How to Avoid The Five Fatal Marketing Mistakes Made By 80% of All Coaches – part 1
There are five fatal marketing mistakes that are made by at least 80% of all coaches. Are you strangling your coaching practice by making these mistakes? Read on to find out.
Mistake 1. Not Having a Niche
By far the biggest mistake made by coaches is not having a niche. Admit it, you’ve heard this many times, but you may not have taken action on it yet.
According to my research, 67% of all coaches do not have a niche. Many claim to not want one – “they like the variety.” The fact is that the most profitable coaching practices are those that do have a niche. And the coaching practices that have a niche find it the easiest to market to their target market.
So what is a niche?
A niche is a small, distinct part of a larger market. It’s one that has a definable set of members that are distinct from the mass market. The niche will be homogenous but distinct from the mass market in several important ways. These may be geography, psychographics, demographics, buying and other behaviour and will certainly include their preferences.
This means that understanding the makeup and preferences of your niche is likely to be a profitable activity.
Mistake 2. Not Knowing Their Biggest Problem
Members of a niche have specific needs and wants, and they have a small
number of specific problems that are similar within the niche but
different to the mass market.
You must know – or be able to find out – the problems that are commonly experienced by your niche. Whatever niche you have, there will be common problems experienced by most members of the niche.
If you don’t know the biggest problem (or problems) experienced by your niche, you will not know what they are most willing to pay good money to resolve.
If you do know their biggest problems, you’re half way to a solution. You need to be able to define the problem succinctly and specifically.
As well as asking what the biggest problems are, as why this is a problem. This will get you good quality information that you can use in creating a solution to the problem.
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