We know there are millions of customers searching in the holistic marketplace for ideas, products and services to make their lives healthier, more meaningful and purposeful. Now let’s start to explore how we as holistic practitioners can tap into this marketplace to build successful and prosperous businesses.
I’ve recently finished reading “The Law of Success” by Napoleon Hill. Written in 1925, this groundbreaking work is the forerunner to all of today’s popular books on entrepreneurship and the law of attraction. Hill conducted extensive research and interviews with business and industry leaders of his day in order to distill their common traits into 16 key ingredients for success. “Singleness of purpose,” what he also called a “definite chief aim,” tops his list. Hill explains why:
[Each person] acts always in harmony with the dominating thoughts of his or her mind. Any definite chief aim that is deliberately fixed in the mind and held there, with the determination to realize it, finally saturates the entire subconscious mind until it automatically influences the physical action of the body toward the attainment of the purpose. … The subconscious mind may be likened to a magnet, and when it has been vitalized and thoroughly saturated with any definite purpose it has a decided tendency to attract all that is necessary for the fulfillment of that purpose.
Hill made it his own definite chief aim to help others uncover their purpose in life and fulfill their potential. He believed our best chance for success in life comes from the pursuit of what we love to do. Consequently, he interviewed thousands of people to help them discover their definite chief aim, asking questions like:
- What do you love to do?
- What can do better than anyone else?
- What makes you unique?
- Remember a time in your life when you were happy and satisfied. What were you doing?
- Visualize your ideal life in 1 year, 5 years, 10 years. What inspires you most?
For a holistic business, having a “definite chief aim” goes hand-in-hand with identifying your particular niche market. Says Peter Geisheker in Niche Marketing Strategy: “A niche market is group of consumers or businesses that all have a very specific need or want.” By providing exactly what customers are looking for, demand for products and services naturally follows.
Laura Lake in Defining Your Niche Market suggests some questions for better understanding your own niche:
- What is it that your current clients have in common?
- How do you set yourself apart from the competition?
- What is different about the services or products that you offer?
- What are the “extras” that you bring to the market?
Also consider your geographic area — if your services are hands-on, your niche may be more local. But even if your business can sell worldwide, don’t be afraid to focus narrowly. It gives you a way to concentrate your efforts and meet the maximum number of true potential clients — the ones who are looking for exactly what you offer.
And now it’s time to write down your niche statement. Your niche statement needs to communicate how what you offer will help improve your clients’ quality of life. It speaks not about what you do, rather about what your clients’ need and how you can help. The distinction may seem subtle, but it makes all the difference in the world to your eventual success.
Susan Reid in How to Define Your Niche for Your New Business shared a fabulous formula for writing a niche statement.“There are just four things you need to include in your niche statement: your niche, their problem, your solution, your promise. Stated simply, the niche statement formula: niche + problem + solution + promise = success. Here’s what it looks like in more detail:
I/we work with __________________________(your niche),
who haven’t/need to ____________________ (their problem).
If you’re ready to/it’s time to _____________ (your solution),
I/we can/will ___________________________ (your promise).
In going through this process, you may discover that you have several market niches for different aspects of your business. That’s normal. But for purposes of this Adventure, I suggest you start with just one. It will help you harness your power of concentration if you focus your energy on a single, “definite chief aim.” Once you’ve mastered the principles on one aim, you can confidently move on to another.
Once you’ve written down your clear and concise statement, place it where you can see it. Look at it every night before you go to sleep and every morning when you awaken. Since your subconscious is more open to suggestion at the threshold between sleep and wakefulness, these two times of the day are the magic moments for impressing your desires deeply into your mind. Do this every day, and in just a few weeks you’ll begin to see shifts occurring in your life.
In upcoming articles we’ll begin to formulate a plan to bring your “definite chief aim” into reality, so stay tuned!
Questions to Consider
- What is your definite chief aim in life? In business?
- What is your niche marketing statement for your holistic business?
- How has focusing on your niche marketing statement changed your daily routines?