069 Susan Friedmann | Riches in Niches-Don’t Let your Fears Stop You

Niching is the #1 way I know to set a solid foundation to establish your brand. It is all about positioning yourself as the authority and standing out from the crowd around you.

Susan Friedmann, the author of “Riches in Niches”, an international best selling book shares amazing wisdom here in this episode. Susan talks about the fears that keep people from finding their profitable niche.

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Susan’s Target Audience: Susan’s target market is small business owners who are working to find their own niche in the marketplace. 

Susan was not always a successful trade show business coach. Like most people, she tried to make it by working for others in the corporate world. She was laid off three times, and it was that third time that was the charm for her. She decided to take destiny into her own hands and created her first successful business: teaching people how to exhibit at trade shows. Susan was so good at this it was her niche market for over 20 years.

During those two decades, she became a true expert in the industry. She realized she could duplicate this success for other people in other industries. So, she reverse-built a strategy to coach small business owners to succeed in their niche. Her experiences turned into a book, which has become an international bestseller.

On this episode, Susan talks about niching in business. She tells us that it is absolutely necessary to become established in a niche market because it’s how you become a leading expert. Expertise leads you to more specific business which turns into a more profitable business. You should go in a direction where most people aren’t going, you don’t need to become a follower.

And when people aren’t followers, they explore a niche market where they can really dive into their marketing campaigns. Susan explains that when people don’t know who they are serving, they try to focus their business to serve everyone. But as a business owner if you are able to identify your target audience you’ll find a real opportunity to understand the true issues of concern to them.

For people who already have customers in different areas, Susan says that they would be better off by targeting one particular niche to start with. Transitioning is not always easy so start with one nice. Once you’re an expert in that niche, move on to the next. But if you try to serve two or more target markets you are actually diluting your efforts. People want to pay for experts and as an expert you can command high fees. Until you identify a niche that you grow in, you aren’t viewed as an expert.

We also talk in detail about what our current target markets are and how we decided on serving them. Susan is kind enough to share with us her special formula called GEL (Growth, Experience and Love).

In this episode, here’s what we’ll cover:

  • Why niching is important to be profitable in what you do.
  • The one thing that discourages most from niching.
  • How to be an expert: here’s a hint, go where others aren’t!
  • Why you can’t serve and market to everyone.
  • True or false: it’s actually fun to work with your target audience.
  • What are the concepts of the three “I”s of marketing?
  • What new emerging niche is Susan looking towards?
  • Why niching is most important for those who resist it.
  • Susan explains her GEL formula.

Practical & Actionable:

Susan says the most practical and actionable thing that you can do right now is to get started with questions. She has prepared 10 questions to find the right niche for your business.

She will be more than happy to share those questions to those who email her at susan@richesinniches.com.


To give Susan a shout out for being on the show, follow her and send her a message: Susan Friedmann. Connect with me on LinkedIn or Twitter at @genehammett and let me know what you liked about the episode!

Do you have questions about today’s episode!?!

Did you know that you can apply to chat with me by phone? This is a limited time offer to help anyone that is serious about refining their business as well as developing a clear & compelling strategy that will drive them forward. Complete the questions and our team will follow up with you to schedule time for your “Business Breakthrough Session”. These are limited to 30 minutes, completely free and oh, so valuable.  Apply Now!


And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

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