrets so you can too.

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