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Your Niche Is NOT a Person: How to Nail Your Niche So You Can Grow Your Business and Make a Bigger Impact

by: Melinda Cohan, July 29th, 2016

You’ve heard it a million times before: “Choose a Niche.”

It’s common—and solid—advice. I know, it can be so annoying when you hear it. In fact, that advice used to make me want to punch someone in the face! But when I changed my perspective, I began leveraging the power of the niche, and I was able to grow my business and make a bigger impact.

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Why?

Choosing a niche allows you to fine-tune your marketing, to make it laser-focused and effective. It enables you to support your clients on a deeper level.

But …

So many new coaches misinterpret this advice and believe that choosing a niche means they’re confined to supporting a certain type of person; that they’re forever limited in how they can use their coaching gifts. Further, it may seem like choosing a niche forever limits your revenue. (I know, I’ve experienced this mindset, myself.)

As a result, many new coaches decide not to select a niche, believing their passion is bigger than that. (Incidentally, this is a Hobbyist’s mindset, which doesn’t work once you’ve moved up to the next rung of the ladder on the entrepreneurial scale.)

The root of this problem is in how people define “niche.”

So often, coaches mistakenly come up with a client avatar, and call it a niche (for example, if you’re a relationship coach, you may believe your niche is 30-year- old men on the brink of divorce, who earn a certain amount and have 3.2 children).

If that’s not a niche, then what is?

The dictionary defines “niche” as a specialized but profitable corner of the market.

To take it one step further, we consider a niche a set of challenges a common group of people face … and the results they desire.

When it comes to nailing your niche, then, you must identify a specific set of challenges your coaching can overcome, and results it can achieve. Then, you must find the most common collection of people who face these challenges and desire these results.

From this perspective, you can focus on a select group to make your marketing laser-focused, but you can still attract different types of people from many areas.

For example, TCC helps people overcome these challenges: not making money, struggling to get clients, and overwhelm. The results they most want: to get more clients, earn more money, and make a huge impact. When we look at all the people in this niche, we zero in on coaches. Our marketing is geared toward coaches, but we also attract many others in this niche, including nutritionists, personal trainers, consultants, massage therapists and more.

Let’s go back to the relationship coach example.

It’s your passion to support people in relationships. But your niche is not the men, or the women, or the couple. Your niche focuses on the top 3 challenges those men, women, and/or couples face when they’re in relationships … and the top 3 results they desire.

Make sense?

What’s really awesome about defining a niche in this way is that it actually frees you up to work with more types of people.

You’re not tied down to marketing to men, OR women, OR couples. Instead, your marketing focuses on all the people experiencing the top challenges and desiring the top results you previously identified.

In other words, may actually have the chance to work with men and women and couples!

Here’s where it gets even better: when you can clearly articulate your niche according to challenges and desired results, you can create more effective marketing copy for your website, sales pages, program descriptions, email campaigns, and more.

Because you’ve dialed in on those challenges and desired results, you can use the same language your ideal clients use. This conveys the message that you understand what they’re facing and can help them.

Your marketing becomes laser-focused. And when your marketing is laser-focused, it attracts, engages, and converts potential clients.

So, yes – nailing your niche is a must! It’s a key foundation to your marketing success, no matter which marketing strategy you use. (And, as a huge benefit, it will help you avoid failed marketing attempts that cost you time, money, and energy!)

How confident are you that you’re able to deliver what you’ve promised in your marketing … that you’re able to help your clients solve their challenges and achieve the results they desire?

If you want to pinpoint critical issues and identify steps you can take NOW to feel more confident about setting up, marketing, and succeeding with your coaching business, take our free Business Confidence Quiz now.

The quiz delves into the 5 critical keys to a successful coaching business: attract, convert, engage, support, and refer, and when you complete it, you’ll receive personalized tips to help you become super-confident, organized, and professional in your coaching business. It takes just a few minutes, and it’s free. Take the Quiz here, now.

Business Confidence Quiz

Posted in: Professional Development, Uncategorized

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2 Comments

  1. Liz Fletcher Brown July 29, 2016

    Thanks for this. As a coach, trainer and speaker I have studied a TON on how to define and target an ideal niche. But this approach by far makes the most sense to me. It gives a distinct section of the market to focus on, with very specific challenges,but without that feeling of limitation. Thank you.

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  2. Leza Danly July 29, 2016

    Great blog, Melinda! I know these distinctions will help so many coaches who don’t have clarity about a niche…

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