Why Niche Down? The Importance of Ideal Clients and Boundaries
There are 130 million births every year (CNN). 130 million. No matter the size of your Doula business, a one-person show or a large agency, there’s no way that you can serve all of those families. And really, you’re not supposed to (& I don’t use ‘supposed to’ lightly).
None of us can be all the things to all people, which is why it’s important to figure out your niche and, aka who you are here to help.
You may have heard me talk about the importance of identifying your ideal clients, now let’s take it further by exploring the importance of an ideal client avatar and creating healthy boundaries that will serve you and your clients in the future.
Niching down is not about being exclusive, rude, or pushing people (clients) away. Rather, it’s about attracting the specific people that you have been called on to serve. As more and more Doulas are shifting to virtual services, knowing who you are talking to and why you are talking to them will take you from feeling overwhelmed to allowing you to connect with your people.
But wait, does niching down mean that you will have fewer potential clients? Not necessarily. Remember the 130 million births per year statistic above? Your niche, your ideal clients, are part of that huge birthing population.
When you know exactly who you desire to help, creating content online that speaks directly to that person becomes easier. And, it’s crystal clear in your messaging.
Who Are Your Ideal Clients?
Who is your ideal client and where do they hang out online? Are you passionate about catering to parents in the LGBTQ community? Or parents that are preparing for a Vaginal Birth After Cesarean (VBAC)? Or do you feel called to support single parents? Remember, figuring out your niche is not about exclusivity, it’s about serving the people who resonate with you, people that you feel pulled to and that you likely share some common ground with.
If you feel imposter syndrome sneaking in, remember that not all people preparing for a VBAC, for example, are your ideal clients. Let me explain. In 2018, I was brand new out of Doula training and absolutely had moments of “who am I to do this?” But when I remembered that my ideal client probably wasn’t the person that was preparing for their 3rd VBAC, but rather their first, I felt more confident. A good rule of thumb is that you’re generally just a few steps, or maybe 10% ahead of the people that you can help the most.
Setting your boundaries
People are not one-size-fits-all. Thank goodness, right?! And it goes without saying that there will be some people that are just not your people. We’re obviously not talking about differing opinions in pizza toppings, ya know? But the people that you don’t vibe with, that the connection just doesn’t feel ‘right’ or any other intuitive signal that you’re feeling is off. In these situations, it's important to know your boundaries and remember you don't have to support everybody through everything. One of the gifts of 2020 was clarity, amen? Last year it became crystal clear who I am here to support… and who I am not available for.
This isn’t a bad thing. I am not leaving families out in the cold, or without support. There are thousands and thousands of birth professionals in the world, and likely someone that is a better match for certain people than I am, which leads us to a conversation on competency...
Checking your ego & knowing your competency
Be sure to check in with yourself and be honest about your limitations. There are going to be times when you may not be the best person for the job, or you may not be competent in the specific area that a family needs support. Sometimes referring a family to someone that is more competent in a situation is the highest and best service that you can provide. We’re checking our egos at the door and doing what’s best for the family, without worrying about ‘losing’ a potential client (there’s no such thing btw).
As a business owner, it can be tempting to take on a client instead of listening to your intuition about a possible negative client relationship. But by turning down the clients that aren’t for you, you are creating space for the clients that ARE. Trust that what is yours is already yours, and is on the way to you.
Your homework: sit with the concept of an ideal client, and how fun it will feel to support this person. When you are having fun, the universe responds to that vibration. And remember, it is your birthright to experience joy and live out your purpose.