The Never-Ending Debate: To Niche or Not to Niche? Here’s What Actually Matters.

Alright, coaches and service-based pros, let’s have a chat about one of the most over-discussed, yet under-actioned topics in the business world—niching. It’s that never-ending tug of war between “I want to help everyone” and “I’ve got to get specific.” It can drive you mad, right?

But here’s the thing… if you’re still stuck on whether or not to niche, you’re focusing on the wrong thing. Let me explain.

Why You’re Asking The Wrong Question?

Too many new coaches get so caught up in niching, avatars, and demographics, they end up spinning their wheels for months, waiting to figure out who exactly they want to help. Meanwhile, crickets. No clients, no cashflow, no movement.

The truth? Niching is only a tool. What you really need to focus on is problem-solving.

Because let’s be real—people don’t buy services; they buy results. No one’s waking up thinking, “Oh, I really need a coach who targets 35-45-year-old women with two kids and a love for yoga.” Nah. They’re thinking, “I need help with [insert BIG problem] and I need it fixed yesterday.”

I always say "Sell the Holiday, Not the Plane!"

Here’s where most new coaches drop the ball: They market the coaching. The process. The how.

But your potential clients aren’t interested in the plane (what you do) - they want the holiday! The sandy beaches, the cocktail in hand, the result. So, when you’re stressing about your niche, stop thinking about demographics, and start thinking about the biggest, most frustrating problem you solve. Because that’s what people are buying.

I’m talking about making your messaging so crystal clear that it’s basically a neon sign flashing, “HEY, I CAN SOLVE THAT FOR YOU!”

Don't Totally Forget About Ideal Clients - but Start with Focusing on Real Problems

Look, I’m not saying you won’t evolve and refine who you work with. You absolutely will. But if you’re just starting out, it’s time to get specific—not about the person—but about the problem.

Let’s say you’re amazing at helping people manage stress. Well, stress looks different for everyone, but here are some groups you could help:

• Corporate execs juggling deadlines and burnout
• Entrepreneurs trying to balance business and life
• New parents who haven’t had 5 minutes to themselves in years

Now, you could help all of these people, but which one makes you light up?

That’s where a little market research comes in. Start talking to these people. Ask them what’s really stressing them out and what they wish they could solve right now.

Then you can narrow your marketing to speak to that "ideal person". Because their pains and problems will all be slightly different, with different language and therefore your marketing & especially social media language needs to match theirs!

Market Research: Stop Guessing, Start Listening

Let me tell you, the number one mistake I see coaches making is guessing what their clients need. Don’t do that. Get out there and actually ask. Seriously. This is the easiest (and most overlooked) way to make sure your messaging hits home.

Three simple questions to get you started:

1. What’s your biggest frustration with [problem you solve]?
2. What have you already tried that hasn’t worked?
3. If someone could magically fix this for you, what would the result look like?

Boom. You’ve got the makings of an offer that sells itself.

Also look at your competitors posts - what are people commenting on, what struggles are they sharing.

Go into groups/forums with your ideal clients in them and look at the chat and most common questions asked. What problem are they all struggling with?

Then use their "own" words in your messaging, create offers that directly address their pain points, and suddenly you’re not just another coach in a sea of coaches or services - you’re the one who gets it.

Specificity Sells

If you’re still holding back from narrowing down because you don’t want to “exclude” people, let me say this—specificity is your friend. The more you can zero in on a particular problem, the faster you’ll grow your business. Think of it like this:

Would you rather see a general doctor or a specialist if you’ve got a specific health issue?

Exactly.

Your niche is going to shift and evolve over time, but don’t let that scare you off. Start by solving a clear problem for a specific group. You’ll get paid faster, which is going to keep you motivated and in the game. Plus, nothing beats building confidence by actually helping people get results.

The Bottom Line

Forget the endless debate about whether or not to niche. Instead, focus on what really matters: solving a problem that your people desperately want solved. When you lead with that, everything else—your offers, your messaging, your business growth—falls into place.

Remember, people don’t buy coaching or services - they buy outcomes.

So go out there, get clear on the problem you solve, and start helping people now. That’s where the real magic (and the money) is.

Until next time, stay bold and keep solving those big problems.

BUT If you are struggling to nail this down and stand out in a crowded market place. Then do a deep dive with me! In one day we'll nail this, get you 100% clear on your outcome and who you solve it for, we'll make sure you have an offer that will attract them in and then go and close more clients! - I have only one spot available for a VIP Day like this in October. Drop me a dm if interested.