Finding Your Coaching Niche

Josh Dykes

Remember that childhood game “Pin the Tail on the Donkey”? Blindfolded, stumbling around, desperately trying to stick the tail in the right spot? That’s kinda how many new coaches feel when it comes to finding their niche. You’ve got the passion, the knowledge, the fancy coach certification hanging on your wall, but the question remains: who exactly are you helping?

Here’s the harsh truth: being a “life coach” or a “business coach” in today’s market is like opening a restaurant called “Food.” Sure, people might stumble in, but they’re more likely to be drawn to the enticing aroma of “Spicy Thai Fusion” or the cozy promise of “Grandma’s Comfort Food.” Specificity is your secret weapon.

But fear not, grasshopper coach! I’m here to guide you through the niche-finding jungle.

Why Niche Down, Anyway?

Think of it this way: being a generalist coach is like trying to sell everything in your grandma’s attic. You might have some hidden gems, but sifting through dusty porcelain dolls and moth-eaten sweaters isn’t exactly enticing. Potential clients get overwhelmed, confused, and eventually click away to the “Productivity Ninja for Busy Entrepreneurs” coach down the street.

There is a great article from Hubspot on this topic

Niches offer laser focus. They allow you to:

  • Become an expert: Instead of spreading yourself thin, you delve deep into a specific area, mastering the nuances and becoming a trusted authority. Think “Productivity Ninja” versus “general life coach.” Sounds way better, right?
  • Attract ideal clients: Like moths to a flame, your niche attracts the right people, those who resonate with your specific expertise and offerings. No more crickets chirping in your virtual waiting room.
  • Stand out from the crowd: In a sea of generic coaches, your niche makes you a bright, shiny beacon, impossible to ignore. It’s the difference between blending into the background and owning the spotlight.

From Passion to Paycheck: The Niche-Finding System

Okay, enough convincing. Let’s get down to the nitty-gritty: how do you actually find your niche? Here’s a system designed to be as painless as possible (with a healthy dose of humor, because why not?):

Step 1: The Introspection Inquisition:

  • Grab a pen and paper: It’s time to dive deep into your beautiful mind. What are you passionate about? What topics light you up like a Christmas tree?

Remember, niche shouldn’t just be profitable, it should be something you genuinely enjoy guiding others through.

Josh Dykes – The SPEAKup Challenge
  • Think beyond the obvious: Sure, “life coaching” might be your initial answer, but can you be more specific? Are you drawn to helping burnt-out entrepreneurs, shy introverts, or maybe aspiring writers battling writer’s block? Remember, the more specific, the better.
  • Channel your inner Sherlock: What are you good at? What skills and experiences do you bring to the table? Maybe you’re a former accountant who can help creatives manage their finances, or a recovering perfectionist who empowers others to embrace imperfection.

Step 2: The Client Compass:

  • Don’t be a lone wolf: Talk to potential clients! Conduct surveys, interviews, even host focus groups. Ask them about their struggles, their goals, and what they look for in a coach. This intel is gold dust, helping you tailor your niche to their specific needs and desires.
  • Befriend your competitors (gasp!): No, I’m not suggesting shady backroom deals, but a little competitive analysis can be insightful. Check out other coaches in your niche, see what they’re doing well, and identify potential gaps you can fill with your unique offerings.

Step 3: The Niche Niche Baby!:

  • It’s a match!: Based on your introspection and client intel, a niche should start to emerge. Don’t be afraid to get creative! You could be the “Productivity Ninja for Procrastinating Writers” or the “Confidence Crusader for Introverted Leaders.” The possibilities are endless.
  • Test it out!: Don’t get married to your niche just yet. Offer mini-programs, workshops, or free consultations specifically targeted to your chosen audience. See how they respond, gather feedback, and refine your niche based on their reactions. Remember, your niche is a living, breathing thing that can evolve along with your expertise and offerings.

Bonus Tip: The Storytelling Sprinkle:

People connect with stories. Share your own journey, your struggles, and how you overcame them using your niche expertise. This emotional connection builds trust and makes you relatable, further solidifying your position as the go-to coach for your target audience.

Niche No-Nos: Avoid These Mistakes

So, you’re ready to embark on the thrilling journey of building your coaching empire! But before you unleash your inner Tony Robbins on the world, hold your horses (metaphorically speaking, of course). Choosing the right niche is crucial, and like any exciting adventure, it comes with potential pitfalls

Mistake #1: The Passion Paradox:

Following your passion is key, but don’t get blinded by love! While you should be excited about your niche, remember: passion without marketability is like a delicious dish no one wants to order. Do your research! Is there enough demand for your chosen niche? Are people willing to pay for your expertise? Remember, a niche that ignites your soul AND pays the bills is the sweet spot.

Mistake #2: Don’t choose something that doesn’t make your heart sing:

Tempting as it may be to jump on the latest coaching bandwagon, authenticity is king. Choosing a niche based solely on perceived profitability or trendiness is a recipe for disaster. Clients can sniff out inauthenticity a mile away. Select a niche that aligns with your genuine interests, skills, and experiences. Your passion will shine through, attracting clients who resonate with your true self.

Remember, finding your niche is a journey, not a destination. Don’t be afraid to experiment, gather feedback, and refine your focus as you grow. By avoiding these common pitfalls, you’ll lay the foundation for a successful and fulfilling coaching practice. Now go forth, conquer your niche, and make the coaching world tremble (with awesomeness, of course)!

Next Steps

If you’re ready to overcome your limiting beliefs and become a successful coach, I encourage you to attend one of our 1-Day Coaching Diplomas to start your coaching journey. It’ll help you to develop a plan to achieve your goals and build a successful coaching business. You can also find our beginners guide to becoming a coach here.


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