4 Ways to Stand Out from the Crowd and Attract More Clients: Part 2

Tuesday June 16, 2015 comments

Did you know that you can set yourself apart as a coach, attract more clients, AND make your job easier, at the same time?

In last week's blog post, I told you how you can make yourself stand out by turning your knowledge into a proven, repeatable system.

This week, I'm going to tell you how you can...

  • make yourself more visible
  • raise your value in your clients' eyes
  • make your coaching easier for you and more beneficial to your clients, and
  • improve the effectiveness of your marketing

...all by using one simple tactic. That tactic is:
Strategy #2: Become a specialist in a very specific niche
It may sound counterintuitive at first. Won't you get more clients if you cast a wider net, and offer a broad variety of services?

To help you to understand why it's important to pick a very specific niche, I'm going to clarify the benefits I listed above.

Choosing a niche makes you more visible.

When your potential clients need solutions badly enough that they're motivated to pay for them, they're probably searching for something pretty specific. For example, if you were suffering from knee pain that just wouldn't go away, you probably wouldn't type "how to get rid of pain" into Google.

Instead, you'd type "chronic knee pain", or something equally specific.

By specializing in a specific problem, solution or demographic, you make yourself easier to find for people who have a specific problem.

It makes you more valuable in your clients' eyes.

Let's return to the knee pain analogy. Who would you expect to bring you better results? A knee specialist, or a general practitioner?

That being the case, which of the two would you expect to charge a higher fee?

When you're an expert in your field instead of a jack-of-all-trades, you instantly become more valuable in your clients' eyes, because they expect a depth of expertise that a general practitioner couldn't offer.

It increases the effectiveness of your coaching.

The perception I mentioned in the section above isn't just blind bias. When you narrow your area of expertise, and focus all your study and research into that one area, you're able to become an expert at a much higher level than you could if you were spreading your efforts across multiple fields.

This makes it easier for you to coach your clients, because instead of trying to help people across a wide range of areas that you only mostly specialize in, you're helping them in an area that you know inside and out.

Because of this, you can get the best possible results for your clients and yourself out of the time you spend studying your area of expertise, and you can coach people with greater confidence and ease.

It improves the effectiveness of your marketing.

As I stated above, people who are ready to pay for help are more interested in specific solutions than they are in "everything pills". They want to know that what they're buying is designed for the problem they have.

The more precisely your marketing message matches their pain or the benefits they want to acquire, the more powerful the response you will get.