To niche or not to niche, that is the question. The answer? Niche. But why? It seems the gurus of coaching always advise it, but what they don’t always share are their reasons. In turn, many coaches are still casting their nets as far and wide as possible, and paying the price for it. In today’s post, we share 15 reasons to finally focus and enjoy the incredible benefits that come from choosing a coaching niche. Let’s get started…
Ability to Deliver: When you focus on one problem, you’re able to become a true expert who can predictably solve it. The less you do, the more time and energy and focus you have for your chosen specialty. It’s only natural that an accountant who solely does tax returns for sole proprietors will most likely be better in that niche than someone who also does personal, small business, corporate, and non-profit returns.
Assumption of Ability: Just as important as actually being able to solve your client’s problem is the appearance of it. By focusing on a specific result, your ideal market with assume you are an expert. Once again, the less you do, the better we assume your skills to be. There’s a reason jack-of-all-trades are known to be masters of none.
Market Attention: A generalist’s message has to be plain and generic; when you do it all, you can’t pinpoint a problem in your marketing. When you’re a specialist, however, you can zero in on your ideal market’s #1 issue, standing out from the crowd of noise with a message that instantly captures their attention.
Market Attraction: After you have the market attention, they’ll be naturally attracted to learn more. Imagine you have lower back pain after shoveling snow—which marketing message would capture your eye and interest? Does your body hurt? Learn more about our all-purpose pain reliever… vs Sore back after shoveling now? Learn more about our shoveler’s-only pain reliever…
Market Connection: The closer you get to speaking directly to someone’s needs, the more connected they’ll feel to you. As a generalist, your message won’t connect because, by definition, it has to be general. A specialist, however, can zero in on my exact problem and make me feel that I’m in the right place and working with the right coach.
Market Engagement: A specialist’s content is always relatable to their market, keeping their followers and subscribers interested and engaged. A generalist stress coach may cover topics ranging from single parenting to running a charity—both sources of stress—but a single mom is going to move on once the topic turns to running an organization.
Market Authority: Specialists are known for something. When Coco Chanel and Jean Patou introduced the Little Black Dress to the market in the 1920s, they became known for it. It was their specialty, and as such they gained notoriety around the world. Had they designed all things for all people, they’d be unknown.
Message Clarity: A confused mind takes no action. If your prospect isn’t exactly sure what you do, in a matter of seconds, the tension will turn them away. If it’s immediately clear, on the other hand, your ideal prospect’s mind will be relieved (clarity is refreshing for the brain) and eager to dive in.
Outcome Clarity: As you know, visible progress is vital in coaching. You and your client need to know if what you’re doing is working. You also need to know when you’ve achieved the overall goal or objective. Working as a specialist within a specific topic ensures both. If my job is to help you get your first paying client, for instance, we are both 100% clear on when we’ve reached the finish line.
Coaching Confidence: Much of the hesitation I see in coaches comes from a lack of confidence—they aren’t certain they can deliver, so they naturally hold back. But when you focus on what you do best, what you know you can do with absolute certainty, you put yourself out there with tangible confidence in everything you do.
Coaching Ease: Every aspect of the coaching process is easier when you focus on one clearly defined problem to solve. With fewer moving parts and less scattered attention, defining your program is easier, developing your material is easier, and delivering your coaching is easier.
Marketing Mediums: A specialist has a much easier and more effective path to marketing. Compare a consultant who helps “businesses grow” with someone who helps businesses maximize their tax advantages. The first is starting from scratch without a hint of where to market their services. The second instantly has a host of places to pursue, purely because of their specialty—as a tax specialist, he or she can quickly find websites, social media groups, advertising opportunities, etc. that cater to the topic.
Marketing Message: The #1 key to effective marketing is to join the conversation in your prospects’ minds—to speak their language and speak directly to the problems and frustrations they’re struggling with on a daily basis. As a generalist, this is impossible. Can you talk to someone who wants to lose five pounds the same way you talk to someone who wants to lose fifty? Absolutely not. But that’s precisely what a generalist must do when they work as a general weight loss coach.
Pricing Power: Specialists can charge more because their solution to custom to your exact situation. The more general the coach, the more general the solution, the less it applies to your life, and, ultimately, the less valuable it is.
Satisfaction of Mastery: It feels good to be great. Specialists know their work inside and out, know every twist and turn, and can competently lead their client through it all, arriving at the promised destination. Mastery fulfills the human spirit.
For these reasons, and so many more, the right move for coaches new and old is to choose a specific niche.