Ep 9 – 12 Ways a Smart Coaching Niche Empowers You

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 process.

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 prosperouscoach.com/8.

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 messages.

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, liked, shared.

#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 scary.

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 becomes engagement.

#5 You Become Known and Trusted By a Community of Engaged People

Trust turns engagement into investment … in your programs.

#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 fuzzy feelings.

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 quickly.

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 larger group.

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 niche.

Mentioned in This Episode

My next episode is W/hy Do Some Coaching Niches Fail?

Ep 5 – The Simplest Coaching Business Model

This episode is part of my Start Smart Series. A listener asked me to talk about the simplest and least expensive way to get a coaching business off the ground. Great question!

I love it when listeners tell me what they want to hear on the show. If you have a specific request, go to my contact page on —ProsperousCoachBlog.com — and get in touch.

High Profit, Low Tech and High Touch

The answer to the easiest coaching business model is ultra simple! It’s 1:1.

If you’re charging enough and enroll your clients into a longer term package, you won’t need many clients each year to make a good income. I only work with 20 – 30 clients each year.

Your marketing could be minimal if you have ready access to your chosen target audience. And because expenses are incredibly low for this business model, 1:1 is the most profitable option.

Think about it … You don’t have to have a website (although you may want to.) You won’t need a team or even a Virtual Assistant to help you with all the tasks because admin is minimal. You don’t need big coordinated marketing campaigns, a strong presence on social media or a bunch of apps with monthly fees.

Literally all you need is a phone and a private place in your home to take client calls. And maybe an inexpensive business card for networking.

You know what I’m describing, don’t you?

It’s the way every service entrepreneur did business before the internet. Don’t roll your eyes. It’s still the way a lot of service entrepreneurs operate.

Sometimes I wonder if it isn’t easier than all the online stuff everyone, including me, does now. But an online business model does allow you to have an international audience, and I love that.

For that analog way of business, you have to be an active networker, go where your clients are, be a good conversationalist and a non-salesy enroller.

When I started, I only offered private coaching. I found all of my clients through networking and speaking.

It was only in my second year that I added in face to face group coaching. Then started doing VIP days – that’s 3 to 8 hours of working with one person in one day.

It was only in year 6 that I shifted to online. I created a Membership Program. Honestly, a huge amount of work for poor returns. Then, I added a high ticket online Mastermind with two yearly retreats. And I sold two self-study online training programs. For one of them, I took a group of 20 – 50 through it quarterly as well with a closed Facebook group.

It was fun doing all of that stuff and I made good money. But it was soooo much work keeping it all rolling. And so much of my income was going to expenses!

That’s often overlooked when coaches choose a business model. The more complicated or technical you go, the harder you work, and sometimes the less money you keep.

There really is no passive revenue except royalties. I was lucky to have the opportunity to co-write Coach Training curriculum for a royalty and that curriculum is still being used.

Market Less, Serve Clients Longer

But you know what I like the most? Getting to know my clients well and doing deeper work. The 30 hour work week with a 4 day weekend isn’t bad either! That’s my lifestyle choice.

So in my 20th year in business, I’m back to working privately with client in a 5 month comprehensive coaching business building program. I also offer a 90-minute strategy session.

So how do you find and enroll 1:1 clients? That’s a question for another episode. But I remember hearing what I thought was an urban legend, when I was in coach training …

Sandy Vilas, the then CEO of Coach Inc, supposedly worked with 80 clients each week, all of whom he enrolled simply by calling colleagues and inviting them to become his client. (To me 80 clients each week is 8x too many.)

That takes confidence plus a large and eager network. And my guess is that Sandy was an extrovert. LOL!

Every Coach Gets to Build Their Own Marketplace

The reality in today’s distracted world is that all coaches will need to find and develop their own tribe or target market. That’s why the wisdom is to fish in the smallest, most specialized pond, that you can.

The more you narrow your audience and then offer specific solutions to that group’s biggest problems, the faster you’ll build a network of fans who don’t really need to be sold on working with you. That’s the best!

And there’s a lot of joy in building a community.

What It Takes to Succeed with Online Programs

When people hire me to help them choose their coaching niche and build a business foundation I always ask them what they want to offer. Many say they want to quickly move into online programs.

I understand the attraction. You help more people transform in less time, which is especially great if you don’t have much time to give to your business right now.

But to succeed with online programs you need several things set up first, which takes time.

You need a fairly robust list — 5,000 people minimum in your target audience and probably more like 10,000 people who already know, like and trust you.

Develop joint venture marketing relationships with other people targeting your audience but who have a significantly different offer. That will help push your enrollment numbers up. (Another reason to narrow your audience and niche.)

If you’ve been listening to my previous episodes, you might have caught the idea that there are developmental stages in a business.

Start Up is the time to walk not run. That’s why 1:1 is the best way to start out as a coach.

Nothing will teach you faster about yourself and your audience than working with clients privately. You’ll learn about your strengths and weaknesses. You’ll figure out your secret sauce — a talent you have that’s unique and leverageable.

And, once you’ve worked with a few dozen clients privately who are all in the same unique target audience, it’s easy to create online programs that more of them will buy.

Mentioned in this episode:

Contact me if you’d like to request a specific topic for the Prosperous Coach Podcast.

The next episode is: 4 Mistakes I Made in Coaching Business Startup (and I lived to tell the tale!)

6 Easy Copy Writing Tips for Coaches

https://prosperouscoachblog.com/6-easy-copy-writing-tips-coachesAre you intimidated by the idea of writing your own freebies, marketing emails, and web content?

I used to find those daunting too until I learned the root of ace marketing copy: write to intrigue rather than impress.

When you want to inspire potential coaching clients to take the next step with you, aim to build a relationship and raise curiosity first. Take the spotlight off of you and your coaching “technology” and place it on your target audience.

Here are six more tried and true copy writing tips that will help you write in a way that’s both authentic and effective:

#1 Write like you speak

Coaching Business Tools I Depend On

Whether you’re a life coach, business coach, wellness coach, career coach or any other kind of change agent, you need smart affordable online tools and systems to run a successful business. It’s tempting to purchase systems you may use someday, but that can run your monthly costs up high and pull your profits down. So, how do you know which are best for where you are in your coaching business right now?

https://prosperouscoachblog.com/coaching-business-tools-depend/I like to run a lean business and fully leverage the systems I pay for while also utilizing free or shareware solutions wherever I can. I wanted you to know about the tried and true online tools that I use. Here they are in 3 categories:

  • Paid services all coaches need
  • Services to grow into
  • Free and useful

Your Website Has 6 Seconds to Make the Right Impression

In the online marketing world, 6 seconds is a long time. When we surf the Internet or click a link we impatiently look for immediate relevance or we’re outta there and likely never to come back.

That means your website has to make a connection with your target audience super fast! You’d be surprised how easy it is to do this.

https://prosperouscoachblog.comwebsite-6-seconds-impression/What’s in it for Me?

That’s the key question on the minds of your web visitors.

So if you want to…

  • make a great first impression
  • build your list of subscribers
  • sell programs online, and
  • create fans that consistently turn into clients

…your website needs to be written and laid out to do that for you.

Is your coaching business scalable?

When you’re a solopreneur — coach, consultant or other service provider — the biggest limiter of your income is your time. We all only have so much, and who wants to give it all to their business? Having more time to enjoy life is one of the big reasons I’m working for myself. You too?

If you want to make a six figure plus income, it’s critical to leverage your time and move beyond one-to-one coaching or time for money services. The easiest way to scale up, boost income and serve more people without working more hours is to create “passive” income streams.https://prosperouscoachblog.com/business-scalable/

Passive income is generated from a product or subscription-based program that you create once but can sell anytime to unlimited clients and deliver automatically. Your time isn’t caught up in live delivery. It’s the best way to get off the money for time treadmill.

Top 5 Ways Newsletters Make You $$$

This is a guest post by my friend and newsletter expert, Linda Claire Puig

There are two kinds of marketing strategies: active and passive. Active strategies are things like speaking (and selling) or picking up the phone to call a prospective client.

Newsletters and other keep-in-touch strategies fall into the “passive” category. However, they are far from passive in the powerful ways that they can help you increase your income.

Here are five ways that newsletters help make you money:

Front & Center

A newsletter keeps you in front of people. Not everyone is ready to hire you on the spot. Not everyone needs your services this minute. But when they are ready, when they have a pressing need for what you offer and your newsletter shows up in their inbox or mailbox, you’ll be the one to get the call, not someone who’s dropped off their radar.

Know the Most Important Half of Your Coaching Niche

The best way to attract clients shifted dramatically when social networks sprang up and became massively popular. People started sorting themselves into sub-sub-groups based on messages that attract them, and filtering out everything else. It’s changed how our potential clients focus their attention, form alliances and make buying decisions.

Seth Godin’s game changing book Tribes talks about these groups and urges entrepreneurs to become leaders of a tribe.

What does this game change mean to you? If you want to do well financially while you do good in the world, it’s more important than ever before to stand out in the crowd of service providers and stand up for a unique “tribe” of your own which means choosing a viable coaching niche. You can do this!

Don’t get me wrong, I’m not saying that you have to be a social networking expert to attract clients steadily. I’m saying that the phenomenon of social networks has changed the way people are attracted to mentors and professional resources. It’s reduced the effectiveness of standard selling and marketing techniques.

Responding to the Sea Change

Leading coaches, consultants and trainers have felt this sea change, and have been making shifts in the way they attract clients.

I encourage you to follow suit. Stop trying to convince people to buy your coaching, consulting and training. Instead, show your tribe (also called a coaching niche, target market or target audience) that you understand them and can help them get where they most want to go right now.

If your message is specific and hits the mark, they will follow you, refer other like-minded people to you, and help you raise your star while doing what you love.