I see a lot of coaches struggle with the idea of choosing a niche and narrowing it down.
And I get it. It feels counterintuitive to focus on fewer community members.
That’s why I want to re-share a short article by author Seth Godin. He’s written several books on effective marketing, including the importance of narrowing your niche. This piece is from his blog:
Minimum Viable Audience
The smallest group that could possibly sustain you in your work…
If you could pick the members of this audience, who would you choose? Their dreams, their worldviews, their energy, all up to you.
If you could pick them and needed to delight them because you had no one else available, would your product or service improve? If you had no choice but to ignore the naysayers (they’re not in the group) or the people who don’t think they need you or your work, would that force you to stop compromising and start excelling?
Two things happen when you delight your minimum viable audience:
- you discover it’s a lot larger group than you expected
- they tell the others
On the other hand, if you aim for mass (another word for average), you’ll probably create something average. Which gets you not very far.
I found this to be true in my own business. When I was a general business coach, I felt my coaching was too generic, not focused, and not as helpful as it could be.
When you dial in your niche, a few things happen...
- Your coaching improves. You have less to know and learn. You can hone your skills until you become a master-level coach.
- Your messaging improves. You know who you’re talking to and you know how to connect with them. You’re able to say the words that make people perk up and listen.
- Your enrollment conversations improve. You know exactly how you can help the person you’re talking to and can convey that confidence to them.
Something to think about as you focus on the upcoming year and attracting your ideal clients.
With love & joy,
P.S. Is there someone in your life who could benefit from reading this post? Why not share this with them?