Are you sick of being told to niche down in your coaching biz? I know the feeling. I remember in February 2015 being absolutely certain that I had already nailed my niche, and yet I couldn’t find high-end clients for love nor money. I’d put out posts, in the firm belief that they were speaking directly to my ideal clients, but they’d never respond. I’d explain my business in networking meetings, but no one was ever interested. I’d speak in front of audiences small and large, at free events, and get great feedback. But no one was ever ready to invest. I was working 60+ hours in my business every week, yet spending less than 10 of those hours speaking to clients and qualified prospects. So what changed? Well, I finally had a bit of a “Eureka!” moment! The realisation finally dawned on me that my niche wasn’t a type of coaching, or a demographic. It was a person. One single person. At one single, stuck moment in their life. A person who had a burning desire for a single outcome. A desire so strong that it was the most important thing in their life at that moment in time. And, stopping them from achieving that desire was a seemingly insurmountable barrier. One that they couldn’t overcome single-handedly, no matter how hard they tried. One that kept them awake at night. Had them arguing with their spouse. And snapping at their children. One that was impacting their sense of self worth. As a result, achieving that desire, and leaping that barrier, was the most important thing in their life right now and, as luck would have it, it was the one thing that I was the best at. Not because they told me they existed. But because I knew they existed. Because I had been that person just a couple of years earlier. And so, when I told them that, every single day – with powerful messaging that spoke straight to that issue – they started to realise that I was the person who could help them get unstuck, and achieve their greatest desires. Just like I had for myself. And that’s why, every day, I get out here, and tell you that you have to know your coaching client better than they know themselves, you have to speak clearly to their greatest, most burning desire at that moment in time, and you have to show them why – yes, WHY – you’re the perfect person to help them overcome that barrier. So, if you’re posting on Facebook endlessly and getting no bites, I guarantee it’s because you haven’t nailed your niche enough, and your message isn’t powerfully speaking to the person that you are perfectly poised to help. Jo xx
JO DAVIDSON IS THE CLIENT CREATION COACH, A FIERCE AND DYNAMIC FORCE FOR WOMEN WHO ARE READY TO CHANGE THE WORLD WITH THEIR COACHING AND PROSPER IN THEIR BUSINESSES.
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