This episode is part of my Smart & Profitable Niche Series. Hey, I know I’ve been talking a lot of coaching niches in my podcast so far.
And I know that topic might make you groan … because it’s so hard to figure out on your own.
But let me clue you in to my strategy in focusing on this topic for a while.
- 93% of coaches struggle with choosing a smart & profitable niche. It’s a big issue.
Do you have to choose a coaching niche? No.
Some say let your niche find you.
You can just float around, stay a generalist,
coach all sorts of people about all sorts of topics.
I think that’s a good way to go if you
haven’t consciously chosen to become an entrepreneur. You’re just trying this
coaching skill set on. You don’t expect to earn much. You just love the
But if you want to leave your current job and
make coaching your job … if you’re serious about being your own boss and
being the director of your career why not give yourself all the advantages and
take the time to niche your coaching business in a smart and profitable way?
It’s a strategic approach, and an internal
shift as well, away from thinking like practitioner to becoming an
entrepreneur. Treating your business as a living entity that grows and changes
with you over time.
I’m about to illustrate the advantages that
come with focusing your business on a unique audience and niche. And notice how
one advantage leads to another.
One smart decision makes everything easier
and empowers you for long term success and exciting turning points in your
business and life that you can’t even imagine yet.
First a quick suggestion … if you are agonizing over your coaching niche fill out an application for FREE On Air Coaching.
The way On Air Coaching works is you and I have a private business coaching session that’s recorded and later that session is aired as an episode in this podcast series.
On Air Coaching is perfect for you if you are a trained coach who hasn’t yet landed your own profitable coaching niche.
It’s okay if you haven’t done anything yet to build your business.
It’s equally okay if you’ve tried one or more niches and, for whatever reason, it’s not working for you.
In our session I’ll ask you questions to uncover possibilities. We’ll identify a fantastic target audience for you, and brainstorm what they most want and how to apply your gifts and skills to help them get it.
Knowing your audience and niche will give you a profound sense of direction and focus for you coaching business.
So apply for On Air Coaching on my website at
I’d love to work with you.
Now let’s roll out this cascade of benefits you experience when you do choose a smart and profitable niche and focus your attention on one target audience:
#1 You Have a Solid Direction and Focus
I remember when I started coaching without a
niche how aimless and lost I felt. Every day was a head scratch. My brain
searching around for purchase. What should I do?
First, I went to friends and family to
convince them to hire me — the low hanging fruit. But those clients didn’t
stay long. And I didn’t have the heart to charge them much.
I also noticed how hard it was to get them to
focus. They brought weak agendas. There wasn’t a clear enough goal or a big
enough why. It was as if my lack of focus didn’t inspire them to commit to
serious process or changes.
I came away with some fluffy testimonials
about the value of my coaching but little sense of true impact.
After exhausting people I knew, I palpably
experienced that uncomfortable sensation of having to beat the bushes to flush
out potential clients.
My marketing was pitiful but I worked so hard
trying to interest people in coaching.
Having a solid niche replaced that aimless,
listless feeling with certainty and focus.
#2 Your Message Stands Out and Grabs Attention
It’s not easy to get attention these days.
Humans are more distracted than ever.
We flop around social media and websites in a
trance. The only thing that breaks that trance is relevance.
Have you noticed how much of the same message
is out there and how quickly you skip over it?
But when someone hits a hot button for you,
you snap to attention.
How do we as coaches hit the hot button in our messaging?
It’s not going to be by talking about
coaching. Because only coaches and wanna-be coaches pay attention to those
What is personally relevant to you is not
personally relevant to everyone.
Our brains in a constant state of overwhelm
only hone in on specific words, specific problems, specific desires that are
urgent to us.
When you focus your business around a smart
niche with a unique target audience suddenly you’re able to speak with
relevance about what those people care about.
Relevance is how your message gets noticed,
#3 You Know What to Do Each Day
Because you’ve focused your attention on a
unique target audience and found out their urgent challenges and desires, the
spotlight comes off of you onto them.
And suddenly, marketing is no longer the big
You know what to do.
And if you need help learning what to do, the
money you spend on training applies now, because you are 100% clear about your
audience and niche.
Suddenly, you have the understanding about where
to go to find these people and the courage to speak in a way that attracts them.
You know what they want. You understand their
problems. You know more about why they invest in their transformation.
And you’re no longer throwing out random messaging
and offers like spaghetti and hoping it will stick.
#4 Your Marketing Efforts Are Leveraged (So You Can Market Less)
Over time your consistent messaging and
strategic approach gains power and momentum.
Attention becomes interest and interest
#5 You Become Known and Trusted By a Community of Engaged People
Trust turns engagement into investment … in
#6 You Get More Client Referrals
Because you’ve geared your offers to fit your
audience’s challenges and goals, your coaching produces more than just warm
Your clients are getting tangible results.
The kind of results you can put into a testimonial on your website.
They will refer other people in the tribe to you. Not just a casual referral but a specific testimonial about how your program helped them.
#7 Prospects Seek You Out Already Pre-sold on Hiring You
You’re known, liked and trusted. You’re on
the inside of your target audience now.
They Google and find you.
And when they arrive on your website they’ll
go directly to your Work With page wanting to hire you.
#8 You Know How to Enroll Without Being Salesy
Enrolling is easy now. There’s no convincing. There’s just a connective conversation that helps ideal prospects to “YES”!
#9 You Command Higher Fees
You’re a leader now. A sought after guide.
Before you tell them your fees they know it
will be a significant investment in their growth and they’re ready to leap.
#10 It’s Easier to Create Irresistible Products & Programs
With your experience coaching one target
audience who have a set of unique challenges and goals, you grow expertise
And it’s easy to turn that expertise into
workshops, masterminds, retreats and online products.
Write the book. Launch the podcast. Grow!
#11 Big Opportunities Find You
The natural result of your commitment and
focus on one smart niche and narrow audience is invitations
Invitation to speak. Nominations to lead a
It’s surprise time. Your Magic is fully
awakened and alive.
I’ve had clients who because they stood out
in the crowd were provided platforms to get their word out in a massive way or
offered jobs in coaching firms or brought internally into an organization to
coach the organization.
Those opportunities don’t show up if you’re a
tiny voice in a sea of voices all saying the same basic thing.
#12 You Build a Legacy Business
Coaches have been sponsored, televised and
awarded all because they had the courage to niche, specialize and become an
advocate for one narrow audience.
Coaches contribute to their families and their
communities in major ways.
Some coaches build a business that employs
dozens or hundreds. A business that can be sold for a windfall.
It all starts with a smart & profitable
Mentioned in This Episode
My next episode is W/hy Do Some Coaching Niches Fail?