Finding your niche is what allows you to build momentum, create trust, and position yourself as the expert for a specific group of people with a specific set of problems.
Let me guess: You’ve got decades of life experience, you’ve probably worked a few careers, and now you’re ready to launch your own thing. Maybe it’s coaching. Maybe consulting. Maybe a product or service you finally have the time and passion to bring to life.
And now that you’re officially a solopreneur, you’re hearing a lot of buzz about finding your niche. But every time you try to pin it down, your brain does somersaults.
You’re not alone. Here’s what I hear from almost every new solopreneur I help in this season of life:
“I know I have a lot to offer. But I feel all over the place.” “I can’t figure out what makes me different.” “I’m worried I’ll sound like everyone else.”
You’ve got too many ideas. You could help so many people. You don’t want to box yourself in. And yet, deep down, you know this scattered energy isn’t sustainable. It makes it hard to explain what you do. Harder to market yourself. And it definitely makes it harder to get clients.
The good news? You don’t need to niche down to something ultra-narrow like “email marketing for mushroom farmers in the Midwest.” You do need clarity about two things: who you serve and how you help them, in a way that’s relevant, compelling, and aligned with who you are.
Why finding your niche feels hard after 50
It’s not because you’re indecisive. It’s because you’re multi-talented. You’ve likely spent your career being the go-to person for everything from team leadership to systems implementation to saving a major client relationship at the last second. When you’re used to being adaptable, it feels counterintuitive –maybe even a little risky –to zoom in on just one group of people or one type of service.
But here’s the key: your niche isn’t a limitation. It’s your lane. Finding your niche is what allows you to build momentum, create trust, and position yourself as the expert for a specific group of people with a specific set of problems.
That’s where standing out begins. Not by doing more. But by getting known for one powerful thing.
What a niche actually is (and what it’s not)
Let’s cut through the noise. A niche is not just your industry. It’s not just your job title, either. Your niche is the intersection of:
- Who you serve
- What problem you solve for them
- How you do it differently or better than others
Think of it like this: your niche is the story your ideal client tells themselves about why you are the right person to help them, because you “get it,” because you’ve been there, because your approach fits their style, or because your results speak for themselves.
Finding your niche is not just about demographics. It’s about empathy, insight, and value.
You’re not starting from scratch. You’re starting from experience.
First, let’s acknowledge something that gives you a serious edge: You’re not 23 and guessing at your strengths. You’ve seen what works and what doesn’t. You’ve been the one people go to when they need X. You’ve been the “glue,” the “go-to,” the “rock,” and those aren’t just compliments. They’re clues.
To find your niche, start by asking yourself these questions:
- Who have I already helped, and what was the outcome?
- What kinds of problems do people naturally come to me for?
- What work makes me feel energized, not just accomplished?
- What patterns do I see in the impact I’ve had across roles?
You’re looking for evidence in your real life. Forget trendy business jargon. Think about that client who said, “I don’t know how you do it, but you always make things feel simple.” Or the colleague who said, “You’re the only one who actually gets what I’m trying to do.”
That’s where your value proposition lives. Not in trying to mimic someone else’s success formula.
Your ideal niche is often a past version of yourself. If you struggled through a career change, retirement, health scare, reinvention, there’s probably someone out there right now who’s where you used to be. And they’re looking for someone who gets it.
Finding your niche takes just a few simple steps.
Step 1: Find your people (and their pain points)
Your niche needs to be rooted in reality. It doesn’t matter how good you are if you’re not speaking to a real problem your audience wants to solve.
This means listening more than talking.
Spend time where your potential clients hang out. Are they posting in LinkedIn groups? Subscribing to newsletters? Talking on industry forums? What are they complaining about? What are they trying, and failing, to solve?
Look for language. What exact words do they use to describe their frustration? “I’m overwhelmed by marketing,” or “I feel invisible in my industry,” or “I’m so tired of chasing clients who ghost me”?
This is marketing gold. When you mirror their language and offer a solution, you create instant resonance.
Step 2: Get obsessed with their problem
Once you know who, get crystal clear on what they’re struggling with.
What keeps them up at night? What’s the big frustration? What do they secretly wish someone would just help them figure out?
You don’t need to solve every problem they have. Just one that matters.
If you can describe their struggle better than they can, they’ll automatically assume you have the solution.
So don’t just say, “I help women over 50 with wellness.” Say, “I help women over 50 who feel like their body is betraying them take back control of their energy, sleep, and self-trust.”
See the difference?
Step 3: Define what makes you different
This is your unique value proposition, what sets you apart from everyone else doing something similar.
It often comes down to three things:
- Your background. What personal or professional experience gives you credibility and a fresh angle?
- Your personality. Are you no-nonsense and practical? Warm and nurturing? High-energy and bold?
- Your method. Do you take people through a clear step-by-step process? Do you blend unexpected skills (like, say, meditation + strategy)?
People don’t just buy what you do. They buy how you do it, and who you are while doing it.
So embrace what makes you you. Don’t try to sound like the 30-year-old Instagram coach or the polished LinkedIn consultant. Your age is not a liability, it’s an asset. You bring perspective, patience, and depth. That’s rare.
Step 4: Test the waters
Don’t feel like you have to get it perfect before you put yourself out there. Clarity comes from action, not overthinking.
Start telling people what you do, in specific terms. Share content. Have conversations. Pay attention to what resonates and what falls flat.
Refine as you go.
Think of your niche as a living thing. It can evolve. But you can’t steer a parked car. Get moving, even if it feels imperfect.
What to do when imposter syndrome creeps in
You may be wondering, “But is this niche big enough?” Or worse: “Am I really qualified to claim this space?”
Let me stop you right there.
You’re not here to prove yourself. You’ve already done the work. Your 30+ years of experience, intuition, and wisdom are not liabilities, they’re your proof, your brand advantage. Most younger entrepreneurs are still learning what you’ve already mastered. What they don’t have is your depth of insight and expertise, pattern recognition, or confidence under pressure.
The only thing you need to do now is trust that narrowing your focus doesn’t limit your potential. It unleashes it.
One more thing: You’re not behind
If you’re feeling like, “I should’ve figured this out by now,” take a breath.
You are exactly where you need to be. And you bring something to the table that a 25-year-old just can’t. You’ve got life wisdom. You know what matters. You’re not chasing shiny objects. You’re here to make a difference.
So don’t let confusion in finding your niche keep you stuck. Clarity isn’t a lightning bolt. It’s a decision.
Pick someone to serve. Pick a problem to solve. And, be willing to show up imperfectly. That’s how you stand out.
Just remember, you don’t have to appeal to everyone. You just have to matter to someone.
Ready to claim your niche?
If you want help finding your niche or unique value proposition, reach out. Sometimes it just takes a second set of eyes to see what’s already there. Reserve your expert session today!
You’re not starting from scratch. You’re starting from experience. Let’s build on that.