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“I am a Holistic Health Coach, and I was struggling to get clarity on my marketing messages. This led me to procrastinate about marketing my services and resulted in me not reaching those I wanted to help. I knew Joanne’s expertise would help me find the right words.

Joanne worked with me to lift what I really wanted to say from my thoughts and helped me understand the kind of language which would attract my ideal client to want to work with me.

Joanne is professional and supportive in her approach. Her expert guidance took only a short time but has had a big impact.

Now that I have this clarity and know what to say, my marketing is easier, and I feel more confident. Joanne has helped me strengthen my brand and helped my messages to reach the people that need to hear them.”

Marie Brobyn


Your message matters, as it is what helps you stand out from the competition, and what attracts your clients. It is the foundation of all your marketing activity.

Like Marie, I meet many coaches, consultants, and therapists who need help to pinpoint their marketing message. The reason is usually down to resistance to targeting a specific niche in their market.

I understand that when we home in on one sector, we fear missing out on everyone else, but as Aesop said, “If you try to please all, you please none.”

There are many ways to find your niche; the good news is that you don’t have to stick with the same one forever. I often recommend that my clients focus on one niche for at least six months. That gives them time to build awareness with their target audience and become known for offering a particular product or service. After that, they can try a second niche.

Your message needs to resonate with your target audience

You may be a mindset coach that empowers individuals to transform their thoughts, beliefs, and perspectives to achieve personal and professional growth. And while it is true that we all have a mind, if you try to appeal to everyone, the chances are nobody will hear what you have to say.

So how do you decide which clients to target?

There are so many ways to niche. When thinking about your ideal client, we often look at demographics. In other words, targeting people because of their age, gender, job role, income, geographic location, etc.

And while that may work for some, there are other ways that you might find more in keeping with your values.

Think about the clients that you have enjoyed working with the most. What was it about them that made the experience so enjoyable? Perhaps they had a particular problem that you helped to solve?

Working with clients for whom we can create the most significant transformation is the perfect way to identify your niche. This way, both you and your clients gain maximum satisfaction. Let’s say that you enjoy helping people overcome anxiety around flying and  you have helped several clients to conquer their fears and enjoy holidays abroad for the first time.

These satisfied clients each give you a raving review which means you now have a bank of testimonials from happy clients who are singing your praises. You can use these as the basis of your publicity and promotion. By targeting your message to others suffering from a fear of flying, you have a better chance of being seen by your target audience.

Your message is how you differentiate what you offer

The coaching industry is highly competitive, and standing out from the crowd is crucial for success. Identifying a niche allows you to differentiate yourself from other mindset coaches who offer more general services. By homing in on a specialised area, you can highlight your unique value proposition and demonstrate why you are the ideal coach for individuals seeking support within your niche.

Gain more referrals when people understand exactly what you do

Word-of-mouth marketing is incredibly powerful. As you build a reputation for your expertise and the positive outcomes you achieve, referrals can become a significant source of new clients. When you focus on a specific niche and deliver exceptional results, your satisfied clients are more likely to refer you to others who may benefit from your coaching.

Your message is the foundation on which all your marketing is built. If you are wishy-washy, inconsistent, and untargeted, your efforts will fall on deaf ears. Spend time thinking about your audience and what you want them to hear. Then put out information that will resonate with your ideal clients, and enjoy the results.

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