How to Find Your Niche When You’re Drowning in Options
Back in 2019, I lost my job. Like most people staring down the barrel of unemployment, I went into full-blown hustle mode. I binged YouTube tutorials on “how to make money online,” downloaded free PDFs, and trialed every side hustle under the sun. Print-on-demand? Tried it. Dropshipping? Absolutely. Affiliate marketing and blogging? You bet. I knew what I was doing — or so I thought.
But despite understanding all the strategies, nothing stuck. I wasn’t lazy. I wasn’t clueless. I just didn’t know who I was building for. That’s when I realised the real issue: I didn’t know how to find my niche.
Why Hard Work Isn’t Enough Without Direction
For a long time, I blamed myself. I thought maybe I lacked discipline or drive. But once I finally stepped out of a chaotic environment and into a season of healing and clarity, the truth became painfully obvious: I wasn’t failing because of a lack of effort. I was failing because I didn’t have a direction.
I was in survival mode — operating off pure panic. My only goal was to make money as fast as possible, so I could move out of my aunt’s house and breathe financially. And when you’re desperate, strategy flies right out the window.
I threw myself into whatever seemed trendy or promising: I tried selling beauty products, considered becoming a YouTuber, and half-committed to blogging more times than I can count. But nothing clicked. Why? Because I didn’t know who I was talking to.
The Mistake Most Beginners Make: Selling to the Wrong People
Let’s be honest: when you’re just starting out, it feels natural to promote your products to friends, family, or anyone who’ll listen. Your cousin. That one friend from high school. Your WhatsApp group.
But here’s what no one told me clearly enough back then: your friends and family are not your target market — and that’s okay.
They might love you, but they’re not always the people who need what you’re offering. And sometimes, they’re just not ready to support you (or worse, they’re silently hoping you fail).
The truth? The right people are out there — but first, you’ve got to figure out exactly who you’re trying to reach. That starts with knowing your niche.
So… What Is a Niche, Really?
Everyone throws the word around, but let’s strip it down: your niche is the specific topic or interest your content, product, or service focuses on. It’s your lane. Your zone of genius.
For me, that looks like:
- Christian faith and emotional healing
- Mental health through a biblical lens
- Food with a nostalgic or spiritual twist
Everything I create lives under this umbrella. My blog, my products, my TikToks — all of it ties back to these themes. It took years (and some Holy Spirit intervention) to figure it out.
Target Market: The Other Half of the Puzzle
If your niche is what you do, your target market is who you do it for. And no, it’s not just “women” or “Christians” or “people who like food.” That’s way too vague.
The clearer your “who,” the stronger your message. Here’s mine:
- Christian women in their 20s and 30s
- Women healing from toxic family dynamics
- Faith-filled creatives who want emotional, spiritual, and financial freedom
- Believers reconnecting with God through food, storytelling, and self-discovery
These are the women I speak to. They’re not “everybody.” But they are my people.
Why I Couldn’t Sell a Single Product
When I look back, the reason I couldn’t promote my Redbubble T-shirts or gain traction on my blog had nothing to do with the tech side of things. I knew how to post and upload.
What I didn’t know was who I was trying to reach.
I was promoting to everyone, which meant I was speaking to no one. There was no clarity. No connection. No message that resonated. Just noise.
How to Find Your Niche (for Real)
Finding your niche isn’t about choosing a random topic that’s “popular” or “profitable.” It’s about alignment. Purpose. Resonance.
Here’s how I recommend doing it:
- Look inward. What do you care about? What could you talk about for hours?
- Pay attention to patterns. What are people always asking you for help with?
- Audit your past. Your pain points are often your platform. Your healing is your content.
- Don’t force it. If it feels fake or overly strategic, it’ll burn out fast.
- Start creating. Clarity comes through action, not overthinking.
Promotion Without Direction = Wasted Energy
Once you’ve found your niche, you still need to understand how to reach your audience. This is where SEO, content strategy, and smart promotion come in.
Instead of blindly sharing links, I now:
- Do keyword research to understand what my people are searching for
- Hang out in the digital spaces they frequent (TikTok, Pinterest, Christian forums, etc.)
- Create blog posts and content that solve their problems or reflect their reality
- Optimise everything — titles, tags, descriptions — with purpose
It’s not just marketing. It’s ministry.
So, What’s Changed Since I Found My Niche?
Everything. My content is clearer. My voice is stronger. I’m no longer chasing trends — I’m building a community.
I don’t feel like a fraud when I post anymore, because I know I’m showing up for her — that woman on the other side of the screen who’s been praying for someone to speak her language.
She loves Jesus. She’s healing from family wounds. She’s learning to be soft again. She craves peace and clarity — and food that feeds both her body and her soul.
That’s who I’m building for. That’s who I’m writing to now.
Before You Start Another Side Hustle…
Let me leave you with this:
If you’re grinding day and night and nothing’s clicking, maybe the issue isn’t your work ethic. Maybe you’re just not aligned.
So ask yourself:
- What is my niche?
- Who do I actually want to help?
- What struggles do they face?
- Where are they hanging out?
- How can I serve them with what I know or have?
Get clear. Get specific. And for the love of SEO, stop trying to reach “everyone.”
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