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Today’s episode is short and sweet. It was inspired by something that came up in Prosperous Coach Club, my Facebook group.
Several new coaches were having trouble drilling down to a narrow and viable audience to serve because they didn’t want to exclude anyone.
I had that concern myself in my early days of coaching. I waffled and stayed general for far too long. I didn’t realize how much easier it would be if I did narrow my audience.
But as time passed and my income from coaching remained small I became keenly motivated to do anything I could — including things I was afraid to do — to change that.
With hindsight I know without a doubt that finally narrowing my audience catapulted me to success so that now I reliably attract ideal clients and earn well – even during the pandemic.
Now I fully understand that my choice to narrow was a strategic choice.
I’ve been talking a lot about strategy in my current podcast series Coaching Business Checkup. That series is all about assessing what pieces of strategy might be missing if you are having difficulty enrolling enough clients to quit your job and pay for your lifestyle.
4 Ways Strategic Choice Makes Your Coaching Life Easier
And because I’ve been a business coach for coaches for a long time I also know this. When you target an audience and discover their big problem then gear everything –messaging, offers, web copy, social posts – to speak directly to your audience 4 wonderful things click into place:
- You have clarity. It’s as if the fog lifts and you can now see your path.
- You grow confidence. You understand your value and believe in yourself.
- You know what to do. You have pinpointed focus and direction.
- You have leverage. Now everything you do builds momentum.
So, the best reason to narrow to one specific audience is to make your life easier.
Stand Out in the Crowd
Look, if all you want is a coaching client now and then and a bit of spending money, then you can afford to be a generalist.
But if you want your coaching business to be a going concern, as they say, and feed you and your family for years to come, then being a generalist and selling coaching won’t do that for you.
Why are you listening to my podcast? Because you’re a coach and this is specially designed to help coaches. I know coaching. I know business.
There are lots of other mentors helping any type of business owners out there. But isn’t extra helpful when someone understands exactly where you are and where you want to be and what’s in the way?
That is the power of narrowing and specializing.
You’ll Help More Coaching Clients
By choosing a narrow audience you are setting a powerful intention for your own good.
But the beauty is that your intention also makes it easier for serious prospects to find you. That’s another benefit for you but it’s also a benefit for your clients.
Don’t you want to help more people? If so, then make sure your voice, your topics attract attention. In this marketplace specificity is what snaps people to attention.
Specialize Doesn’t Exclude Anyone
And here’s what I also know because of hindsight. Focusing your niche on a specific audience doesn’t mean you can’t work with people outside of that audience. You can!
I’ve worked with all types of business owners over the years even though my website, my blogs, my podcasts are all focused on coaches.
So for ease and clarity your social posts, your content, your web copy and freebie should all be focused on supporting your specific audience. And that means it will speak to them. It will touch me. They will feel special and follow you.
And you’ll find it easier to create valuable content, to post on social channels and get engagement, to draw the right kind of prospects to your website. Because focusing makes all of that easier.
If you stay general or just focus on a coachey topic for your niche people won’t take you seriously. That’s the bottom line.
The more you stay broad, the less you’ll be noticed.
One More Way to Look at This
Are you still resisting this idea of narrowing?
Think of it this way … if you want to go on vacation but can’t decide where you’re going and how you’ll get there because there are soooo many choices and you don’t want to leave any out, chances are there will be no vacation for you.
You are stalled from something you really want.
And that same indecision is keeping you from having a successful coaching business. I lovingly challenge you to be strategic about your niche and everything your business. Take the risk to specialize and become known. You will love it and so will your clients!
In the Next Episode: 7 Ways to create a More Valuable Coaching Client Experience