I recently did a survey asking coaches what was the most pressing question they needed answered. Here’s one response:
“How do I define a really narrow niche AND a super-compelling need so people ignore all the rest and sign up with ME?”
Many coaches need help with this and it may be a question you have too.
First of all, a “really narrow niche” and a “super-compelling need” are already very much intertwined. Your niche is your expertise that you use to address a super-compelling need.
Specific and Realistic
Secondly, in order to define a narrow niche you need to get specific and realistic.
By specific, I mean, drill down to one problem that you are really good at solving. Of course you can solve lots of problems, but you need a specific one to form a “gateway” for interested prospects to enter. Then once they are inside your world, you can gradually let them know more about how you can help them.
By realistic, I mean, you most likely do not have the resources to market to everyone, like Coke Cola or Microsoft have. Everyone may need your help, but you’re only going to be able to help a certain amount of people (if only because of, as Carl Sagan would say, “the physical constraints of time/space reality”). So that means you need to come up with a group of people you can easily find so you can market to them.
Now you might be saying, “But, Jeannette, I will feel bad if I leave out people who may need my help.” And I say, “If you don’t pick one specific problem you can solve, no one will be sure that you can help them because you aren’t specifically addressing THEIR problem.”
Find the problems
Thirdly, the way to define a super-compelling need is to find out what problems your audience is talking about and use their own words in your marketing (just like I’m using my survey results in this email!). That means networking, market research, and live events, where you can talk to your target audience ad find out what they want.
And here’s the thing—sometimes the answer to finding your niche and a way to describe a compelling need is right in front of you, but you can’t see it. In fact, that’s why we coaches have our work—to help people uncover their own answers!
Plus…Defining your niche is not something you decide on and then that’s it. It’s something that will evolve over time. And it’s where many coaches get stuck and need help with.
That’s why I’m putting together a new course that will help you answer the question, “How do I define a really narrow niche AND a super-compelling need so people ignore all the rest and sign up with ME?”