“I don’t know my niche. I’ve got too many passions. And if I have to pick one, I’m going to get FOMO!”
Does this sound familiar? If you’re nodding along, you’re in good company. The coaching journey begins with this very question that stops so many brilliant people in their tracks: how to find your coaching niche when you’re bursting with ideas and expertise?
As a multi-passionate person myself, I get it. When you’ve lived a rich life with diverse experiences, the thought of “picking just one thing” can feel like putting yourself in handcuffs. But what if I told you that finding your niche isn’t about limitation—it’s about liberation?
What A Coaching Niche Really Is (And Isn’t!)
Let’s clear something up right away: a niche is NOT a prison sentence. It’s a starting point that actually expands your opportunities rather than limiting them.
Here’s what a niche truly is:
- A specific PROBLEM you solve (primary)
- A specific PERSON you help (optional)
That’s it! When you focus on a specific problem, like helping people find their purpose, overcome anxiety or land their dream job, you become the go-to expert for that solution.
Bold Truth: everyone is NOT your customer. And that’s actually fantastic news!
When you try to appeal to everyone, you end up appealing to no one. Imagine a dating profile that said, “I’m looking for anybody. 25-55 years old. Likes long walks on the beach, or doesn’t. Likes traveling, or doesn’t.” Nobody would look at that profile and think, “Wow, that person is just for me!” The same applies to your coaching business.
Why You Absolutely Must Niche (Even If You’re Resisting)
If you’re still feeling that pit in your stomach about niching down, let me share something that might change your perspective: niching is far more profitable for you.
Think about it:
- Who typically earns more: a general practitioner or a specialist doctor?
- How many career coaches are in your city versus how many career coaches specifically for professionals in finance?
It’s basic supply and demand. There are fewer specialists, so they command higher rates. By niching down, you become the big fish in a small pond rather than a tiny fish in the ocean.
And here’s the mindset shift that changed everything for me: marketing is matchmaking. We are looking for people who are looking for us.
When you say “no” to someone outside your niche, you’re saying an even bigger “YES” to your ideal clients. When you repel some people, you automatically attract others. That’s just energy!
The Two-Phase Approach To Finding Your Perfect Coaching Niche
Let me walk you through the process I’ve seen work for thousands of coaches across 21 countries:
Phase 1: The Shotgun Approach
When you’re just starting out, you don’t need permanent clarity. You need feedback and experience. This is your exploration phase!
Try different niches, but make sure each attempt is still focused:
- Don’t run an event called “How To Have A Great Life” (too broad!)
- Instead, try “How To Find Your Purpose” one month
- Then “How To Overcome Anxiety” the next
- Then “How To Land Your Dream Job” after that
Think of it like opening a restaurant: you can try pasta first, then try hamburgers. But don’t create a pasta burger! You won’t know until you try.
Bold Reminder: you don’t have to get it right. You just have to get it started.
The most important thing when starting your business isn’t perfect clarity. It’s taking action. Practice coaching people. Record yourself on Zoom. Work with friends and family. Do free sessions. Get real-world experience instead of spending months overthinking it.
Phase 2: The Laser Approach
After experimenting, it’s time to focus on what’s working. Become known for solving ONE problem exceptionally well.
Look at how the biggest brands started:
- Tony Robbins began by helping people overcome phobias
- Apple started with just computers
- Amazon only sold books initially
As they say, “The riches are in the niches!” (Or as we say in Australia, “The riches are in the niches, mate!”)
Later, you can expand but here’s the key: when you add another niche, it’s for the SAME person at a different stage of their journey.
For example, if you’re coaching professionals on finding their purpose, your next offering might be productivity coaching for those same professionals once their purpose is clear. The person remains the same; only the problem changes.
3 Powerful Frameworks To Find Your Perfect Coaching Niche
Still feeling stuck? Let me share three frameworks that have helped thousands of coaches find clarity:
Framework #1: You Are Your Niche
In 90-95% of cases, your ideal niche is either YOU or a younger version of yourself.
Think about it: your past challenges naturally inform your current passions. Your voids drive your values. The struggles you’ve overcome become the problems you’re passionate about solving.
To discover your natural niche, examine:
- Your bookshelf (what topics interest you?)
- Your bank statements (what do you spend money on?)
- Your browser history (what do you research in your free time?)
Still unsure? Go to a bookstore or Amazon and find a book that resonates with your interests. If there’s a book on that topic, you can build an entire coaching business around it.
Framework #2: The Ideal Niche Score
Create a table with these three criteria and score each potential niche idea out of 10:
- Proficiency (least important): how good are you at this? What knowledge or skills do you already have that people would pay for?
- Passion (more important): do you genuinely enjoy this topic? Remember, you need to fall for the process, not just the prize.
- Profit Potential (MOST important): how much will people pay you to solve this problem? The bigger, stronger and longer-lasting the problem, the more people will pay to resolve it.
Bold Insight: double your profit potential score, because you can’t change the marketplace but you can learn skills or develop passion.
Something crucial many coaches miss: focus on the “job to be done.” Don’t just say your niche is “stress”. That’s not specific or measurable. Instead, say you “help busy professionals reduce stress so they can be 30% more productive and position themselves for promotion.”
Your clients want specific, measurable results they can envision on their vision board!
Framework #3: The STEM Client Framework
Finally, make sure your ideal clients have these four essential qualities:
- Seriousness: are they genuinely committed to solving their problem?
- Time: do they have the time to invest in your program?
- Energy: do they have the physical and emotional energy to do the work?
- Money: can they afford your services?
All four factors matter. For example, if you’re choosing between helping recently relocated immigrants find jobs or helping introverts become managers, both groups might be serious about change. But the employed introverts likely have more financial resources, which makes them more viable clients (all else being equal).
Your Next Steps To Niche Clarity And Coaching Success
Let’s bring it all together:
- Remember that a niche is a specific problem, optionally for a specific person
- Yes, you absolutely need to niche to stand out and command higher rates
- Start with the shotgun approach to experiment with different niches
- Transition to the laser approach once you find what works
- Use the three frameworks to evaluate and select your perfect niche
The most important takeaway? Clarity comes from action, not analysis. The sooner you start working with real people on real problems, the faster you’ll discover your natural, profitable niche.
When you finally embrace your niche, you’ll experience:
- Greater clarity in your marketing
- More confidence in your expertise
- A magnetic attraction to your ideal clients
- The fulfillment of doing work that truly matters to you
Ready To Take Your Coaching Business To the Next Level?
Now that you understand how to find your coaching niche, the next step is learning how to consistently attract clients who are excited to work with you.
Join me for my FREE online event, “How To Attract Coaching Clients Consistently”, where I’ll share the exact strategies that have generated over $55 million in revenue and helped thousands of coaches in 21+ countries build thriving businesses.
Reserve your spot now and take the next step in your coaching journey. Your perfect clients are out there waiting for you. Let’s help them find you!
Remember, your diverse passions aren’t a weakness. They’re your superpower. The world doesn’t need another generic coach. It needs YOUR unique combination of experiences, insights and heart. Trust the process, choose your niche and watch your coaching business flourish!
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