Trying to niche down isn’t easy, especially for creative “idea guys.” You might be skeptical if the old adage is true: “Are the riches really in the niches?”
A “niche” is just a fancy word for focus. It’s not about being exclusive for the sake of it—it’s about zeroing in on a specific slice of the market that’s underserved, hungry, and ready for what you offer.
Whatever you’re building—a podcast, a book, a brand—you’re up against a noisy world. Everyone’s creating something. The key question is: Why would someone pick yours?
Why You Need to Niche Down
Let’s cut to the chase: riches are in the niches. That’s not just a clever phrase—it’s a practical strategy for standing out. If you try to appeal to everyone, you end up resonating with no one. But when you choose a niche, you get specific, and that makes you magnetic to the right people.
Think about it. If you’re launching a podcast, would you rather be just another “Christian podcast”—or the go-to show for Christian creatives who love fantasy fiction? Maybe the perfect show for Christians fed with with That kind of specificity builds loyalty fast.
And this isn’t just theory. Harvard professor Michael Porter, one of the big thinkers in competitive business, laid out a handy system for thinking through these ideas. You’ve basically got two potential areas of scope:
- Try to lead the entire market (which takes tons of resources and reach), or
- Focus on a narrow segment and serve it better than anyone else.
Unless you’ve got unlimited money and connections, the second option is where your real shot lies. But market domination to narrow focus isn’t the only spectrum to be concerned with. You also have to consider your uniqueness—your differentiation—and your cost. Put all together, Porter’s model suggests 4 potential strategies to compete in business.
Here’s how he breaks it down:
- Differentiation Focus: Be unique in a small, specific niche.
- Cost Focus: Offer something similar to others but cheaper within that niche.
- Differentiation Leadership: Be the best and most unique across the whole industry (tough for most creators).
- Cost Leadership: Be the cheapest option in the entire space (again, not likely for solo creatives who want to make money).
So if you’re a writer, podcaster, or business owner, your sweet spot is hands-down differentiation focus. No contest. In plain terms: Be different, and serve a very specific group.
Why “Riches Are in the Niches” Isn’t Just a Catchphrase
At first, niching down might feel like you’re leaving people out. Especially for creators with a mission—like Christian entrepreneurs or authors—it can seem like narrowing your audience goes against your calling. I struggled with that thinking for years.
But it actually makes your message stronger. Even Jesus focused his energy on a core group (his disciples), who then took that message global. He spoke in ways his audience could understand, whether they were fishermen, farmers, or everyday folks. That’s a smart niche strategy.
Here’s why niches are awesome:
1. It’s easier to stand out.
You don’t need to be the best in the world—just the best in your corner of it. Want to write a vampire novel? Good luck beating the big names. Want to write a Christian vampire-cowboy novel for teens? Now you’ve got something specific. Something memorable. Assuming someone in the world DOES enjoy that sort of content…
2. You understand your audience better.
If you try to please everyone, your message gets watered down. When you niche down, you learn the exact struggles, questions, and needs of your ideal person—and you serve them deeply. A software build for mid-sizes churches could have a lot of impact because that group has very specific problems and needs.
3. Specialization builds trust and authority.
Focus brings clarity. Clarity builds trust. A podcast that talks only about faith and true crime will attract a loyal audience faster than one trying to cover everything. And you’ll be the go-to expert on your niche topic.
How to Niche Down
Now for the practical part: how do you actually find and commit to a niche? This is the hard part! But it’s possible.
Start here:
1. Combine two areas of interest.
What happens when you blend two passions? You create something fresh. Like a podcast that explores theology through sci-fi. Or a book that mixes parenting advice with Bible study for single moms. You likely won’t be the only one interested in that combo—there’s a community waiting to find you, I promise.
2. Define your ideal audience.
Get specific. Who are they? What stage of life are they in? What do they believe, struggle with, or wish someone would talk about? Picture one person. Create with them in mind. Write for them. Market to them. That clarity will shape everything you create.
For example, my ideal client is a Christian author who has written one book and feels overwhelmed by marketing. They’re ready to invest but don’t know where to start. That clear picture guides my entire strategy: I know I can get them booked on some Christian podcasts.
3. Find the gaps.
What’s missing in your space? Do some digging. Look at what’s popular on Amazon, ask your followers what they’re not finding, or scan podcast categories for untapped ideas. If there’s an itch nobody’s scratching, that’s your perfect opportunity.
When I wrote Who We Are: Seven Christian Identities to Shape Your Life, I targeted Christian college students wrestling with identity—something I didn’t see covered well at the time. It filled a real need.
Final Thoughts
Here’s the truth: most of us won’t be the next viral sensation. We probably won’t top the charts or land a Netflix deal or become millionaires overnight. But we can be the go-to voice for a specific group of people who need exactly what we have to offer.
So if you’re serious about making an impact—and earning real income from your creative work—then you need to niche.
Because in the end, the riches are in the niches.
Jake Doberenz is a writer, teacher, minister, and creative thinker from Oklahoma City, OK. He is the Founder and President of Theophany Media. Additionally, he ministers at the Mayfair Church of Christ and teaches middle school debate at The Academy of Classical Christian Studies in Oklahoma City. Jake is almost done with his Master of Theological Studies at Oklahoma Christian University, the same place he recieved an undergraduate degree in Biblical Studies with a minor in Communication Studies.