The coaches who struggle most are generalists. They coach "anyone who needs help" on "whatever they're dealing with." This approach feels inclusive but actually repels clients.
Why Niching Works
When you specialize, powerful things happen:
- You become the expert - Known for one thing, not many
- Marketing gets easier - You know exactly who you're talking to
- Referrals increase - People remember specialists
- You can charge more - Expertise commands premium pricing
- Your skills compound - Deep experience in one area beats shallow in many
Finding Your Niche
The Intersection Method
Your niche lives at the intersection of:
- Your expertise - What you're genuinely skilled at
- Your passion - What energizes rather than drains you
- Market demand - What people will pay for
- Your story - Why you specifically should serve this audience
Niche by Problem
Focus on a specific challenge: burnout recovery, career transitions, relationship repair, leadership development, confidence building.
Niche by Population
Serve a specific group: executives, entrepreneurs, new managers, working parents, men, women, specific industries.
Niche by Both
The tightest niches combine both: "Leadership coaching for women in tech" or "Burnout recovery for healthcare professionals."
Testing Your Niche
Before committing fully:
- Talk to 10 potential clients in that niche
- Validate they have budget and urgency
- Confirm you enjoy working with them
- Test your messaging and see what resonates
The Fear of Missing Out
Coaches resist niching because they fear turning away business. But the opposite happens: you attract more of the right clients while still accepting occasional others who find you.
You're not limiting yourself. You're positioning yourself.