Carve out a corner of your niche and own it

I  don’t know about you, but I used to struggle to focus. Or, at least, I thought I did.

The truth is, I’ve always focused just fine… when I picked something to focus on. 

Lego stormtroopers in a row. One leaning forward

Stop being samey and start being you!

My problem, more often than not, was distractions. Deciding what came first. Setting a priority.

So how did I fix this? Well, I do the goal-setting and prioritisation exercises I get my Inner Circle Members to do, for a start. And I don’t do them just once; I do them often, because things change often.

I also use a paper journal that works brilliantly (although I think I can improve it, so I’m working on my own version of this – it’ll be availble sometime in the New Year, so keep your eyes peeled).

Then a mate of mine put me onto Togl. I’m looking at it because the website intrigued me. I’ve no idea if I’ll actually use it or not, but I reckon it’s very useful for the type of person who likes online stuff.

What struck me about them, though, was how they’ve taken a little corner of a very crowded and noisy niche – productivity – and made it their own. There are a bazillion productivity and time-tracking apps and gadgets out there, and they all do a similar thing when you get right down to it.

Togl, though, stood out for me because they kept things simple. That’s their USP: the ultimate timer – insanely simple. Stripped down. Bare. No fancy spreadsheets or confusing options; just a time-tracking app that creates reports. You can put things in projects or manage teams, but it’s all simple.

And they call their users Togglers, which I just love because I like silly names for things.

Could they do more with it? Yes I think so. And there is more to it than that – the website works very well, it’s single-minded, and you know what the company stands for straight away from the whole look, feel, and written word of the thing.

It’s not particularly exciting – it’s time-tracking, after all – but they’ve made it their own.

And that’s the thing: your USP doesn’t have to be earth-shatteringly exciting. It just has to not be boring. Humdrum. Mundane. Because nobody wants to be humdrum and nobody wants to work with humdrum.

You’re not boring, humdrum, or mundane… but what’s your marketing saying about you? Really?

I got a bit of a shock a few years when I took a cold, hard look at my own marketing and saw the same blah blah every other copywriter out there uses… and that was my catalyst for action. I was boring! Or at least, I looked that way from the outside. But I knew I wasn’t, because my clients told me so.

So I stopped being samey and started being me.

Do you know what’s interesting? When you start being yourself, you will attract the customers your really want. So it’s win win!

Still feeling stuck? I’ve got just the thing: my book, Business For Superheroes. It charts my own struggles to find out what works in business and what doesn’t, so you don’t have to make the same mistakes. You can – and should – buy yourself a copy here. 



Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.

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