Is Niching Turning Clients Away? The Truth About Getting Clear Without Getting Boxed In
Sunday, May 25, 2025
If you’ve been in the online business space for any length of time, you've probably heard it a thousand times: "Niche down to stand out."
But lately, inside my Stylepreneur Accelerator support group, there's been a growing sense of disillusionment around niching. Some of my most dedicated members have been questioning whether it's actually helping them or hurting them.
One of the stylists I coach recently realized her niche messaging, while beautifully written, was unintentionally turning away potential clients. Women who needed her help felt excluded simply because they didn’t fit a particular label, even though they resonated deeply with her deeper message.
This really struck a chord. Because she isn’t alone. Several others chimed in with similar experiences. One stylist had a potential client go cold after discovering how specific her program niche was. Another had someone ask if she would still work with them even though they didn’t fit the profile she had outlined in her marketing.
So, what’s going on here?
Are we niching ourselves into a corner?
Let me say this loud and clear:
Niching is a marketing concept—not a rulebook for who you’re allowed to help.
Niching Doesn’t Mean Exclusion
When I first started teaching about niching, I saw it as a way to bring clarity to your messaging. When you speak directly to a particular person, with a particular problem, you create resonance. That person feels seen, heard, and understood.
And the magic is—others will still hear that message and think, "That’s me too."
You don’t have to exclude anyone. But if your marketing tries to talk to everyone, it resonates with no one.
Your niche is your lighthouse. It guides the right people to your shore.
What I’m seeing now is that some of my stylists are starting to see the niche as a fence, rather than a beacon. They’re afraid they’re turning people away. And I get it. Especially when you finally get someone interested and they drop off because they feel like your offer isn't for them.
But let’s dig deeper. Why did those women reach out in the first place? One stylist said she’s had more women join her group and her message is still focused on healing after periods of difficult change, which led them to lose themselves and their spark.
That message is the core. It’s not about a label. It’s about feeling lost, disconnected, and ready to reconnect to yourself. That’s the real niche.
So here’s the truth: You can still niche—and niche well—without getting boxed in.
Your Message Can Be Focused and Still Inclusive
Here’s a line you can use in your bios and websites if you want to be more inclusive:
“I work primarily with [ideal client], but if you're resonating with my message, trust that you're in the right place.”
This one line changes everything. It invites people in. It creates belonging, even if they’re not the exact person your message was written for. It gives them permission to say, "I see myself in this."
Because at the end of the day, your energy and your story are doing the heavy lifting.
People buy you before they buy your niche.
But Do I Have to Niche at All?
Here’s where I stand: If you want to work only locally, or keep your business small and manageable, you don’t need to niche as tightly. You can be more general and still succeed.
But if your goal is to scale online, reach new audiences, and ultimately build a six-figure styling business, you do need to niche.
Why?
Because online, you’re competing with a sea of sameness. And people scroll fast. Your message has to grab attention. It has to cut through the noise.
That doesn’t mean you have to be ultra-narrow or rigid. It means you need to be clear and compelling.
Think of it like this:
You’re building a bridge. The niche is the first plank. It gives your audience something to step onto. But once they’re on, you can guide them in lots of directions.
Your niche is your entry point. It’s not your cage.
How to Stay Niche Without Pushing People Away
Here are a few practical tips I shared with my community and want to pass on to you:
- Find the Core Transformation. One stylist’s niche isn’t really “single women looking for love.” It’s women who feel disconnected from themselves and want to reclaim their spark. That’s the real transformation—and it applies whether you’re single, married, a mum, or not.
- Use Inclusive Messaging With Specific Hooks. You can create content and offers for specific subsets of your audience (e.g., date dressing, healing from heartbreak, mum-style makeovers), but frame them within a broader, emotionally-resonant umbrella.
- Invite Resonance, Not Restriction. Instead of labeling your program as only for X, use phrases like "especially helpful for," or "perfect for women who are navigating..."
- Trust the Pull of Your Energy. This might sound intangible, but the truth is—people can feel your essence. That’s why someone outside your niche will still message you. They’re drawn to something you can’t fake. Don’t dilute that by trying to appeal to everyone.
- Add a Disclaimer of Belonging. Use that line I shared earlier. It makes people feel welcome, without changing your core message.
Here are a few practical tips I shared with my community and want to pass on to you:
A parting thought...
One member shared something really honest and important:
"At the end of the day, I started my own business to make money first and foremost. Helping women with confidence, style and self-worth is second to that."
There’s no shame in that. We’re here to build sustainable businesses, not charities. And the truth is—niching helps you do both. It helps you make money and have impact.
It doesn’t mean you can’t love the work or stay flexible. It means you’re strategic about who you speak to, so your work can reach more people who need it.
I’ll be talking more about this in our next Stylepreneur Accelerator session, because it’s clear we need to reframe what niching is and what it’s for. If you’re feeling disillusioned by the concept, you’re not alone. But don’t throw it away just yet.
Instead, let’s refine it. Realign it. And make it work for you.
If you're ready to stop guessing, stop diluting your message, and start building a business that actually supports your life—come join us inside the Stylepreneur Accelerator. We go deep on these topics, and you’ll never have to figure it out alone.
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Hi, I'm Aileen Lane AICI CIP
6-Figure Mentor To Personal Stylists
I help visionary, ambitious personal stylists scale their businesses with strategy and soul—creating true location and financial freedom.
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