Before we went to San Sebastian to celebrate our 40th Wedding Anniversary, my husband Geoff, who’s a big foodie, did a lot of research.

Lunch in this Basque city in Northern Spain is a fun experience. You wander from bar to bar choosing a couple of pintxos (small bites) which are temptingly displayed on the counter, before moving on to the next bar that takes your fancy.

During Geoff’s research he came across La Vina, a pintxo bar famous for their Basque Burnt Cheesecake. He even found the recipe, so having made it we had to visit just to see if his was as good as theirs!

The shelves were creaking with this delicious desert, which you could enjoy with a cup of coffee. They were clearly expecting many customers throughout the day.

We had a similar experience with Bar Nestor. We first heard about this pintxo bar in Fred Siriex’s TV series, Remarkable Places to Eat. In series 4 Chef Nisha Katona takes Fred there to discover the secrets of the perfect tortilla. So, we had to visit too.

Unfortunately, we forgot that you need to arrive at midday to put your name on the list for a slice of this famous tortilla, and by the time we got there they’d run out. Nothing like a bit of scarcity to make this popular dish even more sort after! At least we now have a good excuse to return to San Sebastian another day.

So, what can we learn about niching from La Vina and Bar Nestor?

  • Both stand out from all the many other pintxo bars, because they offer something specific. The others all present the same broad range of pintxos.
  • They have perfected their one dish, because they’ve made it over and over again.
  • They are well known for their speciality, which attracts even more customers who are happy to queue and wait rather than go somewhere else for similar.

As well as their one dish, both bars also offer a limited selection of pintxos, giving them the opportunity to sell even more to their customers.

How can you apply the same focus in your business to attract a flow of dream clients?

What one ‘thing’ would you love to be known for?

Something that delivers great value to your clients, because it resolves a burning issue or delivers excellent results and helps them progress, advance and achieve their dreams.

You’re probably offering that ‘one thing’ already, but is it the focus in your marketing messages?

Are you well known for your ‘one thing’?

Does your network think of you immediately as the person to recommend, because they trust that you are the best at that ‘one thing’?

Being known for your ‘one thing’ can be just the start of a beautiful relationship with your clients. Once they’ve experienced working with you, they’ll be asking, “how can you help me next?” Just as Bar Nestor and La Vina have other dishes on their menu to tempt and enjoy.

Being known for ‘one thing’ is just one idea of how niching could work for you.

There are others ways to develop a niche, which I’ll be sharing in my free workshop – First Steps to Niching – on 9th May, 12pm – 1pm on Zoom.

If you’re nervous about niching, not sure if you’re ready or not sure where to start, but would like to attract more dream clients, then this one hour workshop will help you find the answers and give you the inspiration and confidence to develop your niche.

FREE First Steps to Niching – Sign up NOW

If you can’t make it on 9th May, don’t worry, sign up and I’ll send you the recording.

By the way, we reckon Geoff’s attempt at the Basque Burnt Cheesecake came pretty close to the original!