Most coach marketing sucks, but it doesn't have to!
One of the most common questions I get is “How do I choose a niche?” So, I started writing this series to hone in on 5 ways, or 5 places coaches can look to help them choose a niche.
You could also call this: 5 things you can wrap coaching around to establish your niche.
One of the easiest ways coaches can create a niche for themselves is in problem solving.
We see this all the time in the world of products and services.
I don’t watch a whole lot of TV, but one my favorite shows to binge watch with my wife is “Shark Tank.”
If you’ve never watched the show, it’s a group of billion dollar investors who listen to sales pitches from a handful of everyday people who have ideas and inventions that they want to bring to a larger market that typically solve common problems.
I’m always amazed at what some people come up with. Often, these are the simplest, cheapest ideas to solve problems – so simple that my wife and I constantly look at each other and say, “Why didn’t we think of that?”
For coaches, we’re not inventing products, but we are consistently helping our clients come up with solutions. Every now and then, there is a very specific problem that we bump up against that seems common to a group of people.
That right there, my friends, is the making of a niche.
Let me really quickly give you the simple steps of how you’d do it:
Find a problem that you enjoy solving.
Sometimes problems stress people out. Other times, certain problems bring people to life. If there is a particular problem that you are passionate about solving, that’s an indicator that it might be a good niche for you as a coach.
These problems can be unique and have never been solved before, or these problems might already have solutions available, but they are still a nuisance for people and can’t be solved without some help.
Some very common examples of these kinds of problems are:
- Time management
- Overwork and burnout
But there are plenty of problems that can have a more specialized niche.
For example, there are an increasing number of people with chronic illness, but they still want to maximize their lives to impact the world. A coach with a passion in that area could uniquely help them come up with solutions.
Identify the problem as specifically as possible.
This is a pretty critical step in the process. You’ve got to know the problem inside and out.
Knowing the problem will really help you nail your messaging later. There is often pain, frustration, and loss involved with problems. You’ll want to highlight those things.
Identify the people who are faced with the problem.
Is there a specific group of people who are frustrated with the same thing and could use some help?
How many people are battling this issue?
Answer the question: What kind of coaching could help people solve this unique problem?
Coaching differs from consulting in that we’re not prescribing the solution.
But we may have a specific coaching model or process that we can replicate that helps any individual achieve their solution.
I think this is especially true in the case of problems like time management and people who don’t know their purpose.
You might find that there is a model or a process that already exists that you can utilize as a coach rather than re-inventing the wheel.
Sell the solution.
People need a solution. They really don’t care if it’s coaching or a phone app, they just really want it solved.
However, we are coaches, and coaching is what we do. We believe that coaching can help people solve the problem.
But, like I’ve said before, we’re not selling coaching. We’re selling the result.
What kind of result are we bringing people in this situation? The result can be describe in terms of quality of life, less stress, more money, more time, fulfillment, etc.
The unique advantage of choosing problem-solving as a niche
When you a choose a niche that involves solving a problem, one huge advantage that is it names the problem (or the solution) so well that it makes what you do tangible.
The more tangible it is, the easier it is for the door to be opened for your coaching services.
Paul Dabdoub is a master coach trainer & mentor, speaker, writer, and entrepreneur, and an executive coach who’s literally helped 1000’s of people take practical steps towards their future.
Paul is the founder of Life Coach Training Institute - the largest life coach training school in North America and the #1 life coach certification online program.