This episode is a refresher about what components are needed for a strategic coaching niche — one that will bring you clients who are inspired to invest and engage fully.
Look, I know this whole niche thing is aggravating. And that’s because it’s complex and it takes a few mindset shifts to approach this decision intelligently.
Simplifying this complex thing is my super power. I help coaches strategically develop a smart and profitable coaching niche and build their entire business foundation around that.
That’s my niche because I’ve seen too many coaches throw up a coaching business, website and all, without thinking it all the way through. And then the business only works well enough to keep you struggling but not to earn well.
Partially creating a niche is like building a new house without a foundation.
Think about it. If the foundation is good, the house is solid and secure. It will last. If the foundation is non-existent or poor, the house is not long for this world. It’s flimsy.
You may know that flimsy feeling in your coaching business but not know what to do about it.
That flimsy feeling is like this … you don’t know exactly what to do every day to attract clients that pay you well.
Your Coaching Niche Idea is Not Quite Enough
When you finished coach training you may have had the seed of a good idea in mind for your niche. But you might have stopped short of fortifying it with the essential parts.
You might have felt romantic about your idea and become attached to the vagueness of it then just put up your website and started posting.
That vagueness is keeping you from earning well.
Most coaches who hire me have a good idea that’s not fully formed. They tried to make it work and it was only somewhat successful.
They are dancing on the edge of success.
I can see in that seed something valuable. And I can clearly see that it’s missing the parts that would take this good idea into the concrete world so it sustains them.
Most Coaches Only Choose a Track
Some people say that a coaching niche is the area you focus on, for example:
- Health and Wellness
- Business or entrepreneurship
- Executive or Corporate Leadership
See, to me, these are not quite niches. They are coaching tracks — a seed of an idea. You might have taken coach training in one of these areas and that training WILL be very valuable to you and your clients.
However, alone that is not a strategic niche.
A coaching track is a direction but not a destination.
If you’ve only gone so far as to choose a coaching track it won’t likely bring you a good income for 2 reasons:
- Because it’s selling coaching and people don’t often know they want coaching so the coach then has the hard job of having to convince people they want coaching.
- And also because a track is missing the specific and compelling things that would attract clients who are inspired to invest well.
Few people buy coaching for the sake of being coached. If you haven’t heard it yet, episode 7 was about this called Why Coaching is a Hard Sell.
But specific groups of people will invest in intelligent support to overcome their specific urgent problems so they can reach their most desired specific goals. A whole lot more specificity is needed.
Specialize in a Deeper Way for a Better Coaching Niche
To make one of those tracks I mentioned work, you need to further specialize:
- Specialize in a specific narrow audience.
- Specialize in a specific outcome they struggle to achieve.
And don’t just leave it there. Do research. Find out exactly what their most acute challenges are on the way to that specific goal. Use their language to describe it.
When your website, your weekly content and daily posting all speak directly to those things then you’ll inspire that audience to invest highly in your support. As you stay congruent, you leverage all your efforts and your income grows exponentially.
For example, a wellness coach might focus on weight loss, or a relationship coach might focus on dating.
It’s smart because it speaks to a specific PROBLEM people have in that track. If you’ve specialized on a certain problem, take an additional step and target a unique audience.
Let’s say you are a relationship coach and you’ve decided to specialize in dating. So far so good. Now go deeper … focus in more narrowly.
For example, focus on helping single parents with dating. That’s a strategic niche! Do you see how with that degree of narrowing you can hone in on the very unique set of challenges and goals this audience has?
They have to consider their kids in every aspect of dating and also as the relationship grows.
So don’t call yourself a relationship coach and coach about all relationships. Don’t call yourself a dating coach and coach about all dating. Instead develop a Signature Program designed just for a specific audience with specific challenges as it relates to dating. Be specific!
Getting Attention is Job #1 for Coaches
We live in a too busy and highly distracted world. So your message will only snap people to attention IF it’s highly relevant and to be relevant it has to be specific.
If you haven’t chosen a track yet, don’t worry about it. You can actually skip over that part.
Instead target an audience that’s easy for you to find and connect with, find out what they want so much they’d be willing to invest significantly in your help to get it.
Coaches serve people. That’s why your coaching niche should begin with the unique audience you serve and their real problems. You’ll be amazed how it can change your day to day as well as setting you up for long term success and incredible opportunities.