Why Trying to Serve Everyone is Hurting Your Coaching Business (And How to Fix It)

I started a newsletter, and it blew up.

I was getting new subscribers every day.

Plus, loads of comments appreciating my content.

It felt amazing (and gave my ego a huge boost).

But when I looked back six months later, I realised it had gotten me nowhere.

Sure, I had a bunch of comments, reshares, likes, and all that, but it didn’t translate into anything real for my coaching business.

My problem? I was covering too many topics—mindset, life coaching, careers, CVs, interviews, sales, frameworks, and more.

So, I decided to get specific.

When my goal became to grow my career coaching business, I focused on one thing only—career change.

Narrowing my content down caused a drop in subscribers.

I alienated some people.

But…

? It led to more enquiries.

? I got better quality comments.

? And the conversations became more meaningful.

The vanity metrics took a dive, but my business finally started growing.

Why Coaches Don’t Niche Down

Many coaches want to be everything to everyone.

It’s tempting to cover a ton of topics so that you can attract the most people. But spreading out like this often doesn’t help your business grow. You might attract more people, but not the ones who truly need what you offer. Eventually, you realise you’re putting in all this effort but still not getting real results.

So what really makes a difference?

Finding a specific focus.

When you narrow down to one area, you become known as the expert in that area. It might feel like you’re limiting yourself, but narrowing your focus can actually lead to better results for your coaching business.

FOMO Syndrome

Coaches avoid focusing on a niche because they worry it will limit them.

They think, “If I double down on one client and one problem I’ll lose out on other clients.”

But that just doesn’t happen.

Showing your expertise in one area actually builds trust, which makes others want to work with you too. Just because you specialise doesn’t mean you’ll only get that type of client. For example, if you’re known for helping founders avoid burnout, a business leader might still approach you to help their team improve their productivity.

When people see you’re great at one thing, they trust you can help with other things too.

Being a Generalist Vs Becoming an Expert

Choosing a niche gives you an information advantage.

When you focus on a specific group you start understanding their unique needs, challenges, and language. You become an expert in this one area, and people respect that.

And when you’re known as an expert in a specific area:

? Your ideal clients are more likely to reach out to you.

? You’ll spend less time trying to attract everyone.

? You spend more time talking to people who actually need what you offer.

The focus makes your coaching way more valuable to the right people.

Standing Out from the Crowd

Many coaches offer broad, general advice, which can make it hard for potential clients to decide who can really help them.

But when you specialise in a niche, though, you stand out.

Clients see you as someone who understands THEM. It makes them trust you more. And most importantly, it helps you stand apart from other coaches.

Let’s use life coaching as an example.

Many life coaches I speak to want to help people have more freedom and life satisfaction.

Instead of focusing on everyone, what if the focus was on business leaders who are burned out from running an established business?

• There is a certain lingo in the “leadership” space.
• There is a specific vocabulary leaders use that working solopreneurs don’t.
• There are certain topics leaders who are burned out don’t like to talk about in public.
• There are certain ways of operating when managing a business (and team) that founders think are true (or follow by default) that aren’t actually true.

Can you see how much more specialised your content and conversations can become when you get more specific?

How to Pinpoint Your Niche

You already have a niche. You just haven’t doubled down on it yet.

Here’s how to get crystal clear on your niche.

1.??????? Start by making 2 lists.

The first is a list of every client that has paid you to work with them. Which top 3 clients have you enjoyed working with the most?

The second list is based on impact. Which 3 clients have had the biggest impact after working with you?

2.??????? For each list, narrow down to the single biggest problem that you helped them solve.

3.??????? For each problem, what was the biggest outcome?

4.??????? Narrow down to one profile of client, one problem and one outcome.

Use that experience to shape your coaching focus.

Start small. You can always refine as you go.

Your Niche Isn’t Forever

Choosing a niche isn’t a permanent decision.

You can change it over time.

Coaches often shift their focus as they grow or discover new interests. You’re not locked in forever.

Let your niche grow with you and be open to adjustments.

How Niching Transformed My Coaching Business

When I decided to focus only on career transition coaching, my business started to grow in the right way.

I didn’t have as many people reaching out, but the ones who did were more serious and ready to invest in their future. They knew I could help them with their specific issue, so the conversations became much more meaningful. I didn’t waste time on people who weren’t a good fit for my coaching style.

This focus brought me the right clients and fewer “tyre kickers” who weren’t ready to commit.

Choosing a niche lets you speak directly to people who truly want to work with you, not just general advice.

Niching Down Means Better Clients, Not Just More

When you choose a niche, you might not see tons of new followers or likes, but the ones you do attract will be of better quality.

Vanity metrics like shares and likes might drop, but the people who engage will be genuinely interested. If your goal is to grow a coaching business, it’s much better to have fewer, dedicated clients than a large crowd that isn’t serious.

Back when I was a career coach, I went from offering job search help, CV writing, and interview training to doubling down on career transition coaching.

I saw a massive shift in my interactions. Instead of random comments, I received thoughtful messages and real questions. This created more conversations and eventually, more clients.

Great coaching is about understanding and connecting with people who need your help.

Focusing on a niche lets you do just that - connect deeply with the people you can serve best.

The Riches Are in the niches

If you’re thinking about finding a niche, give it a try.

Niching helps you stand out from the crowd and lets clients know exactly how you can help them. You don’t have to be everything to everyone. Just pick one thing you’re great at and own it.

? You will build trust faster.

? Content becomes way easier to write.

? You’ll gain the confidence to solve client problems head-on, knowing you’re exactly what they need.

Your niche is like a bridge connecting you to the people who need your unique skills the most.

So take the leap.

What are you waiting for?

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