So many coaches get stuck on choosing their perfect niche. The good news: It doesn’t matter as much as you think!
Come find out what REALLY matters when it comes to choosing your niche on today’s episode!
Welcome to burnt-out to biz boss, the podcast that teaches you how to go from burnt-out employee to fired up entrepreneur in less time and with less stress and hustle. And now here's your host business mentor, burnout expert, and professional life coach Stacy Mitchell.Stacie:
Hello, and welcome back to a new episode of burned out to this bus. I am really excited about our topic today because it is something that so many of my clients have so much drama about your niche or for some of your niche depends on how you want to say it. This is something that gets people. I'm just going to be honest, like some I've had clients who've been stuck in this. Like what do I focus on? What is my niche? What , who do I help for way too long? Like they get stuck in it and they get stuck in the murkiness of who they're trying to talk to , and I want you to know, like, that is fairly normal, but I also want to say something that I think happens. And the reason that this murkiness of being stuck happens is because you have in your brain, you have this thought, this belief in your brain, that there is this perfect niche.:
That's going to make you lots of money. I'm just going to be honest, that is going to bring you all your success. That is going to have clients being like, I cannot wait to work with you. And it's just not true. I'll get into that a little bit more later, but first I want to talk about something that I have definitely covered on my Instagram stories. So it has been awhile, which is my own history of niches. So if you follow me for a while , you know that, I mean, I have known that I wanted to be a coach and an entrepreneur since 2012. I knew it as soon as I graduated with my master's in counseling, I, I knew about were Castillo. I wanted, I wanted that kind of work for myself. That's the kind of life I wanted to create for myself, but I didn't believe at that time that it was possible.Stacie:
So I put that on hold for a while . I was a career coach for different colleges and universities , and I just sort of was like, I can't do that. I mean, just being honest, that was my belief. Like I could never do that. It was a dream, it was a dream. It wasn't like a reality that I could make my own. Yeah. It's kind of depressing actually to think about, but that's how it was in those days. But I think around 2015, 2016, I started to build this belief that maybe it was possible at least possible to be in the online business world. But I still had this, this belief that it couldn't be a coach. So for awhile , I just want to go ahead and say, like in 2016 I started a career coaching business. And then I was like, maybe I should be a web designer.:
Maybe it should be a social media manager. Maybe I should be a VA. Maybe it should be a digital marketer, which I do want to say that was all the things I was trying to do to avoid the thing that I really, really wanted to do. But I was so scared. I wouldn't be able to make happen , which I could choose to regret that time. But honestly I know now that doing all those things and sort of, you know , dipping my toe into some of these areas for a period have made me a really good business strategist. They taught me so much about online business that I did not know anything about that have really, really allowed me to grow my coaching business. So do know that, but those were not the right fits for me. There were things that tried on. And then when I, you know , decided I want to be a coach, which really came from me deciding that coaches could make good money because for a long time, I just believed like nobody's going to pay for coaching, which is a belief that is not true.Stacie:
My brain was just kind of thought in the, or stuck in the thought loop. It's not possible for me, but I just want you to know that is sort of the thing you have to overcome to get to the next step of believing. You can be an entrepreneur. You have to believe it's possible. But when someone makes that decision that they want to be an entrepreneur, they can get stuck. They just get stuck on like, well, who do I serve? How do I serve them? And it feels really hard to decide because, well, one, there's a ton of advice out there. And two , you think that there's like this perfect solution and this is just totally, totally normal. And that's especially. So if you're brand new and you haven't served enough clients yet. So when I finally just gave in to wanting to be a coach, I had decided I could make money as a coach.:
I started to believe that I started as a career coach, simple vanilla career coach, because that's what I had done in my professional life. In my jobs. I was a career coach. So it was the most, you know, it just made the most sense was the easiest solution. So I started as a career coach and then over time I moved to burnout coaching because I was seeing it in so many of my career clients. And then ultimately I moved to business coaching. And I say this because your experience with all of your clients helps you continue to , to niche down. It's it's iterative. It's easy. You almost , I mean, easy is interesting where to use. It's not always easy, but it's, it's a decision. You, you start to use the information that you have from the clients you've worked with to continue to , to iterate your business. So my best recommendation to you, if you're new and you're all going to be like what my best recommendation is to decide, which I know there's people rolling their eyes at me right now. [inaudible]Stacie:
but listen, I'm going to talk about why the decision is more important than the niche, because in many, many ways it is. If you waste all of your time, trying to create a perfect niche, then you will keep overthinking it. You'll keep questioning it. I know never get clients because you're spinning an indecision. You're not taking action on anything. You think you're working really hard on your business. But what you're really doing is spinning around in circles and not doing the work of getting clients. And a great way to think about this is to use the thought model from Burke Castillo at the life coach school, which I will give a quick overview of so that you understand what I'm talking about. Uh , but if you've never seen it before, just know there's five things in the thought model, it starts with circumstances, which is the facts of a situation.:
Your thoughts about the circumstance, the feelings that come from those thoughts, the actions that come from those feelings, and then the results from taking those actions. That's the easiest way to break it down. But when you think about the circumstance with a niche, it's just the circumstance. There is no right or wrong niche . And then you get into the thoughts. It's what you think about your niche. So if you are constantly like my niche, isn't right. My niche isn't right. My messaging is off. Whatever, you know, it's , it's not right. You, you want to think about the feelings that come from that. And the feelings are confusion, overwhelm, worry, anxiety. Like you. It's not a good feeling, right. To constantly be in this, my nature . Isn't right. I don't have it clear enough. I not focusing on the right people. If I could just get a little bit clearer, it would be better.Stacie:
All of those things, all of those thoughts. Well, if you're having the feelings from those thoughts, which are worry, anxiety, confusion, overwhelm, your actions are not the best actions for getting clients because it's really, really hard to show up for clients. If you're constantly thinking you don't know who you're talking to, right. If you're feeling confused, you're probably going to show that confusion in your copy. You're going to show it. When you show up on Instagram and your stories, you're going to show it in your posts, whether or not you even mean to, and your results from all of that is that no one wants to work with you unfortunately, or fewer people than then. You could have interested, want to work with you because you're just not, you don't feel clear unless you are not clear in your actions and people don't feel clear in the results that you're getting.:
They're confused when you're, when you're confused your client, your potential client is confused. And I just want to say there is no perfect niche. And listen to me, I work with clients on getting clear on their nation, on their messaging because it is important. But I also know that we could spend a whole year working on that. Right. And trying to get it perfect because perfect doesn't exist. So there has to be a moment where you just decide, you decide that's what it is you decided is correct. And you use those feelings from having decided, which is certainty and , and feeling excited about it and feeling like, you know, you're talking to, to take the actions that you need to get those clients. And again, there is no perfect niche . If you look closely at the entrepreneurs who are out there making lots of money, all of them, every single one of them have done it in perfectly.Stacie:
You may beg to differ, but I promise you, they have failed their way to that. Success. Some have done that without websites. Some have done it without even having niches, but they always, always have loads of belief about themselves, about their program, about the work. And they don't let niche drama get in the way of their success. They don't let it get in a way of helping people. Don't let your niece drama get in the way of helping your people. And if you really want to challenge yourself here, just decide and commit. I swear to you that my commitment to sticking with my burnout niche for at least six months in 2020 is what made me grow. Because before that, I was constantly shifting my niche. Finally, I just decided I committed. And I told myself I couldn't change it because sometimes we need to do that.:
And my business exploded. I decided it was the right niche. I decided that my clients needed me. I decided that I was a great coach. I decided, and my thoughts really helped change so much. And I want to talk about, I recently was having a conversation with my client. Laura, she's a burnout coach for social workers and for criminal justice professionals. And before we worked together, she was just really hesitant to , to niche down. She was a burnout coach, more of a generalist burnout coach at that time. But while working together , she made the decision nation on social workers and criminal justice professionals. And in one of our last calls, she was saying how just making that decision made everything so much easier and so much clearer. She knows her audience. She knows their issues. She knows their problems. Her content has become clearer. She started in group, has grown a Facebook group to over 100 members in just eight weeks. She started a podcast. Everything became easy and I will link to her group in her podcast because they are so good. So please feel free to check her out, but just know this, that that's what your niche can do. When you just decide, you decide it's the right niche. And I'm going to say it again. You decide it's the right niche. And listen,Stacie:
As I said before, there are ways to make your niche and your messaging better by talking to real people by doing market research, by making sure you're not using jargon in all of your content, but that can come after. You've decided on the basics. You can refine after you've committed and know that it will only get clearer as you go. And most of the time, it doesn't require a massive shift. It is making slight tweaks to your messaging. As you become more clear about the clients you love working with and how you best serve them and solve their problems. This is business. This is just business. I used to really imagine. And there's probably some of you out there that imagined this too , that someday I would just have everything dialed in that never need to tweak anything. Again, rich is such a silly thing to think, but it's true.:
I used to think that, and now I realize that especially so in a new business you are going to be tweaking for awhile . You'll keep improving upon what you have while you get clear and you get better at solving your client's problems. That's just part of the business process. And even if you have a ton of experience, even if you have a 10 year old business, you're still going to be making things better because that's what entrepreneurs do, right? We want to make things better. We want to serve our people better, and that's how we stay successful in business.Stacie:
So if you're in a place where you are really struggling to decide on who you want to work with and how you wanna work with them, I just encourage you to decide. And I know it's, it can feel like this really hard decision. It can feel very overwhelming and it feels like there's a wrong decision to make. But I think the great news is that you can't go wrong. The only way to succeed in business is to try and to fail and you do it over and over again. And I think people are getting more open and honest and transparent about having these conversations that you're going to fail. And that it's okay. And that it doesn't mean that you're not a great entrepreneur. It doesn't mean anything about your business. It doesn't mean anything about, you know, whether you're a great coach or whether you're a great service provider.:
It doesn't mean any of that. It just means you now have more data. It means that you're further along in your experiment because business is just one big experiment. And your niche is just one fact in that experiment experiment that you can play around with, but you don't need it to be something that you get stuck on because ultimately your niche doesn't matter that much. If you've decided that you can help people, if you've decided that you are a great person for working with the people that you choose to work with, if you show up and you commit to giving those people value, your business will ultimately succeed.Stacie:
It's inevitable. So stop, stop doing the thought loops. Stop getting stuck in your head, ask yourself some key questions, ask yourself what you want to do. Cause sometimes what I think we do is we do the thing that we think other people want us to do, or we do the thing that we think is going to make us a lot of money or we do the thing that we think is like safe, the safe option when we really already know what we want to do. So take a moment, pause and ask yourself, what do I really want to do in my business? And that is a great, great place to start. I hope this episode helps. I would love to know your feedback. Please, please feel free to jump on over to iTunes. Leave me a rating. Leave your review or snap a screenshot tag me at Stacey Mitchell. Tell me what your biggest takeaway was from today. And if you want to connect with me more, please feel free to follow me over on Instagram at Stacy Mitchell or to come join my free group, which you can [email protected] slash group.:
Great week. If you love this podcast and want more, you have to check out. Stacey's burnt out to biz boss, Facebook community, where she shares more tips, training, and free coaching opportunities. Learn more [email protected] slash group. And don't forget to review, subscribe and share with a friend. We'll catch you in the next episode.