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Are you struggling with your Niche?


nicheIf you’ve been in business for more than five minutes… or you’ve been thinking about starting your own business, you’ve probaby heard you should have a “niche.”

(A niche is an identifiable specialty– an area of expertise for a specific group of people.)

“Helping people get what they want”  doesn’t count as a niche. The 16 year old cashier at McDonald’s does that.

And if you’re a coach, healer, teacher, artist, product seller or service professional who doesn’t know your niche, there’s a very good reason… Choosing a niche sucks!!!!

Anyone who tells you that choosing a niche is easy is either

  1. Lying
  2. On crack, or
  3. Has no idea what it’s like to be you.

You might as well ask me, “which arms and legs would you like us to cut off?” as to ask me what my niche is.


A niche is not who you are or all you do. That’s what makes it hard to choose.

And here’s the MILLION DOLLAR SECRET to take the pain away:

Your niche is the VEHICLE that brings your people to you.

That’s all it is. Once your people find you, you can be EVERYTHING you are, and give them EVERYTHING you have to give them.

I have this conversation on a daily basis.

With clients.

With friends.

With myself.

We human beings buy what we WANT, not what we need.

So take a look at what YOU have that your people WANT. That’s where you’ll find your niche.

It’s often so obvious you’ll never see it.

For instance, I have this friend who has this amazing talent for making men fall in love with her. Effortlessly. Unintentionally.  All the time. You think there might be a market for that skill? And yet for the last six months she’s been tearing her hair out trying to come up with a coaching niche. Are you kidding me?

(I’m curious to see if she takes my advice, and creates a program to teach women what she knows about being irresistible to love. I’ll keep you posted.)

The best way to attract your ideal client, so you can have a deep relationship and give them the big picture transformation you want to provide… is to understand and OFFER THEM ONLY ONE THING THEY WANT, FIRST.

Your niche is only the portal.

Take my “money” niche, for example.  I don’t give financial advice. I won’t tell you where to invest. I won’t crunch your numbers. I’m famously sloppy at arithmetic. Money isn’t nearly as interesting to me as love, happiness, and healing.

And yet I’m one of the most well known, well-respected, and successful wealth coaches in the world. New success stories come in every day.

Which begs the question, “how did I get here?”

I listen to what my people want from me.

How it began: when I wrote my first article about Financial Alchemy, the response was so overwhelming–like a tsunami, really–that I knew my niche had chosen me.  I remember thinking, “Hmmm! I guess this is what the universe wants from me.” And I’ve been very, very fortunate that my client results have validated my accidental niche.

And that begs the question…

WHAT NICHE IS CHOOSING YOU? Are you listening?

Paying attention to what’s choosing you… that’s what’s going to make your niche EASY. And I like easy.

And you still get to be all of who you are. You just don’t name it in your niche. Your niche is just the beginning of the journey.

Most of my people think they want money. And that’s groovy.

But money is just frosting. IMPORTANT frosting. They get to have the frosting.

Underneath the frosting is the BIG CAKE. The cake is everything they ever wanted– love, health, happiness, purpose.

Get it?

We’re ALL in the cake business, deep down… but our people buy our cakes based on the frosting.

Your niche is your frosting.  Make it sweet.

P.S. Was this article helpful? Please post your comments below, and share with your friends!

WE MagazineMORGANA RAE is the international #1 best selling author of “Financial Alchemy: Twelve Months of Magic and Manifestation.” She is an acclaimed life coach and professional speaker, and she is regarded to be the world’s leading Relationship with Money coach. Morgana’s groundbreaking program for attracting wealth has featured her on ABC-TV, PBS, NPR, United Press International and The Wall Street Journal. Learn how to become a Money Magnet with her FREE 4-part video gift series. Fill out your name and email in the form at the top of the page. (We promise not to share your info!)

  1. KG says:

    Love the distinction that your niche is just a portal. Really helpful for me and where I am in my biz right now. Thanks!

    1. Morgana Rae says:

      I’m so glad, KG. 🙂

  2. Harry Husted says:

    Thanks for the article. When I read it, your way of expressing it made a lot of sense. I quickly figured out what my niche was. I am going to focus on pulling customers my way so I can fill their needs in this niche.

    1. Morgana Rae says:

      Excellent, Harry!

  3. Gary says:


    1. Morgana Rae says:

      LOL. Name your MH anything you like, as long as your MH likes it. 🙂

  4. Kayoko says:

    Yes, Morgana, I’ve been on the niche discovery mission for a while. I thought that maybe it’s just a form of sabotage for me, but, not really, because I would rather get to the other side of having already been a catalyst for someone’s transformation. Patience! First it was all a blank. I would draw blank. I had undervalued most everything in my life- that was a habit that really made me and my Money Honey distant. NOW, I am flooded with appreciation for my gifts. In fact, overwhelming. Morgana, you must have gone through this, you’re so multi-faceted. I know there’s a fear of “I can’t leave out this part of me~~~ I want ALL OF ME in my brand!” Well, part of that is like my ego. And, there are several messages that I feel really strongly about. Money Honey does want me to go for a tribe that can INVEST, however. This niche discovery journey has been a true learning process- one of learning to become my own advocate (blind spot!) Love and blessings to you all Goddesses

  5. Tzippi Moss says:

    Morgana, truly a great article. You’ve described the process with such wisdom, wit and grace. As a fellow coach who also believes in inner alchemy of all kinds, but also specializes in the “financial frosting,” your concept of niche as vehicle is great! After all think of all the different ways people travel… The question then becomes what kind of trip we are offering them and how will they journey to us. It’s much more fun to think about it this way as travelers know once they land, there is so much more to explore than they had even imagined! Best of luck with your book!

  6. Devi says:

    Hi Morgana,
    Totally agree with you on this one. My niche – the way I market myself – is to people who want to change career and find work in a charity or social enterprise. The clients I attract are more diverse. Some want to do this, but most turn out to be entrepreneurs or artists. The reason they don’t fit in their old jobs is because they are not ‘fitting’ type people – they really want to create their own thing. I have been wondering about changing the focus of my website towards this, but unsure because it seems to be working as it is. Three potential new clients showed up yesterday! I am at the point of starting to need to turn people away. A major turn around from only two months ago.

  7. Annie says:

    Love the cake metaphor Morgana. Who knew Frosting could be so deep! 🙂 x

  8. Annika says:

    Beautiful article and so true <3

  9. Kia says:

    Really like: “We’re ALL in the cake business, deep down… but our people buy our cakes based on the frosting.” So true! Thanks for all your generous sharing. <3

  10. Jenni P says:

    Really refreshing article Morgana 🙂
    Loved the bits about niches being what you’ve got that other people want.
    I’ve also screwed my head up trying to ‘fit’ my talents into a mould when people love the fact that I don’t fit into a mould LOL. Does that make sense??
    I use the analogy that we’re all bakers… nourishing others with life giving food… cake is nice too LOL.
    Jenni P

  11. Marci says:


    Thanks so much!!! My niche gets them in the door. It’s not all of who I am. I’ve too have been racking my brain and you summed it up in one article.

  12. Alaina Rastelli says:

    Thank you for your candid and realistic approach to explain a niche. I found your expression refreshing.

    1. morgana says:

      You’re welcome!

  13. marion says:

    Morgana, you have been so helpful in showing me how to look at and change my relationship with money….you’ve caused lots of introspection and ahaaaa moments for me! I am starting my own heart centered business and this piece you shared today is HUGE for me. It’s all coming together for me….my life, my passion shared in business, my energy as I look at an amazing future with endless possibility. Thank you for being part of the pulling -it- all -together process!

    1. morgana says:

      You’re welcome, Marion!

  14. Susi says:

    Frosting? Sweet! I love frosting! That makes figuring out a niche not so hard. Thanks for that metaphor and everything else.

    1. morgana says:

      You’re welcome, Susi!

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