If you’re tired of thinking about your coaching niche, I totally understand. That might sound strange coming from someone who helps coaches find their ideal niche, but there you go. The truth is there’s a lot of fear around choosing a niche…
There are 4 main reasons people fear choosing a niche.
1. They’re afraid of turning away business
2. They don’t want to feel boxed in
3. They’re afraid of choosing the wrong niche
4. They don’t know how to find their niche
Let’s tackle these one at a time. Before I do, let me just briefly define “niche”. I like to think of your niche as your “Who” and
“What”.
Your “Who” is your target market and your “What” is the solution you provide. You need to be clear about both pieces of the puzzle. Remember that people aren’t looking for coaching, they’re looking for solutions. That’s true no matter what you’re selling, but it’s especially true for something intangible like coaching.
So let’s go back to these four fears.
1. Afraid of turning away business
While it might seem that you’re limiting yourself when you focus on a coaching niche, the opposite is true. Here’s why. When you target a specific group of people with a particular solution that they want and are actively looking for, it makes marketing so much easier.
You can speak directly to them, using their language, touching their hearts and minds. All of your programs and services can be tailored to them. It’s easier to become an expert in your area, which allows you to charge more. You do your best work because you’re doing the work you love and working with the people you’re most passionate about helping. You get more referrals because people know who you help and what you help them with. You attract valuable joint venture partners who serve the same target market but offer complementary solutions.
The bottom line is that when you have a clear coaching niche, you earn much more with less marketing effort.
2. They’re afraid of being boxed in.
Focusing on a niche doesn’t mean that you can’t help people who don’t fall within your niche. It just means you have a clearer focus so you can target your marketing and programs.
Also, understand that you aren’t stuck in your niche. Your niche will evolve and refine itself over time. There are two ways you can do that. One is to take your solution and bring it to other target markets. The other way is to find other solutions you can offer your target market. But the key is to start with one target market and one solution, and then grow from there.
3. They’re afraid of choosing the wrong niche.
Choosing a coaching niche isn’t forever. You want to review your niche as you move forward with your business. And as I’ve explained above, you’ll grow with your niche. Having said that, you don’t want to just guess your niche and hope for the best. You have to put the time and effort into researching and evaluating your niche. Which leads us to #4.
4. They don’t know how to find their niche.
I can certainly understand this problem, because I had it myself. I knew the importance of finding my niche but I couldn’t find anything that gave me clear, step-by-step instructions on how to do it. Everything I read talked about choosing a target market. But I really believe that if you’re going to build a profitable business you love, you have to start with you.
So I put together a free step-by-step training to help coaches and other service professionals find their niche.
Good article Cindy, and I think you’ve covered the biggest reasons for “fear of niching”. I think there can be deeper fears also, about decision making (the root of the word is to “kill”–when we de-cide we “kill” off other alternatives) in general. Some people are also afraid to be definite and take a stand–to be too visible. Finally there’s the “impostor” syndrome–“can I really claim to be an expert in this area..do I know enough, am I legitimate?” Some people’s brain functioning (ADD, creative types) make it harder for them to focus and make a decision too–they jump from one thing to the next and are always seeing more choices and alternatives.
Many marketing coaches assume that niching is a simple matter but it isn’t always!
Hi Ellen – wow! You’ve hit on some really great points. You’re so right that these fears can have some deeper emotional meaning. I especially like what you’ve said about creative minds (which applies to so many entrepreneurs) having a hard time focusing. It’s so true. And I guess that’s what I see as my gift to my clients – helping them find that focus and clarity with confidence. Thank you, thank you!
Excellent exploration into this topic. It’s a deep one!
Thanks Georgette! Yes, deep indeed and so prevalent.
Hi Cindy,
For me ( as you know) my fear was using my current “professional knowledge” to narrow my niche. I was wanting to get away from the education world, but didn’t remember one of my great “whys”. I want to help the odd, strange, out of place people to find themselves so they can run their business. It was a great breakthrough for me when I decided to use what I know.
Hi Tracey – It’s great to hear from you! Thanks for this valuable insight. You’re not alone. I’ve worked with other clients who have this amazing talent and yet wanted to move away from their previous career. The secret is finding how to leverage all that experience and apply it in a new way that you love and people are seeking help with.
Thanks for sharing Tracey – talk soon!
Cindy
Hey Cindy – Happy Monday!
This all sounds great! There is one fear you didn’t mention. That’s mine and I feel confident speaking for most ‘Creatives’ here – We are afraid of NOT choosing the right one among the many we have skills, abilities and talents in. Personally, I have many passionate areas of interest within the larger frame of my Biz. Over the last two years I have agonized over ‘Which one do I choose’? (Kinda like trying to choose which child is the favourite – unfair and guilt inflicting). Until just this morning I realized my niche – the personal area I AM ALWAYS THINKING ABOUT – and I let my fears go and trusted my Heart to lead me to my answer. I must thank you, in part, for this Breakthrough, Cindy – but not for what you might think! I wrote to you last week and you wrote back. We both enjoyed our connection. For me, VERY MUCH! Thinking of your response as I traveled my daily round caused me many smiles and much pleasure. And I was thinking warmly of something I wanted to share with you later today and as I was thinking about this very action – I had my ‘Aha’ moment! Since I don’t have a public face on my business just yet I will share this with you privately. So A GRAND THANK YOU, CINDY!!! You are great at your job – even when you are not trying! So, that’s it for now – Hope your day is Wonderful!
Many Blessings – Christine
Wow! That’s wonderful and exciting Christine. Thank you so much for sharing that. I really appreciate you! And can’t wait to hear more about your breakthrough. Please email me or call me to let me know!
warm wishes,
Cindy
Hey Cyndi – Happy Friday!
The STRANGEST thing happened to me last week related to you! I wrote the above comment a week ago last Monday, right? Well the day AFTER your reply some named CINDI emailed me and I never noticed the spelling of her name differed from yours (Cyndi). So, for this last week I carried on a conversation with her as if it were you! I complimented her – thinking it was you and we became fast friends . . .UNTIL I asked her why her email avatar had a different pic than the one on YOUR website? She asked me to clarify and it was then that I realized – THE MISTAKE WAS MINE!!! My inbox has about three hundred emails at any one time, so the disparity between your names escaped me, TOTALLY!
So, now I will send along the email that I THOUGHT I was sending to you originally – the one that answers the rest of my comments privately – sometime over the next few days. And continue the conversation we started above . . . Till then I want you to know how VERY MUCH I APPRECIATE YOU, CYNDI!!! Be Well,
Many Blessings ~
Christine
Hi Christine – that is so funny! I look forward to hearing from you. And thank you for your kind words. I appreciate you too!
4 reasons ? maybe 40 or 400 ?
People are afraid of everything you can imagine… Home bases business ? I am afraid a lot off people will start, but a few will really start and do it for a year or longer.
Hi Nico,
Thanks for your comment. Yes, there are a whole set of fears for each industry, icluding home based businesses. If you understand who is your ideal client/ prospect and what unique solution you can provide, then that should remove some of the concern about them being the right fit for you and your business.
thanks and warm wishes,
Cindy
Wonderful insights, Cindy! Reminds me of Economics 101 where Adam Smith (Wealth of Nations) taught us that contrary to common sense, starting a self-contained plantation that produces every possible item we need – the best way to prosperity is to pick A NICHE (like a simple pin factory) and produce thousands of great pins. With the profits from those great pins, we can buy all the plantations we could ever want!
Wow – I love that Al. That is such a great analogy. I remember studying that in MBA school many years ago. To be honest, I struggled with Economics, but as I recall, if each person/nation chooses an area of specialization, then they will be much more productive for the society as a whole. Thanks for that insight Al!
Cindy,
Two years ago my venture into internet marketing blew up! I didn’t know what I didn’t know. You are turning the lights on for me for my next attempt.
Now it doesn’t feel like I’m trying to take sips from a wide open fire hose. I ‘m looking forward to completing your course. Thanks a bunch,
Rich
Yes, I think I have suffered from all 4 of the fears you mentioned. Particularly number 3. I have so many ideas, I’m still working through them and changing my mind often. However I am starting to get some clarity thanks to your 10 steps ebook.
Fantastic Nicola. You’ll be amazed how fast things move forward when you gain clarity about your niche. If you need more help be sure to check out Dominate Your Niche and Your Clear Path to Ideal Clients.
Thanks!
Cindy
No marketer has ever been able to tell me how to know if a niche is big or small enough. This is probably because experts know more than they can say. However, it does mean that the fear of choosing too large or small a niche is well founded. The advice “test” = I don’t know you’ll have to find out; which is likely to bring about fear (in sensible people).
Hi Evan. Thanks for your comment. I’m not sure I completely understand where you’re coming from when you say that experts know more than they can say. I’ll just share my perspective on your question regarding the size of a niche. If you are trying to sell products, whether affiliate or otherwise, there are keyword research tools that will indicate whether there are sufficient number of people searching for information on that topic and not too much competition.
That’s not what I’m about or where I come from in my work. Keywords are just one tool to research a niche. Some indications that a niche is of sufficient size are 1) there are already people successfully working in that niche, 2)it is a growing niche, and 3) there are forums/associations/groups that cater to that niche. I hope that helps.
warm wishes,
Cindy
Cindy,
Thank you for the breakthroughs on many different levels. I am working on it. Your right you can’t be everything to everybody so picking a niche helps you narrow down and fine tune your service. What I like about your niche is I can take what I like and leave the rest.
You’re very welcome Sue and congratulations. I would love to hear more about what breakthroughs occurred for you. Feel free to share here or drop me a message on Facebook or via email. Thanks and warm wishes,
Cindy
Very insightful article! I still struggle with this, in both elements of niche selection (whom I serve AND what I do) because I have a wide range of skills (marketing, branding, copywriting, business coaching) and have worked over thevyears since leaving the ad agency business with six and seven figure coaches and other newer solopreneurs…. but also with other kinds of small businesses AND with corporate! I also find it a challenge to decide how much my niche can cover and where there can be an “umbrella” concept but not so broad that it becomes too vague. So right now I say I show new and emerging entrepreneurs how to create a coherent, compelling money-making brand and business by offering communication strategy, copywriting support and online marketing consulting. It’s a mouthful…and it may well change tomorrow!!
Hey Lisa – thanks for stopping by! You’re a great example of how you can grow with your niche and of how your niche can focus but not limit you. I think the key is to figure out what is the “hook” you use to get people in your world. Once they are in, you can offer them different services and solutions.
Hi Cindy,
I expect that I struggle most with choosing the wrong niche. I have a fear of investing a lot of time and money and then finding that the niche I am pursuing is a dead end. I mean by dead end, not big enough or not willing to spend money. I expect that part of my fear is also a fear that I will not be able to communicate the value in a way that will compel my prospects to buy.
Thanks for sharing that Keith. It’s a very real and valid concern. That’s why I help my clients do the research needed to ensure the niche they are pursuing is viable. It’s amazing how much you learn from this process. and of course, once you’re clear about who you help, what you help them with and why people should work with you, creating that message to communicate your value is so much easier.
Hi Cindy,
I had battled for quite a while with discovering my niche. Mainly because I was trying to bare in mind important points such as, choosing a niche with a target market that can afford to pay the prices I have in mind, for example. I now believe I have my niche, but am struggling on which target market to aim my expertise at. It’s something that I strongly believe should not be rushed even though it can become SO frustrating when you feel ready to ‘get out there!’ Patience is certainly a virtue and wonderful people like you Cindy, are such a blessing who shines through to help people in chaos and confusion to bring clarity and focus. I hope to have the opportunity to work with you really soon! 🙂
Thank you so much Jane! I really enjoyed our conversation this week. Your passion and commitment absolutely shine through! I’m really looking forward to working with you as well, to help you focus that passion and get your message heard so that people really get what you do, what you stand for, and want to work with YOU!