Niche, niche and niche some more!
This probably isn’t unique to the coaching industry but in my experience as a life coach in particular, I feel I hear the importance of niching on an almost daily basis! And not just niche; micro-niche, mega-specific-niche, one ‘problem’ -one client niche.
Must we niche as a coach?
I really do get the intention behind niching, see the value in it and understand why it is recommended. The harsh truth is when you try to speak to everyone you talk to no one (or perhaps more specifically, no one is listening).
So herein lies the issue – to talk about coaching, from a marketing perspective, niching makes sense. But there is quite a big ‘but’ for me – coaching is consistent and universally applicable. I had this conversation with a brilliant fellow coach just this week.
The generally accepted guidance and abundant advice, which logically makes sense, seems to be to market yourself in the micro-niche way, very specifically so someone can identify immediately if you are talking about them. And in the meantime, it doesn’t mean you don’t work with other people that don’t entirely fit this micro-niche.
But niching means I won't attract some brilliant people!
Ah. How are these people that don't quite fit the micro-niche going to identify me as a coach to work with? Here is where I am torn! I have used the term ‘the lost mum’ coach for quite some time now, but I have had someone say to me ‘I nearly didn’t choose you because I am not a mum’. And I totally understood – but am very glad that she chose to work with me and we had a brilliant coaching partnership together.
My take on niching and coaching!
Here’s my take on (life) coaching as I know and practise it, and how this relates to this concept of niching, making it feel a bit tricky to navigate (and I know it’s not just me!)
· Coaching is universal and consistent, regardless of who you are
· Many of the coaching issues and topics I have come across (over 4 years) are consistent
· The differentiating factor (and for some people, the ‘’niche’) is you, the client.
If I break this down into more detailed explanation:
Coaching is consistent, meaning it involves:
- curiosity, with kindness and no judgement
- exploration of what 'is'
- understanding of what is desired
- creating new thinking of what is possible and options
- navigation of bumps in the road
- support for translating thinking into positive action
Many topics and issues discussed in coaching are similar:
- around work (e.g. am I valued? is this a good fit for me? how do I manage a tricky work relationship? I want to progress but am not sure how?)
- around ourselves (e.g. I'm not sure of my capabilities. What if I fail? What will others think of me?)
-around life! (e.g. what do I even want any more at this stage of my life? I thought I would be / do / have xxx by now and it hasn't worked out that way. I can't see a different path ahead for me or have the confidence to try something new now).
The part that always changes is you, the client. Your life, your circumstances, your views, your thinking are all a unique combination to you, and your outcomes from and personal experience of coaching will be unique to you as well.
I love supporting clients through coaching. But I also know that a vague message doesn’t land! So what does all this mean for me, my coaching and niching?
My approach to coaching and niching
Well, I might be breaking all the rules here (but it’s my business so I get to make my own ones, plus I can change them again if I need to!) but I’ve identified that I have 3 key areas where I feel I am playing to my strengths and make a difference. And they may even overlap too!
The first is supporting midlife mums who feel like they’ve lost touch with who they really are, what they truly want, and where they're headed. My aim is to help them confidently reconnect with all of those things again, ready to create the next chapter of their lives with renewed clarity, energy and self-belief.
The second is supporting small business owners – I am one of those too. All of the hazards, pitfalls and obstacles, I have fallen in, under and over as well! Transitioning from employment to small business owner takes courage; staying as one needs clarity, focus and a plan plus the mindset to support you with that, so you can avoid procrastinating, self-doubt and decision dilemmas. I can and have supported people with this and it’s a joy and a privilege.
Finally, it would probably be a bit short-sighted to discount my 16-ish years in HR prior to becoming a coach. All my experience has of course shaped the coach I am now, but I also understand the challenges and dynamics of supporting employees in a workplace – and our work is a significant part of our identities. Supporting employees to be clear on their ambitions, take responsibility for their role in achieving these and overcome challenges, navigate work relationships, disagreements and find a way forward is also a joy. And who doesn’t want more opportunity for joy in their lives?
So there you have it, perhaps I am triple-niching, not niching enough, will niche again in the future. But for now I am happy with my approach to the niching conundrum!
If you’d like to know more about the kind of coaching I offer, and whether it may be right for you, or your organisation, please don’t hesitate to get in touch kathryn@kbmindfulcoaching.com
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