One reason many professionals hesitate to choose a market niche is that they confuse the concepts of niche and offer. Clarifying the difference between the two can transform how you position yourself and attract clients.

Think of your market niche as the space or audience you serve—your context. Your offer, on the other hand, is who you are and what you bring to that niche.

Let’s look at an example from my own coaching practice:

My niche is working with independent professionals and artists who want to create prosperous businesses or fulfilling careers that align with their values and lifestyle aspirations.

But my offer is much more nuanced and personal. I’m a somatic coach, an artist, a writer, and a business owner. My work draws from my spiritual beliefs, musical training, and deep experience in creativity and learning. All of this makes up how I serve, and why clients resonate with me beyond typical coaching models.

Early in my career, I tried to define a niche based solely on my offer. I found myself wondering—am I a creativity coach? A spiritual guide? A somatic therapist? None of those labels fully fit. But when I began viewing niche as location—as the audience I serve—rather than trying to define it from my personal attributes, everything changed. The niche became a focused lens through which my broad and unique offer could be fully expressed.

Once I accepted the niche that naturally aligned with my values and expertise, I committed to it. I now refer clients outside of my niche to other coaches, and in doing so, build trust and deepen my referral network. I make sure to clearly define my niche in conversations, on my website, and in my writing. This clarity has led to a significant increase in high-quality referrals.

Here’s the paradox: by choosing a specific niche, you make it easier for others to understand your work and to recognize how you’re different from others in that category. You don’t blend in—you stand out.

Now when I introduce myself, I lead with my niche before explaining my services. I no longer see confusion in people’s eyes—instead, they connect with what I’m saying, remember me, and refer others to me.

In Summary:

• Your niche is where and with whom you work.
• Your offer is what you bring to that niche—your skills, experience, and unique value.
• Clarifying this distinction builds trust, boosts referrals, and makes your business memorable.

Choose your niche with confidence and show up as the powerful, differentiated offer you already are.