The following is an excerpt from the book Get Paid For Who You Are.
Until you’re clear on your target market, it’s too easy to wander aimlessly, wanting to help, but unable to. it’s like trying to run with your shoelaces tied together. When you are clear on who you want to help — your “target market” — you’ll want to tell everyone who’ll listen and forge ahead with energy.
a target market or niche is the group of people you’ve decided to help. You can narrow it down in lots of cool ways, including age, income, where they live, occupation, or what they need. a target market is very specific and helps you to focus your marketing efforts. Without it you can get too scattered to succeed.
Many people ask, “Why do i need a target market? Why can’t i offer my services to everyone?” after all, why would anyone want to turn away customers? it can feel limiting.
However, choosing a niche or group of people to focus on doesn’t keep you from working with other people outside of your niche. You’re still allowed to work with others when they come to you. Surprisingly, it increases the number of people who come to you because you’re more attractive; you’re clear, focused, working with the right clients and happy. More importantly, it makes it so much easier for the right clients to find you!
The following is taken from David’s interview with Jim Earley in 10 Super Coaches.
What training, experience and qualifications did you have when you started coaching?
Well, firstly I had some solid academic qualifications. Aside from those – although I had no specific coaching training – by the time I came to coaching professionally, I had:
- Taken one college class and one honors program on interviewing.
- Taken classes on interpersonal communication and non-verbal communication.
- Read every book David McClelland had written on motivation as well as others.
- Taken one year-long program devoted to the nature of listening.
- Spent five years developing an internal style of coaching as a swimming coach.
- Developed an approach to problem solving.
The following is taken from David’s interview with Judy Feld in 10 Super Coaches.
What are your coaching niche(s)? How did you discover this?
Niches and specialties are very important in the growth of a coaching practice.
I think you create niches and specialties, not discover them. Here are three of my niches:
- Technology executives: CIOs, IT VPs, etc.
- Executive Women
- Career Changers
How would you suggest coaches find their niche?
Know yourself- use assessments: behavioral styles, values, strengths, etc. Coach people whose work you are interested in, and concentrate on niches that fit your strengths and background.
Be consistent in your messages; craft your own identity.
Invent your own sub-niche; create your unique area of specialty.
Strengthen the reserve in your business so that you can invest in long-term specialization. Be open to change.
Communicate continuously and creatively with your target market.
Provide real value; continue to add value.
Choose your specialty so that it does not depend on fads- fleeting whims of your decision-making population.
Above all, choose niches and specialties that you enjoy.
The following is taken from David’s interview with Rob Cornish in 10 Super Coaches.
What top three methods, in order, did you use to get your clients in the first 2 years?
- Existing network- The customers I had in my racing shop, and my long time reputation in auto racing. My reputation and recognition was most significant in getting clients at that time.
- Placing ads- In local and national racing enthusiast newspapers and magazines.
- Referrals- indirect referrals, people seeing the results of the people I was coaching.
Tap into the network of people you know, offer them sample sessions of your coaching if for no other reason than having them understand what coaching is about so they can refer people they know to you.
The following is an excerpt from the CoachStart Manual.
Creating Your Speech
You need to decide who you will speak to. Who do you want to help? Women? Teens? Corporations? People in Rehabilitation? Spiritual people? When you know who you will speak to/help, you can start to try and find them.
Ideally, choose people who would pay for your services — who have money. Pick a topic which solves a problem people have. If you speak on ‘enlightenment for underprivileged children’ you’ll likely command a lower fee than if you speak on ‘how to make your customers choose your company over others’. Of course — if money isn’t important to you, this won’t matter.
Speak on something that’s VERY important to you and which you feel makes a difference to the world. If you don’t come from the heart and say what you really feel/mean, you won’t get the gigs, you’ll be unhappy, or both.
The following is an excerpt from the book Get Paid For Who You Are.
You can create a lifestyle of:
Location Freedom
The ability to live or travel anywhere in the world, including the simple joy of working from home.
Time Freedom
Being able to choose to work five days a week, or one.
Financial Freedom
Not having to check the prices when you buy things that bring joy to you and those you love and not having to worry about money again.
Inner Freedom
The freedom to be yourself, and to share what you know and love with the world.
