Your Niche Is NOT a Person

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.

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