Marketing Myths That Keep You Stuck

Most entrepreneurs struggle with positioning because they’re pulled in opposite directions by marketing advice that contradicts itself.

Some say, “Niche down until it hurts.”
Others say, “Go broad so you don’t limit yourself.”
And the most confusing take of all, “You are the niche.”

The idea that you must either specialise in one micro-niche or appeal to a massive audience is misleading. The best businesses attract the right people without boxing themselves in or chasing everyone.

If you missed Part 1 of this series, you can read it here.

The Niche vs. Broad Myth

The Myth: You must either hyper-specialise or go as broad as possible.

Why It’s Wrong: The belief that you must strictly choose between niching down or appealing to a broad audience is a false dichotomy. The most successful businesses and personal brands find the sweet spot between specialisation and adaptability.

Here’s why this myth can be dangerous:

1. Over-niching leads to stagnation. If your niche is too narrow, you may run out of clients or limit your ability to evolve as the market shifts.
   

2. Going too broad makes differentiation impossible. If you try to appeal to everyone, you risk blending in and attracting no one.
   

3. Fixating on niche vs. broad distracts from what matters: solving a problem for the right people in a way that makes you the obvious choice.

Example: Imagine a fitness coach who helps busy professionals lose weight without extreme dieting or long gym sessions.

At first glance, this seems like a niche. But over time, they discover that within this audience, there are different subgroups:

1. Executives who want a high-performance lifestyle.

2. Busy parents who struggle with time management.

3. Entrepreneurs who travel frequently and want flexibility.

Instead of being boxed into one micro-niche, the coach positions themselves as the go-to expert for time-efficient, high-impact training. This allows them to serve multiple segments while maintaining a clear, compelling message.

When “Niching Down” Makes Sense

There are times when a narrow niche is the right move:

1. If you're starting from scratch and need to gain traction quickly.

2. If you're in a highly competitive market and need a clear differentiator.

3. If your service is hyper-specific and doesn’t lend itself to broader applications.

But the key is not to stay overly narrow forever. Once you've gained momentum, you can broaden your positioning without losing clarity.

When “Going Broad” Makes Sense

There are also cases where taking a broader approach is the smarter move:

1. If your business thrives on network effects or social proof. (Example: Marketplaces like Airbnb and Upwork grow stronger as more people use them.)
   

2. If your solution applies across multiple industries. (Example: A project management SaaS used by tech startups, agencies, and enterprises alike.)
   

3. If you're positioning yourself as a category expert. (Example: A negotiation coach who helps executives, freelancers, and sales teams rather than limiting themselves to one group.)

Going broad works when your offer is valuable across different audiences and you can communicate that value clearly. If your positioning is strong, broadening your reach creates more opportunities.

Your Action Step

Instead of asking “Should I niche down or go broad?”

Ask yourself these three questions:

1. What is the core problem I solve, and who values that solution the most?

2. Are there adjacent audiences that could benefit from my expertise?

3. How can I position myself for growth without losing specificity?

Once you answer these questions, refine your messaging so it speaks to your ideal audience without limiting future opportunities.

In Part 3 of this series, I’ll tackle another marketing myth that might be holding you back: The Big Audience Myth.

You’ve probably heard it before:

"Grow your audience and the sales will follow!"

But what if that’s not true?

I’ll show you why chasing a big audience is one of the biggest distractions in marketing, why size doesn’t equal success, and how a small, highly engaged group of the right people can outperform an audience 10 times its size.

Got questions or thoughts on this? Hit reply and let me know.

Until next time, keep creating!

Omara

If you need help building your brand, attracting new clients, and growing your business, reply to this email or book a call here.

"Before I met Omara, I struggled to find and convert leads into paying clients. One month later, I had a better offer, more leads, paying customers, and increased my revenue by 50%. He's my go-to marketing expert." —Venzo Chaar