Discover Your Coaching Niche

In the first part of this article we examined the three marketing communications coaches need to undertake.  We have already examined the importance of deciding on your target market.  Read on for communictions two and three.

2.  What services we offer them

What do we offer, really?  It’s not coaching – it really isn’t.  Clients don’t buy coaching.  They buy solutions to their problems. 
 
So what are the services that we offer to our target market?  We need to be able to communicate what these are, clearly and unambiguously.  And ensure they’re clearly linked to the resolution of our clients’ problems.

We need to be sure that these offerings are actually wanted by our chosen market.  
We really want to have a ravenous crowd, desperate for these services.  If there is not a strong demand, we should not be offering those services.

It’s important to match the services we offer with our target market.  That’s one of the fundamentals of marketing.  But have we communicated effectively with our market?  Have we asked them what they really want?  Or have we assumed that all coaching clients have the same needs, and get the same generic coaching services?

3.  Under what circumstances

The third thing we need to communicate is under what circumstances we offer our services.  This includes our fees, frequency of coaching sessions, whether it’s face to face or via the phone. 

This communication is usually dealt with in the ‘contracting’ phase of negotiations.  But coaches will not get to this stage unless they’ve already clearly communicated who they serve, and with what services.

This article continues in the next post.

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