Deeper, Not Wider: 3 Unexpected Ways to Niche Down Artwork

Small Business Casual

Where small business meets your favorite pair of slippers.

A little quirky, not too buttoned up, one less accessory, ahhh… just right.

Welcome to Small Business Casual, where we focus on designing sustainable, cozy, and thriving businesses tailored to your LIFE. Not the other way around!

From general business and marketing to making sense of the behind-the-scenes chaos, I’m Emily Aborn, your host and Small Business Copywriter!

I’m here to walk alongside you as we make running our businesses less of a roller coaster and more like a scenic train ride (don't forget the snacks!).

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Small Business Casual

Deeper, Not Wider: 3 Unexpected Ways to Niche Down

January 06, 2026 • Emily Aborn

Text Emily!

To Niche or not to Niche? It’s the question more often than we’d probably like it to be.

That's the case for me anyway (no one puts THIS baby in a corner!)

In this episode, we’ll get into three unexpected ways to define your niche and, of course, how to do it YOUR way.

Is it pronounced, "neesh" or "nitch"?
What is a niche, really?
What can a niche provide your business with? How can you grow by niching DOWN?
How to niche by who you're not for
Niching by transformation
Niching by how you show up
9 More slightly unconventional ways to niche down
And more!

Individuals & Links Mentioned

Vinnie Potestivo on LinkedIn

Ande Lyon's Don't Be Caged By Your Age Podcast

Stephanie McLaughlin's The Big Four-Oh! Podcast

Amy Bolduc's Grounded in Maine Podcast

About Me!

I’m Emily Aborn, a Small Business Copywriter and host of Small Business Casual. I help small businesses grow with marketing that makes a distinct imprint. I take a big picture approach and genuine connection as I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence.

Email: emily@emilyaborn.com