Did You Know That Most Coaching Businesses FAIL Because They Either Have The WRONG Niche... Or NO Niche At All?
Hi, I'm Lin Eleoff and I help coaches launch their businesses using a proven system
that starts with identifying a target market that's filled with dream clients
that you're excited to work with each and every day.
Admit it, wouldn't you just love to save the world? Hey, we're coaches after all. We have big dreams of making the world a better place by helping Everyone and Everybody feel better.
The problem with Everyone and Everybody is that they don't all have the same problem. And since they're only willing to give you 6 whole seconds of their time when they come to your website, if your message is unclear, they're gone. Like that!
The only way to save the world is to solve one particular problem for one particular group of people at a time.
And here's what happens once you've identified a group of people you can help: Your calendar practically fills itself and you feel like you solved the famous "MIT Time-Lock Puzzle" (one of the unbreakable codes of our time).
When I first started my online coaching business, all I wanted was to "help everyone." The last thing I wanted was to leave anyone behind. I was determined to offer my legal and coaching services to all online entrepreneurs, i.e., all of the online entrepreneurs that were living and breathing on the entire planet.
I attracted exactly NONE of the online entrepreneurs on the planet. (OK, there were a few, but not enough to sustain a profitable business long term.)
Mistake made? This was the one time in my life when I should not have been thinking big.
Lesson learned? Just because I think something is a good idea doesn't mean it's actually a good idea. I hadn't done my homework. Which is why...
It turned out to be a marketing nightmare.
I didn't know whether to write a blog post or make a sandwich. I was all over the place.
Not knowing exactly who I was "talking" to made it very difficult to write copy. Was I trying to reach the owners of multi-million-dollar online companies? No... they would have a legal team of their own. Should I be marketing myself to small business owners? What about start-ups? What type of businesses... product-based businesses or service providers?
As you can probably tell by now, I had exposed myself to such a broad market that it would be impossible to reach them all, unless I had millions of dollars to spend on marketing to them all, and even then there was no guarantee that would work.
Here's what it looks like when you try to help everyone:
Your website has no clear message, which means people don't bother to stick around. Your content is all over the map because the people you're trying to serve are literally all over the map. Not only do people not buy your products and services, they don't even sign up for your free stuff.
You then pull your hair out trying to figure out why "it's not working," and even that doesn't work.
It was back to the proverbial drawing board. I was determined to figure out a way to "crack the code" and identify a niche market that I could serve in a way that made me excited to go to work every day. One thing I always knew for sure: it had to be exciting!
I decided I wanted to work with coaches. And not just any coaches... Anthony Robbins is a coach but he and other coaches like him most certainly had a team of lawyers, right? Besides, I knew in my heart that I never wanted to be that kind of lawyer, i.e., on staff or on retainer.
I wanted to work with coaches who were ready for a different kind of lawyer, and having a virtual law office certainly made me a different kind of lawyer... the kind that wasn't chasing the almighty "billable hour."
I went into research mode (just like I was trained to do in law school). I talked to hundreds of coaches. I studied dozens of websites to see how successful online entrepreneurs were positioning themselves in the marketplace.
Through it all I read dozens and dozens of books and articles and listened to millions of podcasts (slight exaggeration there). Ultimately I learned some valuable information, which I catalogued in a spreadsheet.
Without realizing it, I had created a formula for how to nail a niche.
My formula helped me determine that I really really wanted to work with coaches who were just starting their online businesses and worried about the legal aspects of running a business but had no idea what they needed to do. They also didn't want to spend the bulk of their start-up budget on hiring a lawyer. They were gutsy-ass women who were determined to leave their mark on the world.
Aha! There it was.
No longer was I all over the map. I knew exactly what to do for the people I wanted to serve. I created a website that spoke directly to women coaches. I created services that they needed, but, best of all, I created a product that they wanted: I called it my "DIY Legal Toolkit" and it was a joy to create, easy to market, and it was made exactly for a targeted group of women coaches who were willing to do a lot of the legal leg-work themselves.
But wait... the story isn't over.
Once I had figured out how to nail my target market I realized that I could teach coaches the exact formula I had discovered... coaches that I knew were struggling to get their businesses up and running and were caught up in a self-reinforcing cycle of overwhelm and procrastination.
I went back to work, researching what the problem was, where coaches were getting tripped up, and I learned this: It's not enough to simply be told, "You have to have a niche." There had to be a process.
I refined and consolidated my findings. I talked to more coaches and asked them what they really needed. Unequivocally, the answer was: "A systematic, step-by-step approach to identifying a niche I can actually get excited about."
(If I do say so myself, because I used it on myself, and it worked like crazy. And other coaches have tried it. And it worked for them, too. See below.)
A goal (to build a successful coaching business) without a plan (and a strategy to execute the plan) requires magic, wizardry, and other supernatural powers we just don't have.
My formula is the gateway to executing a plan to achieve the goal of building your dream business.
Remember that dream? To become a coach and fulfill a purpose to serve a greater good. To become your own boss and enjoy the freedom that was supposed to come with that. To do what you love to do AND make money doing it so that you could take the whole family on a dream vacation.
Launching a coaching business starts with identifying a laser-focused target market.
The problem is, no one really tells you how to do that. You've heard it said many times, "You have to have a niche," but you don't really understand why that's important (in fact, it sounds counterintuitive, doesn't it?) or what to do after you identify your audience and the problem they need you to fix. Oh, and, what the heck is a niche, really?
Finally... A Formula To Help You Identify (And Dominate) Your Target Market While Attracting Clients You Love To Work With
"There is so much hype about finding a niche, like it is something that is so mysterious, but Lin lays it out in such a way that it makes sense and seems easy from the start.
To anyone who wonders what the hell they are doing, or wonders what they love to do, or wonders what makes them come alive, Lin’s NYN Formula works because it brings you clarity."
"Nail Your Niche is a fun and practical way to address a "build your business" exercise (who's your ideal client?) that I have done many times, yet never got the kind of clarity I wanted and needed.
Lin taught me that the more specific I got, the clearer my communication would be, and she's right. Since nailing my niche, my ability to communicate what I do (and why) has gotten easier and it comes much more naturally to me."
"NYN is very clear and user friendly for the beginner coach. Everything you need to nail that niche is spelled out in a one-two-three step process.
I especially loved how Lin's "businesslike meets sassy" voice comes through in every word, making it really fun to read, as well as being informative and helpful."
Coach, it's time to get off the hamster wheel and take action. No more thinking... let's get nailing. Nail Your Niche is the answer to ending the endless cycle of overwhelm, procrastination, and "Doritos Therapy."
You'll have the NYN Formula delivered straight to your inbox in a matter of minutes so that you can start "niching it down" and building your client list UP.
Nail the formula and just watch what happens to your business!
BONUS! NAIL YOUR OPT-IN: Everything you need to know about creating an irresistible free offer to entice your prospective clients to join your list.
A niche is a corner of the market that you intend to dominate with your amazing coaching skills. The reason you need one is so that you can stand out from the sea of coaches who don't have a niche and therefore are virtually "invisible" to potential clients. That's sad, because coaches have so much to offer. The reality is, the Internet is vast and you can't serve Everyone unless you have a marketing budget of several hundred thousand dollars (not an exaggeration!).
Great question. There's a common misconception that if you choose a niche you'll have to turn people away. That's simply not true. If you have time in your schedule AND you're qualified to coach someone, then coach away. Nail Your Niche is about how you will market yourself as a coach.
I knew you were going to say/ask that. First of all, don't be hatin'... it causes wrinkles.
Seriously though, when you know exactly who you want to work with (which the NYN Formula shows you how to determine), what they struggle with (again, the Formula shows you how to uncover this information), and the solution you can offer to make their problems disappear, marketing yourself and your coaching business is as natural as, well, talking.
You don't ever have to resort to hype and false claims.
You don't have to talk loudly and sound like an obnoxious used-car-salesman.
I show you exactly how to talk (and write) about what you do as a coach and how you can help people. I actually give you a script that becomes the basis for all your marketing/talking.
Marketing this way never feels pushy, contrived, obnoxious, or fake. It's all you, talking from the heart.
First of all, new business owners are famous for not making up their minds, so you're not alone.
However, successful coaches quickly learn that decisions need to be made or a business will languish in limbo (like mine did, for too long, don't get me started).
One of the reasons it's so hard to make business decisions is that we don't have all the information we need... and it doesn't help that there's a lot of misinformation out there to make things really confusing.
The Nail Your Niche Formula is designed to help you make informed decisions, taking into consideration what would make you feel excited about going to work every day.
That's the good news, Coach! You don't want to be in a market where there's no competition... it means there's no problem to be solved. The NYN Formula will show you how to showcase your personal skills and talents (and life experience) and tailor a solution that is uniquely yours.
Oh boy, I understand this one. I can't tell you the number of courses I've purchased, only to open them and want to run under the bed and hide... they were huge! I'd have to spend every working hour for weeks on end to complete them.
Nail Your Niche is not like that at all. I was determined to keep it simple and not pad the content so it would look like I was "over-delivering."
I walk you through the (eye-opening) exercises in the Formula's guidebook that is accompanied by with 4 insight-provoking worksheets that are editable and printer-friendly. In other words, I cut right to the chase to help you nail it. To make things really simple, you can answer the questions right on your computer and then print out the worksheets without taxing your printer's ink cartridges.
Regarding your point about not having the time... My dear coach friend, this is one thing you simply must make time for if you're going to build a profitable coaching business. It's like saying you want to build your dream house but you don't have time to put in a foundation.
If you don't do this work, now; if you don't get this foundational work done first, you're going to be in this same place next year, still wondering why you don't have enough time (and why your business is still not generating profits).
If you block off the time in your calendar, you'll nail this in no time.
And... expensive? Not a chance. It's only $47! Bonus: the dividends are incalculable.
Let's Nail This, Coach! Hit That Button.
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Internet business lawyer and a "coach's coach," Lin Eleoff teaches you how to build an online business from scratch.
Author of "Gutsy Glorious Life Coach" (available on Amazon) and creator of the "DIY Legal Toolkit," Lin is dedicated to helping women succeed in the coaching world.