Discovering Your Niche: A Blend of Passion, Data, and Story

If you’re new to coaching and niching is causing you stress then this article is for you.

From speaking to 100s of coaches, committing to a niche seems to be the most anxiety inducing thing in their business. But it needn’t, and by the end of our chat, you’ll grasp why.

But first let me share my journey with niching.

I first trained to be a coach as I knew it was how I wanted to lead the business I had built.

Which after 4 years of blood, sweat and tears, that business was wiped out by covid in a matter of months.

Which left me on my knees and with a pile of debt… but it also happened to be the best thing that could of happened to me. Coaching was my true calling, and this gave me that nudge.

But with a a baby on the way, and no savings just debt, I had little time to sit around and think, I needed to make money fast and I didn’t want to get a job.

So I just coached anybody and everybody.

I called myself a transformational coach, I shared my story, created content on stuff I wanted to create and consistently invited people to experience coaching with me.

I also made up offers and was constantly testing ideas.

And over the first few months I coached people from all walks of life on all sorts of challenges of life. I coached on launching a business, productivity, getting a promotion, mindset, you name it I coached on it.

I knew the power of coaching transcended experience, and it was my story that connected people to me.

As I coached more people, collected more data and continued to create content on things I loved I started to see patterns.

More and more men were coming to me. And they were coming to me for routines, habits and discipline.

Which was a big part of my story… I was once a fat lazy slob, and at that time I was jacked, super disciplined and a high performer. So I had authority and people paid attention.

And so did I.

I got obsessed by my audience. I got obsessed by collecting data. And I used that data to market back at them.

I tweaked my profile, spoke in my client’s language and started to call out more men looking for the things they told me they were looking for.

And it worked.

Over the next year I filled 5 group coaching programs, each with 12 men wanting more confidence, motivation, discipline and consistency.

60 men who were essentially the previous version of me… frustrated, lacked discipline, and wanted more.

I knew them well.

And as I got to know them better and better, my marketing and content got better and better… along with my business and revenue.

So my learning was this…

• You are your niche.
• Your story is what brings people to you.
• So tell it. Don’t hold anything back.
• Even if it means your content is varied at first.
• Don’t worry about putting yourself in a box… make it your goal instead to be prolifically testing.
• Always be testing.
• More is more. Don’t overthink it. Get messy and ship it.
• Create, listen and observe.
• And when you spot trends, lean in.
• Get obsessed by collecting data (like people’s frustrations, fears, wants and aspirations).
• Solve those frustrations and wants in your content and to test more.
• When people are willing to pay you lots of money to solve a problem, its a good sign.
• You’re getting close…
• If you can create a whole load of value for those people, have access to them and like working with them… you have your niche.
• Now it’s time to commit and double down and create a Unique Framework for Success specific to your niche.

Remember, your niche is a journey. It will change. And if it’s causing you stress, breathe. Trust it will come.

Just make it your goal to always be creating and always be testing.

But before you go, I’d love to hear what one insight/question this brings up for you. Just hit reply to this email… I’ll always reply.

Big love,

Joel

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