Ep 99 – What Coaching Clients Want Versus What You Think They Need

Subscribe to the Prosperous Coach Podcast

via Email  |  iTunes  |  Stitcher  |  Google Podcasts

Join the Prosperous Coach Club on Facebook

Show Notes

This episode is short and part of the series called Smart & Profitable Coaching Niches. If you’re new to this podcast and struggling to determine a strategic coaching niche, this series is for you. Check out all the episodes in this series at prosperouscoach.com/niche.

There’s something I hear nearly all new coaches say … they say “there’s a real need for that niche” or “that audience really needs help with this”. If I’m their business coach I encourage them to think differently.

Shift from Tracking Needs to Tracking Wants

In the world of attraction, wants are more compelling than needs with few exceptions. So instead of thinking about a person’s or a group’s needs, think instead about their wants – the desire that compel them to action.

All people have needs. And as newly trained coaches we have a heightened sense of this.

But not all people are seekers — people who do invest in their own personal or professional growth. Seekers are people with urgent WANTS. They want something and they are willing to pay well for help to achieve it.

Coaches are seekers. But that’s just an example to help you realize what a seeker is about. I don’t recommend new coaches target other coaches as clients. It’s a much over marketed to audience.

You want an audience that helps you stand out in the crowd of coaches and other people trying to attract attention.

So choosing a niche starts with choosing a viable audience — one that’s full of seekers, is narrow enough to help you stand out and has a BIG problem they WANT to solve.

It may seem like semantics or that I’m splitting hairs but bear with me …

A seeker tends to be social in the sense that they care about people and want to effect positive change in the lives of others. A seeker likes to grow and develop from the inside out. They place a high value on personal evolution – becoming better is some way such as more intelligent, more successful, more aware, more intuitive, more authentic … happier.

Seekers tend to look outside themselves for teachers, helpers, support systems and guides to what they WANT. That’s you. You could be their support system on the way to what they most want.

So if you think – “Aha, there’s a need. I could fill that need!” You may be leading yourself astray. Because needs often run in the background and don’t drive a person to seek.

It’s the big desires that drive a person to seek and invest.

I’m not sure who said this but you may have heard it and it applies:

Sell them what they want and give them what they need.


Your marketing – which includes all of your messaging, your content, your website, your  emails, your social posts – will go further to attract attention if they hit squarely on what a group WANTS rather than what they need.

That doesn’t mean that needs don’t play into the decision to hire you. But first and consistently focus on the big wants – the ultimate desires.