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10 Comments

Can a niche be too nichey?

Will a newsletter covering a very narrow niche, be able to succeed?

I write on marketing in politics and governments (https://politicalstartup.substack.com/), but sometimes think that this niche is too restricted for it to work out.

What do you think?

posted to Icon for group Newsletter Crew
Newsletter Crew
on June 24, 2020
  1. 3

    I agree with 100% of @allison's answer.

    Notably, almost every time someone has asked me "is this niche too small" they - just like you! - are talking about an audience that is MASSIVE.

    I'd also consider rethinking what you think of when you imagine a "niche" and instead think about the worldview(s) that exist within your topic or category, and focus your energy there: https://stackingthebricks.com/niches-are-for-suckers/

    1. 2

      Thank you for your comment Alex. I like the 'expressing a worldview' goal rather than finding a niche, in order to attract the right kind of subscribers.

  2. 3

    I don't think the size of the niche overall matters. It's the level of value you bring to the people in your niche and your ability to access them. If your product provides so much value that your audience is willing to pay $100/mo for it, then you don't need as many customers.

    Looking at Political Startup, I don't think the audience is too small. Politics, lobbying, and activism are huge industries. And with today's political climate, more people are getting interested in these topics. I think the hardest part about running Political Startup would be accessing your audience. If your audience is "marketers who work in politics and government", I'm not sure how you would reach them. Are there keywords you can target for advertising? Are there places online where these people hang out? Perhaps thinking of a niche as an audience, as opposed to a general topic, would help you.

    1. 1

      Thank you for your well thought out comment allison. I agree that the hardest part here is about accessing the audience - there is no 'Hacker News for politics'. Although come to think of it that could be an idea in itself.

  3. 2

    called micro niche, follow revenue / expense rule, if revenue is greater than expense then it is not too-nichey.

    1. 1

      "if revenue is greater than expense then it is not too-nichey", thanks, never thought about it this way.

  4. 2

    Take a look at fellow IHer who started fantasycongress. No niche is too niche. With standardmeta i am targeting people in crypto who are NOT traders. So keep going.

    1. 1

      thanks for the suggestion Naveen! I will look into fantasycongress.

  5. 1

    The riches are in the niches.

    So, no?

    1. 1

      Thanks for your input InboxJohn, seems like you're in the minority here.

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