You may or may not know, but cupcakes are my most favorite food. So you can imagine my delight when I came across a Cupcake Store while I was in Vancouver! Between us…I had one everyday! I must say that my favorite flavor was the Chocolate Pink Princess…yum!
Now, you may be asking what does cupcakes and niches have to do with one another?
Who would have thought that a Cupcake store would be visited by both young and old alike. There were older customers such as myself…and then little kids who chose to visit and have their birthday parties there.
This got me to thinking…what is your specialty?
And more importantly, can you narrow this down even more?
The Cupcake store sure knew what they were doing…
I would love to know your thoughts. Share them on the blog comment section below. I so love connecting there with you.
Love and blessings,
Casey
{ 44 comments… read them below or add one }
My niche is working with truckers who are over the road. I help with anger, stress, and relationship problems. My clients really love the niche!
OMG Buck – I LOVE THAT!!!!
Hi Casey,
Interesting question….I was thinking about specializing in social anxiety, any feedback?
Hi Bobby,
This is the age of anxiety – that is for sure. If you decide to specialize in anything – the questions are: 1) How does my CLIENT describe their pain (rather than a how I do or the DSM diagnosis)? and 2) How will I attract my ideal client?
Make sure whatever you pick is something that you LOVE and that people are looking for.
Hope that helps!
Casey
Casey — I’ve followed your work for years, and then participated (in the background) in last summer’s Beyond One to One series. So helpful! So now I have two careers, but only one niche. My main work is my practice, which is thriving, and enriched by several other therapists who sub-let from me and are happy to see clients who aren’t the right fit for me, or need different hours.
My new niche is helping therapists find and use all of the tools, technological and otherwise, that are out there to help them grow their practices. I help therapists take your great advice and put it to work, step by step, in the most efficient ways possible. My product funnel is very “flat” for now, but I have lots of good ideas in development. My website is now up and running, and slowly gaining new members. The information products will be posted as I am able, and I may give these early members the chance to try them out for free in exchange for feedback. I am very excited.
It’s hard to grow a new business when you’re very busy with the current business, but hey, it’s a good problem to have, right?
Deborah,
Congrats on all you are doing! And yes, it is a great problem to have. Just make sure you create both businesses in a way that is sustainable for you. (aka you don’t burn out over the long run.)
Big hugs,
Casey
I used to be housebound with severe asthma, allergies and agoraphobia (thank goodness I didn’t go for the whole alphabet!) so I love to help provide the shortcuts to health I once so desperately needed.
After years of being a generalist I have recognized that I really have several overlapping niches, and am finally accepting that it is easier to market them separately. It’s all about strategies for creating well-being (I’m an NLP Trainer, EFT Practitioner, Reiki Master Teacher, Buteyko Breathing therapist, winner of the BEW inventor’s award…..)
My niches include: working with people from 7 years+ to overcome asthma, panic and other conditions related to over-breathing;
teaching general personal development skills, such as assertiveness, goal setting, communication, confidence building etc (often to a corporate audience);
give and also teach Reiki;
use my own nature photography to illustrate my books and unique affirmations posters;
and my latest project is “The Resilient Therapist” program (workshops / therapy / resources to prevent burnout).
Um, yes, I get bored easily! I love doing some of everything over the period of a month or so. But my marketing is more effective if I try and say one thing at a time.
HI Jen,
Wow – you really have a wealth of experience to share.
I started off being a bit of a health psychology/hypnosis for wellness generalist, and then I started to specialize in 3 cutting-edge areas: teaching intuition-building tools to wellness practitioners, which I will pursue becoming a CEU provider soon with this (after I finish a 100 year old house renovation project); I do business coaching to help creative entreprenuers (designers, jewelry designers, healers etc) get to the behaviors that build thier business and make peace with making money; and I enjoy coaching couples to integrate hypnosis/yoga/meditative tools into their sexual relationship to make it more enjoyable.
I’m opening a Center I call the LifeSpa Center in my 100-year old renovated and converted house to teach these things in a beautiful, peaceful place that’s a little bit of heaven on earth.
Barbara,
It all sounds lovely!
Casey
Hey,
I have just stumbled upon your site and your programs and am loving the wealth of insight you are lending on the weak point of much private practice–the business end. I, myself, am just trying to negotiate and get comfortable with the marketing end of mental health as I begin the very early stages of segwaying out of my \”day job\” and into my dream private practice.
My specialty was clear to me early on–emotional trauma & PTSD. What I learned in the process of exploring and becoming versed in this specialty was that it was so much more vast than I ever would have thought and my treatment approach so appropriate for my personality and passions.
I found that trauma comes from all angles and many populations–sexual trauma, soldiers, chronic illness sufferers, in grief/loss, in infertility, addiction, and eating disorders that all become off shoots of this rich tree of work and emotional pain.
I, also, found that a particular avenue of treatment was so profound for my clients eminating from holistic, complementary, and integrative mental health practices. My website http://www.embodymentalhealth.com articulates my practice and passion for healing through mind/body, yoga, animal-bond/equine facilitated psychotherapy, and creative arts therapies. I have found that skills as simple as learning breath and to breathe again can be profound for trauma and finding relationship through animals can be evocative and imagination and self-esteem through creative arts all create a web of wellness that may not work in every person\’s practice but suits my tempermant, passions, and what I see as an amazing route to mental health for trauma survivors!
Thank you so much for all of your well articulated advice and I look forward to purchasing some of your products when I have the funds in the near future!
Teresa Bennett Pasquale,LCSW
Embody Mental Health
http://www.embodymentalhealth.com
Hi Casey!
You are consistently fun to read! I always look forward to your posts.
I’ve developed a new niche that came about because of a bad experience my stepfather has been going through. He was the victim of a scam last year, and I discovered there really isn’t much out there about how to deal with this sort of thing. So, inspired by you, I’ve started a blog about it (www.elderlyfraudrecoveryhelp.posterous.com) and I’m writing a book! I also gave a talk 2 weeks ago at the Missouri State Social Workers Symposium, and I’m due to give another talk to a group of seniors in May. My regular clinical work has been energized by my work in this area, too. I love it when a good thing can come from something painful, so we’ll see where this goes. Thanks for all you do!
Art!
I am so sorry that happened but how lovely you are helping people through it and it is becoming a niche for you. I see “PR” as a great idea in your future!
Hi Casey…I’ve just landed on my niche after working through the Be A Wealthy Therapist book (so, thanks so much for your help!) and I’m so excited! My specialty is working with Young Adults (20s and early 30s) to help them see how their childhood trauma/family of origin issues affect life and relationships today. Helping them deal with Should-itis (living under the weight of shoulds and shouldn’ts), fix their ‘picker’ (whatever it is that causes them to keep picking an unhealthy partner), and explore their core self.
This phase of life is so important to the process of discovering who you are, but I’m finding that many young adults, because of their past experiences, don’t have a healthy foundation to stand on as they sort through the ups and downs of transitioning into adulthood….By they way, I live in Northern Virginia and there are cupcake shops here too. Good stuff!
Congratulations Beth!
Hi Casey,
I recently expanded my niche of being a Teen Therapist to Teen Therapist/ Adolescent Phase of Life Coach. Over the past couple years of following your direction, I have created a practice that attracts a diverse multi-cultural population, as well creative, artistic individuals. (My marketing style is designed to speak to those populations)
I am forever grateful for your early guidance in setting up my practice. I am paying it forward by accepting invitations to lunch, and answering questions from college and graduate students on how I got started in my niche. Of course, I always refer them to you!
Warm Regards,
Sandra
Oh Sandra, your words are like a lovely soothing cup of herbal tea. Thanks so much and I am delighted you are ‘paying it forward.’ I wish you continued and amazing success!
Hello, Most practitioners treat trichotillomania with cognitive behavioral therapy and or medication, but I am developing a specialty in Seattle to treat this stubborn symptom with psychotherapy and better yet psychoanalysis, a deeper and usually more lasting treatment.
Hi Lynn,
As a therapist who was very unsuccessful using a variety of techniques for trichotillomania, I am delighted you are building a practice with this specialty. I invite you to tell as many other therapists about this because many of us have no idea how to work with it (and would love to send you referrals). This is a fantastic specialty. I am wondering if you have something there that you could teach other therapists, help more people and make even more money??
My specialties are working with creative people on the problems of creative life (blocks, procrastination, imposter syndrome) and “Highly Sensitive People” The two often overlap.
Though really, I access the creative attitude in all my clients whenever possible to help them move forward. But I am a psychologist, not an art therapist so I have a policy of not looking at their art, website etc. I cannot be either a fan or a critic.
Susan
I love your idea of “niches” . I started out declaring myself to be a “generalist” but fact of the matter is, I have clients with particular attitudes, problems or backgrounds that I connect with best and I feel happiest, most rewarded, connected, inspired and effective when I am working with that kind of client and I think that they have a much more satisfactory experience too. It makes it easier for me to refer on people that I don’t think that I will be very helpful to…and I know other people that will LIKE to work with them. It’s nice to be able to refer and gets you referrals in return.
Last night I was talking with a group of therapists about the need for a child to experience “the gleam in the parent’s eye,” and how deadly it is for the child when it is not there. When you are working with clients with whom you “click” there is a “gleam ” in your work with them. Clients are vulnerable and SO attentive. Our disinterest or ennui does not go unremarked… but by the same token, when they feel liked and appreciated, when they feel that “gleam”, you can say much more challenging things and they will be taken in the right spirit.
All this to say, yes, “niche”… work with the clients you love whenever possible! It will be good for both of you!
I thank Casey for putting into words for me what in my heart I already knew… that I wanted to, and SHOULD work with my “ideal clients” as much as possible.
Susan Meindl
Oh Susan! How cool is that – thanks for sharing your story! Yes yes yes – you are called to work with YOUR ideal clients.
What’s my specialty???? I am going to write without thinking much. I have always being resistant, to that question. Because I feel it will constrite my brain, it will bandage me….I love to work with different subjects, I feel that if I work or focus on one specialty, quickly I will be borred. However, feel excitement to have several area of interest and different groups to work with….Maybe my speciality is challenges….Every client is a challenge, because his/her complaints would dare me to explore along with the client the issue in “questaon”. It is exciting for me to pick his brain along with me picking my own brain and challenge the client with questions or explore hypothesis together…See I like to work in a customized way….Where every client is a blank canvas….I have 30 years of experience, in the academic, as well as in practice, one MA in Social Anthropology, an MA inSociology, as well as a MS in Human Development-Marriage and Family Therapy. For me, all of those studies were taking very seriously; as an avid reader, a thinker and a debated that I am, I can ruminate thoughts, hypotheses, and questions that could be challenging me or my client. What ever subject at hand is dealt with passion….So what about my speciality is “Dare to Challenge Yourself: Look at yourself at the mirrow, and answer: What do you see?? and What you don’t see??? Come to challenge me to guide your Awakening!!
HI Aida,
You make some lovely points.Thanks for taking the time to share them. And you aren’t alone in the idea that a specialty seems restrictive. I get it.
My specialty is helping couples in crisis – specifically where one or both partners are ambivalent about their commitment to the marriage. I help them through this decision-making process.
Wow Lee -what a needed and powerful specialty.
Casey,
You make a great point, not only about the importance of therapists and other Healing Arts Professionals establishing a “niche” that underscores their professional identity, meaningful contribution to the community, and cornerstone for their profitable practice, but also the pure joy evident in relishing your cupcakes.
I have a had a lot of very elderly relatives in my family (I always joke that I come from a family of vampires, in that most of them tend to live so long, well into their 90s), and I found that at that age, appreciating the simple things in life is what sustains a joyous mood.
Finding “little things” to be grateful about, in EVERY day, is what makes life rich — not just “money in the bank” (although that’s nice, too).
I think a good rule of thumb for every reader is to ask themselves, “What is my ‘cupcake’?” The personal, little thing that gives life a little “boost” of enjoyment. I have a lot of them: motorcycle rides on a clear Sunday morning, nacho cheese Doritos, the lemon scallops at PF Chang’s, a kiss from my miniature Dachshund when I come home from work (oh, and the one from my husband is nice, too!), a new episode of a favorite TV show, hearing a favorite song on the radio, etc. We all have (or should have!) our “cupcakes”. A good cupcake can make any day a whole lot easier!
Wishing you LOTS of cupcakes, and the magic that makes them all “calorie-free”!
Ken
What a delightful post – thanks Ken. Your clarity and languaging are lovely.
Thanks,
Casey
Hi Casey,
You found “Cupcakes!”–my favorite is the Kookoo cupcake (white cupcake, white coconut frosting and tons of cocnut on top!)…mmmmmm!
Cupcakes is VERY SUCCESSFUL (I’ve met the owner—had to get to know her since I ate so many of them!). A small niche worked for her in Vancouver and everyone knows their brand…others have tried to pick up on their success by opening other shops, but Cupcakes is still tops!
Special niches are memorable! There are tons of great bakeries here, and Cupcakes does spectacular cakes as well…but people come in for the Cupcakes–and as the trust is built, word spreads–LIKE WILDFIRE!!! I am Cupcakes own viral marketer…I love their cupcakes, I bring all my out of town guests to it…and so what if they cost more than the ones at Safeway—the whole experience is unique and special and the cupcakes are high quality!
So yes, a small niche (rhymes with “rich”), when done right, can get you noticed, sampled, remembered and can be highly profitable!
Diane
So it is niche (rhymes with ‘rich?’) The people I met in Canada converted me to saying neesh. Diane, thanks for the perfect comments about niches and sharing your story of the Cupcakes owner.
Hugs,
Casey
Hi Casey,
No, you are correct, it is French so the proper pronounciation is “neesh” but many people say “nich” BECAUSE it rhymes with RICH if you know how to market yourself correctly. I appreciate the conversations I had with Juliet Austin regarding “generalist” vs. specialist!
Diane
Helping men, adolescents and their parents live healthy lives.
Nice Keith!
Keith,
How nice to hear that niche!!! You would definitely stand out in my mind if I had a man in my practice who had relationship concerns with his family!
I don’t recall seeing this specialized focus advertised very much. Much needed and under-identified and under-served population I think!
Hurray!
Although my speciality has been women and trauma, I am trying to broaden it to include veterans. I am very comitted to this group, but find it does not support my private practice. I would love ideas on how to enrich my client base to include others I am confident to counsel, such as families and couples. Any feedback is appreciated and I love cupcakes, too!
Hi Judith,
I love it that you are working with so many types of people. I am not sure I have feedback for you. What we have found is the narrower the niche, the better the practice fills (if you market that niche.)
Wish I had more for you.
Casey
Hi Casey, The first time I came across a cupcake store here in Austin I secretly thought “No way, this is so.. random.” But lo and behold two years later and there are more popping up and they are doing great. My niche may seem random as well. I work with “emotionally dysregulated” individuals by offering Dialectical Behavior Therapy. I’ve been doing it for a really long time, and I have a full practice, but.. lately there are more “shops” opening up around Austin. Now, I am looking into offering DBT electronically, through telegroups. This will allow people who dont have access to a “qualified” DBT therapist to still learn these emotion regulation, mindfulness, interpersonal, and distress tolerance skills. Any thoughts?
Talk about niches! My specialty is in making the diagnosis. While I am skilled at psychopharmacology, psychotherapy and addiction treatment, the art of diagnosis, by far, is where I really shine.
Wow! That is a fantastic specialty. That alone should create a huge (and I imagine) well-paid practice!
So far good. Ultimately I would like to build a reputation in that area. Any thoughts as to how I might do that?
Hi Samuel,
I wish I could give you advice on how do that in a short blog comment! But I think that would do us both a disservice by trivializing a worthy and lofty goal/plan. I think that would require more analysis and individual attention.
Hugs,
Casey
Thanks, I’ll keep it under consideration as I move forward.
My niche is specializing in working with prelicensed therapists. It allows me to really dig in on the issues that MFT interns Acsws and trainees are struggling with… And, even better, I love it! I feel energized and inspired after every coaching
call!
And you are great at it!
xox
Casey