The genius of Staples way back when was this: It identified a niche that needed to be served. That was providing office supplies for small business. The timing was perfect. Corporate America was downsizing middle management. Those middle-aged professionals had no choice but to set up their own businesses. Now niche marketing is considered a must-do. Not just a smart strategy. Even in public relations, it's predicted that the general agency will go the way of the department store. Instead each public relations firm will serve a distinct niche such as healthcare or tech. Here is my article published on Odwyerpr.com about that. All that sounds good, right. In the legal sector, niche firms such as Sanford Heisler Sharp, which handles employment discrimination, are thriving. The U.S. auto industry is moving toward focusing on only one niche: larger vehicles such as SUVs and pickups. Drudge Report's niche is conservative politics. The problem is: Identifying which niche will scale for your business. That isn't as easy as sitting down and analyzing where growth is. Usually the process is a frustrating one of actually investing real resources, especially time, in testing out which could catch fire. During the past 18 months that was my mission. The content-creation category had become increasingly glutted. Not only were there more and more professionals chasing the same business. The glut drove down compensation. Also, the buyers' market could result in cruel or at least crude treatment by those contracting out assignments. Among what I did in searching for a niche is what you might refer to as A/B testing. The ranged from blockchain technology to being a paid influencer. There was some success. But not enough to continue those particular experiments. However, those ventures did bring in income at the time. They still are. Of course, that was discouraging. The only way to keep up trying out niches was to have no expectations. Hope was a mindset I couldn't afford. Since I had no expectations it wasn't a big deal to test out my side business in career coaching as a formal profit center. Had I had high hopes I wouldn't have gone in that direction. I niched that down further to the market segment of the over-50. That proved out to be what got things moving. Actually, things took off in an unexpected way. Positioning and packaging myself as a coach whose mission was to outsmart ageism brought in content-creation assignments from atypical market segments. They included those needing a professional with deep empathy, startups in services and products for the aging, and online instruction vendors. Currently, I have more assignments for strategically planning and producing content than for coaching per se. Among the tools I leveraged to promote the niche was writing and distributing free ebooks related to the niche. That branded me as serving the public interest. Trust immediately was established. Here is one such book Download Over50OutsmartingYourComfortZone. Another tactic was figuring out how to get articles published in third-part media. Of course, that has more influence than putting material on one's own digital platforms. Once those were published, I re purposed them on all my sites. A third was allowing the market to gel on its own. A mistake would have been to establish - prematurely - its parameters. Of course, the challenge now is to manage the momentum. Like everything else in business, niche marketing continues to mutate. Takeaway: Set up ways you can listen to the market. Listening only to yourself and the experts will limit you. Coaching, auditing, lecturing, and writing/ghostwriting thought leadership content on ageism.