As you know, this month’s focus in the CAM Community of Coaches is “identifying and reaching your coaching niche.”
If you want to grow your coaching practice, you need to focus. You need to focus your time, your energy, and your intention on not only being a great coach, but on helping potential clients get to know you, like you, and trust you enough to hire you. (In case you didn’t already know it, that the triumvirate goal of all marketing: know + like + trust.)
One of the best ways to focus is to have (and use) a coaching niche.
You niche is the subset of the human population who can most benefit from working with you. While I’m sure you’d be a great coach for anyone on any topic, it’s hard to attract new clients if your message to the world is “I coach anyone on anything.”
For example, notice how much more powerful these coaching markets are when the niche is focused more precisely:
- “I coach men.” vs. “I coach men who stay home with the kids.”
- “I coach students.” vs. “I coach college students who are considering grad school.”
- “I coach pastors.” vs. “I coach pastors who love their staff but hate managing them.”
- “I coach leaders.” vs. “I coach reluctant leaders who have the leadership title on their business card, but don’t yet have the leadership spirit in their heart.”
- “I coach married couples.” vs. “I coach married couples who are finally ready to deal with their financial debt.”
- “I coach young women.” vs. “I coach young women who want their self-image to be as healthy as their social media image.”
Why is having a niche so powerful? Two reasons:
First, a niche helps qualify potential clients. A good niche is “binary” in that it sorts every person as either “in” or “out” of the niche, thus helping people self-identify as your ideal coaching client.
Second, a niche helps you know how best to network, market, advertise, etc. You have a limited amount of time, energy and money for marketing, so you want to invest those resources wisely and in a focused manner.
This month, we are providing some resources, encouragement, and training on how to identify and reach your coaching niche. So check out this month’s members’ only webinar, our podcast episode on the topic, and our featured blog post this month.
As you check out those resources, keep one thing in mind: becoming a coach who is good at getting clients takes just as much training, trial-and-error, and resolve as learning to coach well. Asking powerful questions, listening well, creating client awareness, etc. didn’t come easy, but it was worth it – and so is learning how to get clients.