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Welcome Coaches, Healers & Life Changers!
This article is for you if you are:
- a life coach, spiritual coach, mindset coach, relationship coach, career coach… or any other type of coach who helps people to make a transformational change in their life
- a healer, nutritionist, yoga or fitness trainer, weight loss coach or any other type of specialist who helps people improve the state of their body & mind
- a new or an emerging coach who wants to make a transition from hobby coaching to full time coaching
- somebody that has been on the market for a while but feels that there’s something missing to grow their coaching / healing business
When you are starting as a coach, eager to help people change their lives for better…getting new clients seems so hard.
You put lots of time & effort (and usually the money as well) to make it all work.
You maybe even want to help others so much that you don’t care about the money… but that won’t pay your bills, right?
So you’re trying to keep a good balance between your business & family life… as you don’t want to make business at the cost of your family and children!
You want to be as effective as possible in what you do.
But does the struggle of getting noticed and getting new clients seem too hard at times?
Is this a question that you often ask yourself when you wake up in the middle of the night:
Where and how do I find clients?
From what I’ve seen, you’re most probably stuck at one of those points:
1. Trying to figure out what is that you do and how to talk about it.
That’s what really stops you from reaching out, confidently talk to others and offer your services.
You’re not laser clear about WHO you help, HOW you help and WHAT you help your clients achieve.
You might even be asking yourself:
Why would anyone would be willing to pay for my coaching?
- I feel that I’m not good enough… who am I to tell others what to do?
- I have difficulty explaining what it is that I do.
- It takes me 15 minutes or more to explain what I’m doing…
- There are so many ways I can help people with. And I could help virtually everyone! I can’t decide, it’s so hard to focus.
2. Trying to do too much at once & too fast.
You’ve been trying to implement everything you learn about… and you feel frustrated and overwhelmed with lack of results.
There is so much information and different advice.
Should you start a blog? Post on social media? Implement a sales funnel? Do a webinar? Run a workshop? Guest post? Build an e-mail list? Or just “try harder”?
- My to-do list is always growing and I work many hours… but at the end of the day I don’t feel like I’ve accomplished anything.
- I feel I’m stretching myself thin…Trying to reach out, posting on social media, trying to write a new blog post… where’s the time to do my clients’ work? Plus nobody responds to my posts anyway… What’s the point of it all?
- I feel guilty not spending enough time with my family, trying to grow my business with no results… I begin to doubt myself and my abilities to support my family!
Does any of those sound familiar? Did you know there is even a name for it? It’s called a SHINY OBJECT SYNDROME :).
The good news is, whether you’re stuck at #1 or #2, the access to information is NOT your problem.
You have everything you need to start — right here, at your hands.
You also don’t need a fancy website, 120-pages opt-in freebie and an automated sales funnel.
(You will get there, but you don’t need that today!)
What you really need is a clear, step-by-step system that will help you achieve your goals.
ONE LITTLE STEP BY ONE LITTLE STEP.
Without overwhelm & feeling that your efforts bring no results.
And what are those goals?
If you are in your firsts year to coaching, you usually have only one problem: not enough clients.
And that’s where my guide comes to help you.
Hi! My name is Gosia Potoczna and I’m a personal brand strategist, working with coaches, healers & life changers.
I help wonderful people like you to boost your confidence, understand your own superpowers, find your zone of genius and leverage your quirks, so that you can:
- build a profitable business
- work with people who love what you do and pay your prices with no excuses
- get more freedom and time to spend with your family & kids… or to pamper yourself
- feel energized and motivated every day!
You can take advantage of 15+years of my branding & digital marketing experience, working with Fortune 500 companies & top national brands.
I’ve been mentored & learned from top experts like Selena Soo, Ramit Sethi or Neil Patel to help coaches, transformation leaders and consultants.
Today I’m on a mission to share my vast knowledge and help you to create a better life, a better business – and A BETTER WORLD.
My clients have been achieving amazing results like TRIPLING their sales goals or earning $3k in just 11 days after one session with me… and all that came from being laser clear about their ideal clients & personal brand.
Are you ready to get where you LOVE to be?
Here’s my fail-proof, real-life system to getting clients… even if you’re just starting as a coach.
The formula works like clockwork – when you get it right.
Getting your ideal clients begins with understanding who they are.
Your success starts here: NICHE DOWN.
Many coaches, especially life coaches, mindset coaches and relationship coaches without a marketing background were asking me:
Okay, there’s so much information about that I should niche down…. But what does it mean, exactly?
Niching down is all about finding the right part of the market for you.
YOUR NICHE IS A GROUP OF PEOPLE
WITH A PROBLEM THAT YOU CAN SOLVE
A must-have qualities of a great niche:
- PROFITABLE — and that’s the first question you need to ask: are people willing and able to pay for your solution?
- SMALL ENOUGH for you to position yourself as their go-to expert (I bet you don’t want to be a small fish in a big pond, right?)
- SCALABLE, which means that there is room for your business to grow in future
- ENJOYABLE — and that sometimes might be the most important part! It means that you need to be EXCITED while working with that group of people and helping them change their life (or business).
I’m going to walk you through the steps of niching down, paying close attention to the common mistakes that might get you in the wrong direction.
If you’ve tried to launch your services or a new program and failed, I would bet real MONEY that if we were to sit down, we would discover that something is off with one of those steps!
And if you’re brand new, getting these right from the start is going to give you:
- a boost in confidence, as you will know exactly how to talk about what you do and how valuable your services are to your potential clients
- clarity about your services & offer (ie. you’ll be able to offer what your market wants, not what you assume that they want!)
- … while saving you a ton of time & money on trial & error, as you will be laser clear about where & how to find clients.
All of these means really high likelihood of enrolling awesome clients.
If you skip niching down and start offering your services right away… you’re at risk!
Keep on reading, as I explain it in the next section of this article.
SO let’s get started!
To make it easier for you to navigate, here’s the overview of the process:
- An overview: Niching down the right way
- Step 1: Brainstorm your possible target markets.
- Step 2: Niche down.
- Step 3: Get messy! Do your research.
- Step 4: Create your ideal client profile
According to Small Business Administration research
- 53% of entrepreneurs fail by their 1st year in business
- 96% fail by their 5th year in business.
Do you know why the numbers are so bad?
It’s because most people start up the wrong way.
Not a big revelation, huh?
Yet many people make themselves extremely productive without setting the right priorities… which only means they go enthusiastically in the wrong direction!
Or they have problems with defining one direction… and get overwhelmed trying to stretch thin, so they finally give up, seeing no results.
There are 3 foundation pillars of growing a business (which means, a successful coaching practice too!).
And they work almost like a magic formula to generate revenue & bring you the best clients.
1. MARKET = WHO
Who are the people in your target market?
2. MESSAGE = WHAT
What is that your market wants?
What is your service, pitch?
What makes you stand out?
What is the reason should they choose you?
3. MEDIA = HOW
How will you deliver your message to the market?
And yes, the order IS important! Why?
Most people start with their message (they have an idea for a service or product) or media (I’m going to start an online biz!).
And they fail.
What’s the secret of those 4% of entrepreneurs who ‘make it’?
Wildly profitable entrepreneurs start with the MARKET.
- Message & media cost you money… and TIME!
- It’s your TARGET MARKET what makes you money (not your message… nor the media).
Discovering your ideal client or target audience is not an easy task. One of the biggest mistakes I see beginner coaches do is make their target audience way too broad… often because they feel they could help everyone.
For example, if you’re a life coach helping people overcome their blocks, remove their limiting self-beliefs and build an abudancy mindset… you might think:
With what I do, I can help every single person to improve their life or business.
- I can help people get better with social skills or their relationships with others, because they will become more confident about themselves, stay away from toxic people and start building deep relationships built on trust & respect.
- I can help single women or men find their ideal partner, because when they start loving themselves & stop being desperate or sabotaging their own actions, the real magic happens.
- I can help people with their career, because when they stop sabotaging themselves in the workplace and overcome their impostor syndrome, they will become confident to successfully ask for a raise or change jobs.
- I can help entrepreneurs shift their mindset so that they can stop fearing success, get out of their comfort zone and start aiming for bigger goals, which they will believe in and do everything that’s needed to achieve them.
- I can help entrepreneurs to work on their daily habits so that they will improve their productivity.
- …. and the list can go on an on, am I right?
But let’s get clear on that: everyone is not a market.
People aged 25-60 don’t make a market.
You’ cant get everyone to resonate with your message …
This does nothing but water down what you say and make it extremely vague.
The result? You’re resonating with no one.
Just take the above example.
If you’d like to cover all of those services, target audiences and the ways you can help… you either end up having 20 different offerings or you develop something general enough to cover it. Like:
I help people improve their life or business.
How excited your potential clients might be about it…?
PSSST…. Having too many offerings is one of the rookie mistakes which can cost you time & money while bringing no results. Read my guide on How to Escape the 5 Piftalls that Cause You to Attract the Wrong Clients (and Keep You Underpaid) if you’d like to learn more.
You have to be very specific to a very specific group of people.
This isn’t a popularity contest. People who’ve been there for years, like Deepak Chopra, Tony Robbins, Gabby Bernstein, Tim Ferris or Marie Forleo seem to have the biggest and broadest audiences… but even they have a very clear understanding of who their ideal client is. It’s just that their message is so powerful, it attracts other people as well.
Plus, they’ve been there for years and have a team.
In order to be successful you must get so super specific with your targeting that you have a clear person in mind that you’re speaking to.
Your tribe will grow from there – trust me.
Still not convinced?
Or are you afraid that having a very specific niche will limit your ability to find clients?
Then let’s take a look at another example.
Imagine that you’ve got a skin problem and you’re looking for a doctor to help you.
Which one would you choose:
- someone who’s specializing in skin problems but also helps with hormonal problems, digestive disorders, and food allergies…
- or the skin problems specialist?
It’s the same with your niche.
Counterintuitive as it may be, it works!
The following exercises will guide you to niche down the right way & craft your ideal client profile.
Step 1: Brainstorm your possible target markets.
To start with, let’s bring back the basic definition of your niche:
IT’S A GROUP OF PEOPLE WITH A PROBLEM THAT YOU CAN SOLVE.
So, what kinds of problems do you solve? What groups of people have those kinds of problems?
If you’re feeling like you could help virtually everyone, it’s time to break these down into smaller groups.
I’m sure you clearly understand now that you can’t speak the same language to different people.
If you have just a general & vague idea on who you want to work with, let’s give you some clues to what groups of people are you best suited to serve.
It’s also important to choose the market that will be profitable to you 🙂
What are the different groups of people who need your services?
- Can you help them solve their problem?
- Do they have the ability and willigness to pay?
- Is the problem urgent and/or painful enough so that they want to solve it?
- Are there many books, conferences, websites, etc. on the topic?
- Are there other people / companies already offering their solution to the problem?
- Which of these groups can you most relate with? Which groups do you have the most knowledge about?
- Consider your own experiences / transformation and those of your clients.
- Which life situations or roles do you identify with that might connect you to a particular group of people?
- Do you have any interests, hobbies or personal characteristics that might connect you with your target market?
- Which of these groups do you feel the most interested or excited about working with? Which of them do you find most fascinating to learn more about?
- Which groups do you know people in or already have clients in?
Feel free to add any demographics that would help you narrow the target market, based on the ability to relate with you. Age, maritial status, kids, profession, personal characteristics, geographical location, education, hobbies, etc.
We will go deeper into that in the next steps.
NOTE: If you’re not clear about your services or ways you could help others, finish STEP 5 first (to be released soon!)
Can you solve their problem?
Are they able
Can you relate?
Do you feel
Do you already know
Give points for each category:
- 0 points: if the answer is No
- 1 point: if the anwer is Yes
- 2 points: if the answer is Hell YES!
eg. You have lots in common & can connect on many levels, you feel extremely excited or you know lots of people in that group.
The group with the most points could easily be your winner :).
Service: Weight loss
Service: Relationship coaching
Step 2: Niche down: pick your ideal audience
Now take a look at your winner group and go deeper.
It’s time to pick your ideal audience – the people who will inspire you & motivate to work with.
Within your target group:
- What types of people do you love connecting with & being around?
- What types of people energize and inspire you? What are their qualities?
- What characteristics or behaviours do you refuse to tolerate? What turns you off or shuts you down?
Write that characteristics down. This way you will have an idea of who your ideal client is!
I love to work with people who…
I refuse to work with people who…
Some ideas to help you brainstorm:
I love to work with people who…
I refuse to work with people who…
The benefits of working ONLY with your ideal clients are astounding
- You feel motivated and energized to do your best work.
- You feel vibrant and inspired.
- You connect with your clients on a deep, emotional level, helping them change their lives and make a massive transformation.
- You feel positive, satisfied and confident, knowing that your work matters.
- Your business flourishes!
Step 3: Get messy! Do your research.
Now when you have the clarity about your target group, let’s get to know them better.
It’s time for your market research!
This might seem to be overwhelming and often out of your comfort zone… speaking to others and asking them all those questions…
I totally get you!
The first time I was about to publish my Facebook post asking strangers for help with my market research… I spent at least 15 minutes hovering over the “POST” button. And it felt like ages to make that decision! It was so scary!
Then my first Skype interview… I was so nervous. Will they be willing to answer my questions? What if I go blank?
But it’s worth it!
You will start talking to real people about their real problems. You will begin to build relationships.
And soon, you will discover that you feel so much more confident doing this! This is an awesome feeling, so powerful!
No assumptions taken, no second guesses = no wrong paths.
Plus, people are helpful in general. They don’t want you to fail.
To make it easier for you, I’ve prepared the exact steps you need to follow.
But before moving forward, let’s recap:
Why market research is THAT important?
It gives you powerful insights and is the key to successfully growing your coaching practice.
You will be able to:
- deeply understand your clients’ pains & problems
- deeply understand their aspirations & dreams
- use their own language in your messaging and speak directly to them… as if you were inside their head
- know where they hang out & who they follow
so that you can create a compelling message and craft your irresistible offerings in our next steps.
Now, you probably ask: but what questions should I be asking?
Don’t worry, I got you covered :).
Here’s the list of your best questions
Start with a small talk. Build rapport and show them your interest. How was their day today?
Then you can move on:
- What’s your biggest challenge when it comes to [insert your area of expertise here]?
- What is your goal for your [your area of expertise] What do you want out of it?
- How would it feel if this problem was gone? How would your life / business look like?
- How much time, effort or money have you already invested to solve that problem? What have you already tried in this area?
- Did it work for you and why? What frustrations did you have?
- How do you feel about this problem right now?
- Where do you look for advice? What books, forums or experts have you been following?
- What are your biggest goals in your life / business right now? What do you want to change during the next 3-6 months?
If you already have an idea for your program or offerings, don’t hesitate to get feedback on it!
Just let them know that you’re not making a pitch, but asking for feedback.
- What would be the most important result of my program for you?
- What kind of support during the program would be most valuable to you?
- Is it a good value for your money?
- Would you recommend that program to a friend & why?
- What could help you to make the decision & choose my program?
- Did you already worked with someone to solve this problem? How was the experience?
Your goal is to speak directly to about 10-20 people.
Make sure they’re in your target group!
1. TALK TO PEOPLE THAT YOU ALREADY KNOW
Speak directly to 10-20 people (you might be amazed how many people you already know!).
- Make a list of people that you already know in your target group.
This might be your friends, family, work colleagues, previous clients, people whom you know online…
- Announce that you’re working on the market research & ask for help.
Do they know someone from your target group? Are they willing to be interviewed?
- It’s useful to record the interviews.
2. LOOK FOR PEOPLE IN ONLINE COMMUNITIES
Arrange online interviews with strangers (and embrace your fear)
- In what online communities the people from your target groups might be gathering? Maybe you’re already a member of some?
- If you’re new to the community, be there for a while, try to get the sense of the community and ask for help with your research there.
- Places to look for online communities:
- Facebook groups
- Reddit forums
- You can offer something in return for their time and insights.
It’s best to offer something that’s related to your services: a free consultation, a book on your topic, a coupon for your services.
This will help you filter those who are really in need of solving their problem (and don’t just want to get an Amazon gift card).
- Arrange live interviews with them – you can use Skype, Facebook video or just arrange a phone call.
3. ADD-ON: LOOK UP BOOK REVIEWS
Search for books on your topic on Amazon.
- Look at the reviews, especially those with 2-4 stars.
- What’s missing there for people? What kind of advice they were looking for, or a solution to what pain?
- These reviews are your goldmine!
4. ADD-ON: USE SURVEYS
Use surveys to gather initial information about your target group.
Live interviews are best, as you can ask deeper questions and really get into the problem.
Surveys can help you organize information and find people that would fit best to be interviewed live.
- There are many free resources that you can use for surveys. Here are my favourites:
- Place the e-mail / contact information at the end of your survey and don’t make it required.
This will help you gather the information and will not scare people with your demand to give their e-mail or phone.
Those already interested & actively searching for solution to their problem will be more willing to give you their contact information.
5. MAKE A PLAN
Market research gets messy. You can get lost on the way, doing endless research… or get stuck at the thought there’s no one to talk to.
Here are the tips and examples to help you stay on track.
- Start with a clear goal.
- I want to speak to 10 people during the next 14 days.
- Now, how are you going to make it? What do you need to make it?
- I need a list of friends and people I already know in the group.
- I need a list of Facebook groups.
- I need a list of questions to ask.
- I need a recording method for my interviews.
- Set an exact amount of time that you’re going to spend on each task.
- I will spend 2 hours writing my list of questions & describing my initial offering.
- I will spend 1 hour researching Facebook groups.
- I will spend 1 hour daily, trying to get to know people in my Facebook groups and showing up actively.
- I will spend 30 minutes, twice a week, writing my Facebook post to invite people for my market research.
- I will spend 30 minutes daily, speaking to my friends and colleagues and asking for interview / referrals.
6. ANALYZE & AGGREGATE
Congrats on a great job done! Now you have lots of insights and feedback.
By the way, how do you feel now about reaching out to strangers? Did it get any better? 🙂
Okay, It’s time to organize!
- Look for patterns and similar responses. Pay close attention to the language they use.
- Can you see some subgroups emerging within your larger target group?
- What pains and problems do they describe?
- Please be aware, that as an expert, you often have a deeper understanding of their real problem than themselves. Make sure that in your messaging you address THEIR problem (the one they are aware of) and not the DEEPER problem (the one that you are aware of, as an expert).
A woman looking for a weight loss coach often thinks she has a problem with her weight or lifestyle. But the deeper, real problem might be that she has a low self-esteem or some traumatic experience in her past, right?
So to fix her weight problem, you need to help her with her mindset first. But she won’t come to you looking for a mindset shift.
- Once again, as this is super important:
Remember to note their own language, not yours!
|What are their biggest challenges?|
|What are their goals & big vision? What they aspire to be or have?|
|How would they feel if the problem was gone?|
|What did they try so far? What frustrations do they have?|
|How do they feel right now?|
|Where did they look for advice?|
|What do they want to change right now? What’s their quick win?|
Step 4: Create your ideal client profile
Woohoo!! You got through the most difficult part.
You’ve done your research and strengthen your ability to leave your comfort zone.
I hope you feel proud of yourself and took the time to celebrate it!
Now you’re ready to create your ideal client profile!
There are many various resources on what your ideal client profile (aka customer avatar) should consist of.
The next exercises will help you organize your research outcomes.
Write down everything you know about your ideal clients.
Feel free to adjust the questions below so that the list fits better your services and really helps you to relate to them & make a deeper, emotional connection.
Give your ideal client a name. This makes her a more real person, somebody that you can speak directly to.
Demographics: What are the key, objective characteristics of that person?
Psychographics: Their mindset, feelings & attitudes
Does it look overwhelming?
Well, might be. But it’s really powerful.
Imagine that you are able to speak directly to your potential clients and:
- get their immediate attention
- create rapport quickly
- position yourself as an expert (because you know exactly how they feel now & what they want!)
- pre-frame them to actively ask you for help, so that you never have to engage into sleazy sales conversations…
To make it simple for you, after extracting your research into this long, detailed description, create a 1-page summary.
This will help you to be able to take a quick glance and instantly recall the most important things.
Create your 1-page ideal client profile
- Name your ideal client.
- Pick a photo representing your ideal client.
- Use this template to present your information:
|AGE & GENDER|
|FAMILY LIFE, KIDS|
|ECONOMICAL STATUS & EDUCATION|
|HOBBY, OTHER RELEVANT INFORMATION…|
WHAT PROBLEM DO YOU SOLVE FOR HER / HIM?
What are her / his PAINS & FEARS?
What wakes them up in the middle of the night?
What are her / his DREAMS & HOPES?
How would their life look like if the problem was gone?
What is their biggest challenge / obstacle when it comes to solving this problem?
What is their goal?
OBJECTIONS & FRUSTRATIONS
What did they try to solve this problem in their own?
QUICK WINS / SHORT-TERM GOALS
What do they want to change / improve / make possible in the near future?
WHAT MAKES HER / HIM YOUR IDEAL CLIENT?
What personal qualities & attitudes makes you excited to work with her/him?
WHERE DO YOU FIND HER / HIM?
Where do they hang out?
I hope you enjoyed this guide! Did you get more clarity on how to identify & define your profitable niche?
Do you have questions that I could answer and help you with?
Let me know in the comments below! I’d love to hear back from you!
Finally, if you like this guide, I’d love you to share it with your friends!
PS. If you’d like to make progress in your business faster… consider this.
As a coach, healer or life changer – YOU are your brand.
All that you do, the way you speak, your copy, photos, your coaching agreement, even the way you dress, it all creates an image.
Stop for a while now and think about it:
How are you perceived by others?
What do they say about you… when you’re not in the room?
Your personal brand is the very UNIQUE way that you do YOUR business.
In fact, it’s the foundation for everything you do.
It’s what makes you CONFIDENT.
It’s what makes you TAKE ACTION.
It’s what makes people come to you and ASK about working with you… with no excuses.
It’s what makes the difference between a sales call and an enrollment conversation.
Without a clear understanding of WHO you are in your business… and WHO you want to work with, you could be as easily just burning money in a fireplace.
The money you’re now leaving on the table.
Do you want to keep it that way?
Let me guess… you don’t.
You want to be deliberate and strategic.
You want to know exactly WHAT you are doing, WHY and for WHOM.
This is how you create a brand that attracts your dream clients and inspires them to happily pay for your work.
I help coaches & experts accelerate their business by working with their dream clients only.
If you’re interested in working 1-on-1 with me, please apply for a discovery session by filling the form below:
Gosia Potoczna helps coaches & healers to get more clients online, consistently.
She is a Personal Brand Strategist with 15+ years of experience working with Fortune 500 companies like T-Mobile, Santander & Deutsche Bank as well as coaches, healers & transformation leaders.
She believes that no ‘secret’ knowledge should be kept behind the corporate world doors. This is why she is on a mission to share her vast knowledge and help others to create a better life, a better business – and A BETTER WORLD.
Having strong belief that mentoring is the key to success, she has invested in her own development, including top programs like Selena Soo’s Get Known Get Clients + Impacting Milions, Ramit Sethi’s Zero To Launch, Neil Patel’sAdvanced Marketing Program, Harvard Business/Icann Management 2009, and other programs regarding effective sales funnels, social media marketing + content creation.
Today, she is deeply honoured to work with Selena Soo as one of the GKGC student mentors.