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Once there was a coach who wasn't sure how to market her coaching business. She was calling herself a life coach, and her marketing message was that “she is a life coach who could make everyone’s life better”.
She thought that everyone is her potential client. Even though she was charging a very low rate ($150 for 3 coaching sessions) she had very few people take her up on her offer of coaching. Her strategy of marketing to everyone just wasn’t working.
Then, she redefined her coaching niche. At first, she wanted to continue working with everyone. But as she thought about it, she found a group of people she really enjoyed working with. She loved helping women find something they were really passionate about - new career direction, new job, new business, promotion at work, etc. Then she narrowed it down even more - she really enjoyed helping women in their 40s move up the career ladder.
So she rebranded her as a career coach for women in their 40s looking to further their careers. She also increased her rates (after resisting this for a long time). Now she was charging $450 for 3 coaching sessions and she started getting more clients.
After a year and a half she increased her rates again and narrowed down her niche even more - she decided to work with women managers in just a few specific industries. She was getting so many clients that she started a waiting list.
She now told her potential clients that she was “a career coach who helps women managers get promoted, make more money and ultimately, find the careers that they love”. This is a very powerful marketing message! How does this compare with “life coach who could make people’s lives better”, her old tag line? Sounds better, right? Her new message tells you exactly who her target market is, what their problems are, and, most importantly, how she can help her target market solve those problems.
What can you learn from this example? A few things:
- Working with everyone will NOT get you clients, you must narrow your target market. When you narrow your target market sees themselves in your marketing message, you will get clients much faster.
- Your brand, your marketing message and your overall marketing strategy should be extremely specific and targeted. The more specific you are about who you serve, the more clients you are going to get. When she called herself “life coach who works with everyone”, she got very few clients, even though her rates were low.
Once she narrowed her niche, and created a marketing message that told her clients exactly how she will help them solve their problems, she started getting many more clients, even though her rates were much higher.
- Niche, niche, niche! My client was able to finally create a business that she loves and that makes money with after she found her niche.
Take action! Find a profitable niche for your coaching business, and redefine your brand and other marketing materials to communicate with your new niche.
- Three Keys For Getting More Coaching Clients
- Turn Your Subscribers Into Clients
- Use Online Marketing Strategy To Get More Clients