They say the riches are in the niches.

This is true in every industry, whether you’re B2C or B2B. When you specialize, you know where to market and word of mouth gets easier. Sales, retention, and referrals get stronger when people know exactly who you serve and what problem you solve.

The tighter the niche, the easier it is to make a name for yourself.

In Issue 13,

I mentioned the barbershop that specializes in cutting kids. There are 8 other barbershops in the neighborhood, but if someone tells me their 8-year-old son needs a haircut, I’m going to refer them to Under Kut because it’s easy to remember them.

A single mom may not won't to go to a traditional barbershop. Plus, parents like to go where they can get in and out and on with their day and the barber is especially patient with the children so parents can let the barber handle the situation.

When you have a niche, it’s easy for others to know when to think of you.

However, it can be difficult to know how to find your niche. In this issue, I’ll tell you the simplest way to niche down.

In each system, I’ll touch on:

• Mental Health System: I’ll talk about the difficulty you may have with finding your niche or even believing that niching down is right for your business.
• Money System: I’ll talk about why not having a niche can create money gaps and what you may be doing to fix the problem that might not be working.
• Business System: I’ll give you a simple process for thinking about your niche by looking at three things: the problem you solve, who has that problem the most, and what it costs them to leave it unaddressed.

I’ll use examples to help you apply this to your specific situation. And if you want more access and don’t want to work alone, you can join the Network and even book a private session with me.

Mental Health System

Have you ever thought about finding your niche?

The thought of it can be daunting, and it can make you feel like you’re missing out on something. Many barbers are afraid of niching down because they think they are leaving money on the table or excluding people.

While I’m sure there is a case where this could be true, the truth is that a niche can speed up your money, make it flow to you, and keep the flow going.

Without a niche, you leave room for money gaps and you commoditize yourself.

There are over 100,000 barbers in the world...

...but how many of them specialize in cutting medical professionals, women with alopecia, military personnel, or shift workers? If you know one that does, I bet they immediately came to mind.

That doesn’t mean the barber who specializes in medical professionals won’t cut a police officer’s hair. It means more medical professionals will refer their colleagues. It also means anyone who knows this barber will feel comfortable referring because they know who he services.

Do people know who to send to you?

Everyone who knows you are a barber probably knows at least one or two other barbers. Why would they refer someone to you over the other barbers they know?

They refer based on the person’s need. What problem do you solve or need do you fulfill for your clients besides cutting their hair. Every barber can do that.

You may be afraid to declare a niche because you think it means people will not choose you. Really, it means people will know when to choose you because you will come to mind with ease.

Maybe you’re not afraid to declare a niche, but you’re confused about how to find it. If you’re not afraid, then today is the day you start finding your niche.

Your action this week:

Give some thought to these questions and answer them for yourself:

• What do many of my clients have in common?
• More importantly, what do my favorite clients have in common?
• What problem do I often solve for clients?

I worked with a cosmetologist who specializes in women going through menopause because they have specific needs as it relates to maintaining a hairstyle.

That is a niche built around a real problem.

What you feel is valid, but if it is holding you back, it’s time to adjust it. Put your feelings aside long enough to answer the questions. Your niche may be closer than you think.

Money System

Where do you market?

Social media? Print media? Television? Your church bulletin?

Wherever you send your marketing dollars, you could get more bang for your buck if you had a memorable niche.

If you have been using online and offline marketing channels but you’re not sure if they are working, having a niche could solve this problem.

Your niche tells you where to buy your print media, when to run that television commercial, and how to tighten your marketing copy.

If a barber's niche is medical professionals then the place to advertise would be clinics, professional journals, hospitals, even medical schools. The barber could even start a community addressing some of the mental pressures medical professionals need to escape from.

That digital product could work as a lead generator, as well as a resource that keeps clients engaged between cuts while reminding them to come back. 

Making more money is about solving a problem and being loud about being the problem solver.

The richest barbers aren’t usually the ones with the best cuts. You will find average barbers fully booked because they are good at marketing. Your niche tells you how to fill your chair.

If you’ve ever been confused about how to market, where to market, or whether your marketing is working, try declaring a niche and see how your marketing becomes clearer to both you and your target audience.

If you know your niche you'll also know:

• How much to charge
• What location is best
• What hours are best
• What add on services are important

And even what amenities would make your service more memorable.

Business System

There is a framework you can use to find your niche, and when you do, it creates a business system that is more predictable and repeatable.

Here's what you need to think about to use the framework:

What problem do I solve?

Who has that problem the most?

What does it cost them to leave that problem unaddressed?

Earlier, I told you to think about your clientele and ask yourself a few questions: what do your clients have in common, and what problem are you often solving for them?

Starting with the problem can make this process easier. You might already have a niche. Now you just need to get more intentional about it.

Do you specialize in a cut that many barbers can’t get right or take too long to complete? Do you serve people who need to be in and out fast? Do you create an experience for people who want detail, quiet, privacy, or stress relief?

Here are a few problems you can think about solving:

• Fast service
• Precise cuts
• Budget-friendly grooming
• Detailed grooming
• Stress relief
• Convenient location
• Private experience

Maybe you cut for those who are short on time.

Maybe you cut for people in a specific office building.

Maybe you cut for clients who can’t leave their location.

Maybe you cut for people with a smaller amount of money.

Maybe you cut for people who love to be pampered.

Or cut for people who don’t feel comfortable in a traditional barbershop.

Can you imagine if a flamboyant gay man had to walk into a barbershop where sports and muscle cars were the whole theme? He may not feel comfortable or even safe there. He may feel like he will be made fun of or misunderstood.

But if there was a barber who specialized in creating a comfortable grooming experience for people like him, it would be easy to go there and refer others with the same fear.

This doesn’t mean that barber would never cut a man who likes sports and muscle cars. It means the barber has made a name for theirself.

And when someone knows your name, they do your marketing for you.

The moral of this story is simple: you save your marketing dollars and get more from your marketing dollars by finding your niche.

When I was in Dubai earlier this year, I met a barber whose niche was local Emiratis.

Dubai has become oversaturated with expats, and that can make some locals uncomfortable. Some feel out of place even though they are from the UAE.

He solves that problem by creating a space that feels familiar. He knows what tea to serve, what fragrances to use, and what the decor should look like because he knows what his niche values. When one Emirati finds him, he tells the others.

I met another barber who specializes in privacy.

He charges $250 for a cut, which is low considering he travels to the client, sets up, cuts their hair with care, listens to their stories, breaks everything down, and leaves the place as clean as it was when he arrived.

His client does not have to sit in a crowded barbershop or walk into a suite where people might see him and ask for an autograph, a favor, or access because of his position and notoriety.

That is the business system: solve a specific problem for the people who feel it most, and understand what it costs them when that problem stays unsolved.

For one client, the cost is feeling like a stranger in a city that is home. For the other, it is losing privacy, energy, and peace before the haircut even starts.

Inside the Prosperous Barber Network

I'm building the world's largest global barber network offering mental health and money systems. It's called The Prosperous Barber Network.

There are lots of resources inside, and you get to connect with me.

I didn’t create a worksheet for finding your niche, but it is certainly something we can talk about in the Network.

However, I did create a pricing worksheet, and when you join the Network, you'll also get a pricing calculator that will add up your numbers for you instead of you having to do the math yourself.

Today’s topic is important because having a niche will make it easier to find the right price. When you know the economic status of your niche, you know how far up you can comfortably go.

We talk about all this in more detail in the Prosperous Barber Network.

It’s for experienced barbers who already have a working business and want to build onto it with more structure so they can enjoy life today while saving for a comfortable future.

Remember, this is not about starting from scratch. It is about taking the skill, trust, knowledge, and client experience you already have and turning more of it into systems that bring you "All Day Money."

By the way, Read Issue 4: All Day Money

Then you'll see why you should join. Inside the Network, you get immediate access to:

Visualize Your Prosperous Life This Async Session is a powerful exercise that will help you see your true desires personally and professionally without anything in the way.

Chair Sessions 101 A downloadable ebook giving you the exact framework you need to control the conversations you have with clients so you don't take on their stress and feel weighed down at the end of the day.

Discussion Topic One discussion topic each week with other barbers helping you take action toward your vision. I'll be there too.

The Stress and Money Series This bonus comes with your membership. It is a YouTube series that addresses the specific stress that barbers experience. I put it inside the Network so you can refer back to it easily when you need inspiration or education.

You may have already started the series on YouTube, and that's how you got here. If so, Way to Grow! You're in the right place.

This is for barbers who are committed to building systems for their business that bring them All Day Money, but don't want to do it alone.

It is for barbers and shop owners who want to build with support, rhythm, and community.

Join the Prosperous Barber Network Founding Beta.

Did You Know?

Some barbers have built a name for themselves by specializing in clients who need more than a clean cut.

One example is a barber who focuses on children with sensory needs. For some children, the sound of clippers, the feel of the cape, the smell of products, or sitting still in a busy shop can be overwhelming. For the parent, a simple haircut can become stressful before they even walk through the door.

But when a barber understands that specific problem, everything changes.

The haircut is no longer just a haircut. The barber may adjust the environment, move slower, explain each step, give the child breaks, or create a space where both the child and the parent feel safe.

That is a niche.

The problem is clear. The people who have the problem are clear. And the cost of leaving it unaddressed is clear too: stress, embarrassment, delayed haircuts, and parents not knowing where to go.

When a barber becomes known for solving that kind of problem, referrals become easier. Parents talk. Families remember. Communities pay attention.

Your niche does not have to be complicated. It has to be specific enough for people to know when to think of you.

When you have a niche you stand out.

From the Chair

In between clients, take time to lower your stress using one of the mental health tools I offer.

Also, start to think about what you can do to get your business to the right price if you find you're not already there. You do not have to jump to the highest price in your market overnight, but you do have to stop pretending low prices are not costing you something.

If you want to build with us, the Prosperous Barber Network Founding Beta is open now.

Join the Prosperous Barber Network Founding Beta.

I'll see you sooner. Love you muchly!

Kiné

P.S. Send this issue to a barber you respect. Tell them to click here to subscribe.