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Finding your focus: why narrowing your niche is the key to growth (and how to do it)
Many coaches resist narrowing their focus. The thought of turning away potential clients feels counterintuitive, especially when you know you could help them. Why limit yourself to a specific type of client or problem when your skills apply more broadly?
Yet the most successful coaches often serve a clearly defined audience. They command higher fees, attract better clients, and grow their businesses faster than generalists. Niching down might seem scary, but the rewards make it worth considering.
If you’re on the fence about niching down, here’s how it enables you to open up opportunities for growth.
When you speak to everyone, you connect with no one. Coaches who niche down understand exactly who they serve and what keeps those people awake at night. This clarity shows up in their marketing, their offers, and their conversations.
A focused message helps potential clients self-identify quickly. They see themselves in your content, relate to your case studies, and understand precisely how you can help them. This makes their decision to work with you much simpler – they know you get their specific situation.
Specialised coaches become known for solving specific problems. When someone mentions struggling with scaling their consultancy, preparing for a CEO role, or transitioning from corporate to entrepreneurship, their network knows exactly who to recommend.
Your expertise becomes more visible when concentrated in one area. Conference organisers seek you out for speaking slots. Podcast hosts want your specialist perspective. Industry publications quote you as the authority on your topic. Each opportunity reinforces your position as the expert in your field.
Generic advice rarely creates breakthrough results. By focusing on specific challenges within a defined niche, you spot patterns others miss. You learn which approaches work best for different situations. Your solutions become more refined and effective over time.
This depth of understanding changes how clients view your work. They’re not buying general coaching – they’re investing in proven expertise for their exact situation. Your track record with similar clients gives them confidence you can help them too.
Specialists can charge more than generalists because they solve specific problems for specific people. When prospects understand exactly how your expertise applies to their situation, price becomes less of an obstacle. They want the right solution, not the cheapest option.
This positioning attracts better-qualified leads who value expertise. Rather than competing with every coach in your area, you become the clear choice for your niche. Your marketing focuses on demonstrating your understanding of their unique challenges rather than justifying your rates.
Smart coaches have found ways to make blogging work harder for their business. By focusing on strategic content and using new tools, they’re turning their blogs into lead-generating machines that showcase their expertise around the clock.
Pick one challenge you consistently help clients overcome. Many coaches try to fix everything for everyone, but the real opportunity lies in becoming known for solving a specific issue. Example: Instead of “business coach”, become “the coach who helps consultants overcome imposter syndrome and raise their rates”.
Think about the moments when clients have praised your work most highly. Which transformations generated the strongest testimonials? Your niche might be hiding in the specific challenge you solve time and time again – the one that gets clients telling everyone about your work.
Some coaches excel at helping clients through particular transitions. By focusing on a specific stage, you develop expertise that sets you apart. Example: Instead of “career coach”, become “the coach who guides corporate executives through their first year of running a consulting business”.
Map out the journey your current clients typically take. Notice where your support makes the biggest difference. Which stage energises you most? Where do you see the clearest results? Your sweet spot might be helping people make a specific transition or supporting them through a defined growth phase.
Your background gives you unique insight into specific sectors. Use this knowledge to become the go-to coach for that industry. Understanding the language, challenges, and culture of a sector makes your coaching more valuable to clients within it. Previous experience working in or with an industry provides credibility from day one.
Consider where your network is strongest and which industries you understand best. What sectors do you read about, talk about, and think about most? Your enthusiasm for an industry combined with practical experience creates a compelling offer. Clients value coaches who understand their world without needing extensive background explanation.
Develop a unique framework or approach that becomes your signature system. Rather than using generic coaching methods, create a distinctive process clients associate with you. Example: “The coach who combines AI technology with proven frameworks to help founders scale without burnout” or “Helping female executives flourish using the ACME framework”.
Your methodology should solve a specific problem in a way that’s easy to understand and remember. Look at what’s working best in your current coaching practice. Which techniques or frameworks do clients respond to most strongly? Package these into a clear system that becomes part of your brand identity.
AI-enhanced coaching
Incorporating AI into your coaching practice can provide round-the-clock support, offer enhanced analysis, and improve your communication capabilities, making it an ideal way to specialise. Offering an AI-enhanced approach to coaching is a timely and effective way to stand out in your field.
Focus your coaching around specific, measurable results that clients want to achieve. Getting clear about the outcomes you deliver helps potential clients understand exactly what they’re investing in. Example: “The coach who helps consultants land 5-figure monthly retainers within 90 days”.
Review your best client success stories. What concrete results have you helped them achieve? Look for outcomes you can replicate consistently. When you promise specific results and have proof you can deliver them, price becomes less important in the client’s decision-making process.
Centre your coaching around a specific type of client with shared characteristics or mindset. This helps you deeply understand their worldview and specific needs. Example: “The coach for introverted agency owners who want to build influence through content rather than networking”.
Your marketing becomes sharper when you understand the personality traits and preferences of your ideal client. Notice which types of clients you naturally connect with and get the best results from. These patterns reveal the perfect client type for your coaching style.
Build your coaching practice around core values that attract like-minded clients. This creates strong alignment with people who share your philosophy and approach. Example: “The coach helping purpose-driven entrepreneurs build profitable businesses without compromising their values”.
Consider what you and your best clients believe about business and success. Which values drive your decisions? When you articulate these clearly, you attract clients who appreciate your perspective and are willing to invest in working with someone who gets them.
Focus on a specific type of change your clients want to make. This could be professional, personal, or both. Example: “The coach who helps burnt-out consultants transition from trading time for money to running profitable group programs”.
Look at the biggest shifts your successful clients have made. What transformation do you help create most effectively? Consider both the practical changes and emotional journey involved. Perhaps you excel at helping clients shift their business model, change their working patterns, or overcome limiting beliefs. The key is identifying a transformation you can guide consistently and explaining it in terms that resonate with your ideal clients.
Layer multiple niching approaches to create an even more focused position in the market. This precision helps you stand out and command premium fees. Example: “The coach using AI-powered frameworks to help female tech executives overcome imposter syndrome in their first C-suite role”.
Start with one niching approach that feels natural, then add another layer of specificity. The more precisely you can define who you help and how you help them, the easier it becomes to attract ideal clients. Your marketing speaks directly to their situation, making you the obvious choice for support.
Want to stand out from the crowd? How about generating leads around the clock while you focus on what you do best; coaching? Try Coachvox today to see how AI can take you to the next level.
Start by reviewing your most successful client relationships. Which ones energised you? Where did you create the strongest results? The patterns will point toward your ideal niche.
Take these steps:
Remember, niching down doesn’t mean turning away clients who need help. It means becoming powerfully relevant to the right people. Your clarity helps them choose you with confidence.
The most successful coaches started somewhere. They picked a focus, tested it with real clients, and refined their approach. Your perfect niche might take time to emerge, but you won’t find it by staying general. Make a choice, take action, and adjust based on what you learn.
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