You are a great coach you do everything possible for your clients, you were educated in or have many years of experience in what you teach & facilitate classes for. You are honest, hard-working, and consistently exceed your clients’ expectations. BUT, your problem is that even with these great qualities, you STILL have a hard time standing out from other coaches or practitioners. Does this sound like you?
It’s tough isn’t it? You go through rigorous training to become an expert in your field, earn exceptional testimonials, have a great website, and a dazzling personality… yet you still have difficulty attracting and retaining your ideal clients. Have you gotten past wondering why? How have you tried to overcome this?
Let us tell you this – your problem isn’t that you don’t have the right variation of services or different offers. Your problem is that you are competing in an oversaturated market with offers that sound the same as everyone else.
Your Current Situation
While helping our many clients we have noticed that the problem that many of them share is that they are not competing in the market that truly understands or needs what do you as a coach, practitioner, or therapist are offering. Maybe that isn’t even your problem – maybe you’re here because you are selling your services, but don’t feel like you are earning what you are worth. Does everything you’re doing leave you exhausted with little to no free time?
You have probably tried everything you’ve thought of as in the past couple of months – but have you re-evaluated your niche? What about the solution you offer? Let us help you understand what you can do.
Let’s clarify this first: your niche should be defined as what you choose to specialize in, as well as the market and audience which your services are catered towards.
When you’re first planning out your business strategy and finding your niche, you might have overlooked the demographics which will heighten your business’ ability to service the people who need you the most. Examples of this would include the physical location of your business (establishing how far you’d physically service is imperative to some businesses), identifying your ideal clients’ sex, age, personality traits, as well as how you would need to package and market your offerings to best serve them.
Why is this important?
You are able to communicate effectively and easily with your ideal client.
Have you ever met someone in a club or a Facebook group that you instantly clicked with? You know, you are so comfortable with them because you are able to freely speak with them and connect on a higher level than you would with other people?
For example, If you went vegan and lived that lifestyle for several months, you may share stories and laughs, probably finding similarities in your experiences. You wouldn’t have to take the time to explain different concepts to this person because they already understand. When targeting a niche, this is one of your advantages. You are speaking to like-minded individuals who are interested in listening to your experiences and learning from what you have to say.
The fact that you don’t have to set the groundwork for the conversation to make sense, gives you the ability to hit the ground running and share your knowledge as a subject matter expert. Being able to speak with someone like this will establish your knowledge in the field as well as build a stronger personal connection. When people find out that you are offering your services and knowledge they will consider hiring you because of the rapport you’ve built with them.
Standing apart from your competitors is easier and more affordable.
Building off of the situation we created above, if you are a vegan wellness coach, it is easier for you to get your business out there and market to the right people.
You’ve already made the leap and decision to focus on one specialty – potential consumers will see that you are serious and trust your knowledge because you do this professionally. You first think about the demographics that you want to target.
Examples of demographics you might want to target would include the way you market your services online, gender, group, or interests of your market, as well as physical location. By focusing on small things like this, marketing yourself becomes more affordable. Why? When you pinpoint these different things, you are targeting a smaller group of people, not marketing for everyone. If you need help creating your ideal client vision, Tatiana made it easy with her free ebook here.
You need to focus on crafting your offer based off of the coveted result your niche desires, with the reward of the clients who follow your instructions achieving results better than what you originally promised.
Picture this: you are a therapist who helps people with autoimmune diseases, overcome depression, feelings of inferiority, and fear of the future. You might promise them that within two months of working with you, they will realize what exactly triggers these feelings, how they can build healthy habits to improve their quality of life and mental state, and what they can do to minimize mental relapses. Doesn’t that sound like an AMAZING offer?
You need to flesh out the details of who you are aiming to help, as well as clearly define the result they will achieve by listening to your instructions, the effort you expect from them in order for your methods to be effective, how long they should expect to work before seeing results, and how they will feel when they finally make the achievement of successfully enacting your teachings. With every step, you need to make them understand why each action is imperative for success and really want to push themselves to follow through. If it doesn’t work out, they were probably not your ideal client, or have a different top priority. This happens from time to time, just brush it off and refine your process of finding quality clients.
With this in mind, what you can do is create your offer centered around a strongly desired outcome that is achievable within a matter of months. Once you define your target audience this step will become SO much easier.
Next, you need to create a plan for your clients to follow. Outline these steps in your offer and showcase your results. We recommend that you create a plan that can be achieved within a couple of weeks sooner than your promised timeline, as it will mean saving your customers time as well as give them a bit of leeway to complete the tasks.
The goal is to underpromise and overdeliver results.
Whoa… that sounds great and all, but how do I do that?
Something you need to focus on is treating your client like how you would a teammate. Note that I say teammate and not friend. Why treat them like that specifically? Teammates rely on each other to achieve specific results. Friends are people whose company you enjoy, and are familiar with. Between the two, you are more likely to bail or flake out on a friend than a teammate. With friends you can just enjoy their company, but with teammates you concentrate your efforts and meet to consistently accomplish a purpose. Teammates can eventually become friends, but you can’t rely on all of your friends to be like that. By establishing this type of relationship, you’ll be setting a standard of reliability, trust, and most importantly commitment to working towards a goal.
Now that we have a little better understanding of what you want to focus on next, you need to learn about Kim and Maubourgne’s Blue Ocean Strategy. Understanding the concept is crucial to advancing your business. Why? Because if you aren’t aware of it, you may still be offering the same bland offer as other businesses in your niche. You can use this as an evaluation benchmark after creating your offer, as it helps to visualize guidelines of where you want to position yourself in your market.
In the red ocean, everyone competes with other people in an already popular market. This will usually include very broad topics, the kind of things you will find with short tail keywords (vague search terms that will garner a large range of results) on a popular search engine.
An example of this would be like searching for “yogurt” rather than a long tail keyword like “organic vegan berry yogurt.” With so many competitors (sharks) vying for clients, everyone is trying to get their share of food (clients), and so the water is a bloody red color.
Within this ocean, the competitors’ products and services are seen as a commodity and businesses are trying to stand out from their competition by trying to look different.
Often times this is done with the appeal of a lower cost or price point. Supply and demand right? The large supply of these ”different” packages from high number suppliers ultimately drives the cost of their products down.
This is what you need to create for yourself. This is the ocean where you will thrive in as the waters are clear, blue, and limitless – this is the ocean where you have defined your niche and are not competing with other sharks.
You are doing so well explaining what you do, living your purpose that your niche has identified you as the best, most successful option, if not the only option. You are able to capture the attention of your ideal client because they understand that you can help them, instead of being seen as a common commodity, the knowledge you have gained with the people you’ve previously helped will be reflected in the price you charge.
Ideally, you will have created a monopoly and are thus able to charge higher prices because of lack of competition.
That information is great… but what am I supposed to do?
Now that you have your niche re-evaluated as well as have an understanding of why you need to create your own blue ocean, now you need to offer your one particular solution to one specific problem.
Changing Your Positioning
As co-founder Tatiana Ceballos explains:
“How people perceive you online is very important. What you’re communicating and if your message is consistent and aligned with your brand, and your niche – your offer is how you position yourself as an expert in your topic.”
To put it bluntly, people love honesty. Your mission and purpose should be clearly seen in everything you do: via your social media accounts, on your website, your offerings and teachings, and especially with businesses and people you touch. The easiest way to ensure cohesiveness cross all of your platforms is to share the truth about what people should be able to expect and what you will provide for them. Living truthfully will make your life and running your business so much easier. You don’t need to think about whether or not the results or advice you give contradicts something you have previously said or promised. You won’t be scared of being caught in a web of lies, and IT’S LESS TO REMEMBER.
Really though, would you want to do business with shady characters? Probably not. Give what you expect from a quality, successful business. Promise your attention and dedication to helping your clients.
If you say that you can do XYZ, you need to prove that you have done it yourself or have accurate testimonials proving this. Ensure that the knowledge that you are sharing is viable, and fits with what people in your niche expect. Considering all of this, you need to be able to infuse your values, personality, and knowledge in what you offer potential clients. If you don’t properly convey this, people will likely not trust you, and steer clear of your business.