Reconsidering your coaching niche postpartum — Episode 8 of Building a Coaching Business in Motherhood

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Gillian Bennett: Hello, and welcome to an ep-

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Gillian Bennett: Hello, and welcome to another episode of Building a Coaching Business in Motherhood. I’m Gillian, your coach and mentor, and today we are going to talk about niching down in motherhood.

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Gillian Bennett: Specifically niching down to improve your sales, to improve the quality of the clients that you have in your coaching programs, and also to potentially reconsider your niche, because when you become a mother.

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Gillian Bennett: It is really common to feel like so many things have changed in me, and about me, and what I’m interested in and who I want to work with, and so, let’s say you’d been working with a specific type of client for a really long time. I think, whether it’s motherhood or any sort of big life change or moment in which you’ve evolved a lot.

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Gillian Bennett: it makes sense that we need to sort of take a step back and be like, wait, is this truly who I want to work with, who I’m best qualified to work with?

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Gillian Bennett: And I know a lot of the time, it feels scary to niche down.

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Gillian Bennett: And you’ve probably, if you’ve been in online coaching for more than 12 seconds, you’ve heard business coaches and business mentors being like, you need to niche down, you need to be specific in who you work with, and you probably have felt some resistance to niching down farther than you already are, right?

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Gillian Bennett: you probably feel like, you know, I can help so many different people. Maybe you’ve even worked with so many different types of people, and it feels like being super specific about who you help. You’re like, I don’t want to alienate anyone, because I can help so many people. But because you are trying to reach everyone, and sort of be there for everyone, you end up reaching no one. And when I say everyone, I’m even referring to just a really big niche.

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Gillian Bennett: Because even if you have a bio that says something sort of vague, like, I help busy moms lose weight without giving up pizza, it’s like, that is…

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Gillian Bennett: I mean, pretty much all moms would call themselves busy, right? Pretty much everyone who wants to lose weight doesn’t want to give up pizza. Or maybe you say, you know, I help millennial women stop starting over. Well, again, giant niche. It doesn’t really give a lot of specifics.

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Gillian Bennett: And maybe your bio starts there, but then when we look at your content, it still tends to be kind of generic to the general millennial woman, instead of hyper-specific things about them that are gonna make someone say, wait.

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Gillian Bennett: oh my gosh, that… that is me. She is in my head.

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Gillian Bennett: And what happens is when we are trying to grow our coaching roster, especially as a mom, when our time and energy and capacity is so limited, and we want to make sure that when we actually see a client call on our calendar, we’re like, yes, I am excited to work with this client.

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Gillian Bennett: That means our marketing needs to hit even more than it did before, and it’s not just our marketing, because it’s also inside our coaching programs, is when we are working with clients that we truly resonate with, that we really love working with.

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Gillian Bennett: It is easier to work with those clients. Even if the things that they’re experiencing are challenging, it’s still easier for us to work with those clients, and that is one of the other benefits of niching down.

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Gillian Bennett: But…

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Gillian Bennett: a lot of this comes back to, you don’t have the time to overthink every post or have people waffle as they’re looking at your Instagram profile and being like, is this person really for me? Like, some of the things they say resonate, other things don’t. And now, more than ever.

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Gillian Bennett: we want those right clients in our coaching, we want people that come in that aren’t just people that were like, well, I needed a new client, so I took them on, even though they’re not really a right fit, because we know how awful that can turn out. And so today, we are going to overcome the fear of niching down and being really specific.

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Gillian Bennett: And I want to give you a few questions to start getting really, really clear on who you actually want to and are qualified to help in this season of your life.

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Gillian Bennett: And so much of this is because selling is hard. Selling is the thing that I hear people talk the most about, like, hating about their job, right? It’s like, oh, I wish I could just coach, I don’t want to sell. But…

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Gillian Bennett: the truth is, we used to be able to just post on social media. I have 3 spots in coaching available, and boom, like, people would be in your DMs.

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Gillian Bennett: But you would also, back then, get a bunch of random people, like, you’d get some, you know, some guy that was, like, wanted to train for a marathon, and then you’d get, you know, a woman that wanted to lose 30 pounds, and then you’d get, like, a, you know, a woman who was postmenopausal that, you know, has been dieting her whole life, and then you’d try to, like.

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Gillian Bennett: piece together how you help these people, even though there would be, like, one person that was your ideal client, and then the others were just like, well, they’re clients, they’re paying me, right?

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Gillian Bennett: And I would argue that we just don’t have time for that shit right now.

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Gillian Bennett: We don’t have time to be working with clients that are not the right fit. And also, we are not going to build a successful business working with a bunch of random people.

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Gillian Bennett: We are not gonna build a business just throwing spaghetti at the wall and hoping that it resonates with people.

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Gillian Bennett: And you might ask, well, okay, since I’m a mom, does that mean that I need to niche down to specifically work with moms, like, you know, whether it’s a toddler mom, or, you know, moms that are ex-D1 athletes, or whatever that is? No, you don’t need to work with other moms.

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Gillian Bennett: You might find that now, as a mother, that’s who you resonate with most, and that’s who you feel like you can really help, and you understand the ins and outs of it so much more intimately now that you are a parent.

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Gillian Bennett: But you don’t have to work with moms.

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Gillian Bennett: A lot of this is gonna depend on your expertise, who you love to coach, and what you’re qualified to help people with, and you will feel like you are drawn to a specific type of person. I just imagine that…

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Gillian Bennett: I’ve worked with so many coaches that I know that this is what happens, is that you are drawn towards a specific type of client. It’s a person that you love working with most, it’s a person that you know you’re really good at working with, but there’s a little bit of fear of, like, if I am that specific about that person, I’m going to alienate other people, or I’m maybe not gonna get any clients that are slightly different, but that’s not the case.

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Gillian Bennett: I have niched down to moms.

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Gillian Bennett: Specifically, newer moms that started their businesses

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Gillian Bennett: And I can speak from personal experience, because I resisted the pull to niche down to moms who coach nutrition and fitness for months. I resisted it, and once I made the switch.

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Gillian Bennett: And so let’s actually answer the question, why should you niche down?

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Gillian Bennett: A really great reason for this is you want potential clients that come to your Instagram profile, or come to your website, or your podcast, you want them to be able to self-identify and feel strongly connected to your message. You want them to be like, wait, that is me. The problems that she’s talking about, the results that she’s talking about, the process, like, that feels like me. This also aligns with, like, your values and who you are as a

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Gillian Bennett: person, your personality.

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Gillian Bennett: You want people to be like, like, I feel magnetized by this. And…

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Gillian Bennett: when you try to speak to multiple people, or even the same person at multiple stages in their journey all at the same time, your message can be diluted, and no one ends up really caring that much. They might be like, oh, I like this person, you know, I like this profile, but I don’t feel strongly enough

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Gillian Bennett: like, strongly magnetized by this person to the point where I’m like, I have to work with them. And we need people to really deeply care about what you’re saying, and feel connected to you as a person, or as a brand.

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Gillian Bennett: in order to buy from you, because there’s so much content that people consume. It’s… so much of it is just passive content that’s thrown at us by people that we don’t even follow. And what happens is messages like, I help

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Gillian Bennett: you know, I help women stop starting over, is just so incredibly vague that it doesn’t actually deeply call to anyone.

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Gillian Bennett: Another reason is you just don’t have the time to overthink your marketing anymore, and when you are hyper-specific, it becomes so much easier, because instead of having, you know, 7 ideas about, you know, oh, but, you know, this person might like this, but this other person might like that, oh, but, oh wait, if I write this post, like, this other person’s not gonna resonate with it.

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Gillian Bennett: You get to focus in on, and it’s…

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Gillian Bennett: It’s, kind of an… not an oxymoron, a paradox? Oxymoron? Anyways, it’s… it’s… no, ironic is, I think, the word I’m looking for. Because you think, oh, if I’m more specific, I’m gonna have less to talk about. That’s absolutely not true. The more specific and the deeper that you can go on your ideal client, it is actually easier to create content when you know this person really, really well.

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Gillian Bennett: And…

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Gillian Bennett: An example of how powerful this can be is I did this recently on a mentorship call with a brand new mentorship client.

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Gillian Bennett: She had filled out the ideal client exercise that I have for my clients, which mine is a bit different than the typical ideal client exercise that you’ll find, because I want to know not just, like, who is your ideal client, but also, who do you feel called to work with? How does that person resonate with you? Do you have things in common with them?

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Gillian Bennett: How do they think similarly or differently to you? All of that stuff is in that worksheet.

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Gillian Bennett: And this coach came to the call, where we were gonna talk about her ideal client. She ended up really broad, where she was like, you know, women, but also men, but, you know, they have this thing in common, but also they could be this. And as we started to really drill down on how… on who that person was in a really specific way.

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Gillian Bennett: I could see this coach’s face just light up, and she was like, and this about them, and this about them, because the more specific we get, the more you can actually get deep on someone, rather than go broad.

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Gillian Bennett: And so that means that she was able to leave our mentorship call with a really clear idea of, wait, this is who this person is, but also this is what this person needs from me.

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Gillian Bennett: And so that can really reinvigorate your marketing in a way that you would think, oh wait, if I’m being specific, I might have less to talk about. It’s actually not the case. You’re just able to more deeply speak to one individual person.

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Gillian Bennett: And I think what’s really helpful to remember is that it’s not just knowing your ideal client, but you also want to know what stage that they are in, because when you are in a specific selling phase, where you’re directly selling, trying to get people in your coaching program, or sell them, you know, on a group program, or whatever that is.

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Gillian Bennett: You have to be able to market to your ideal client, but your ideal client in the stage where they already want and are ready for what you are selling.

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Gillian Bennett: And that is a piece I think we’re missing. I think we are always constantly selling to someone that we’re trying to convince, which can feel incredibly frustrating, because it’s so… it’s…

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Gillian Bennett: And the last reason why it’s so incredibly important to niche down is that

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Gillian Bennett: Being that specific can build trust in a way that

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Gillian Bennett: fits your capacity as a mom, because you’re able to do it more quickly, you’re able to do it more deeply, because the things that you have built and the way that you’re communicating is so specifically for the person that shows up on your Instagram profile, or hears about you, or listens to your podcast and is like.

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Gillian Bennett: oh, whoa. Like, I need to know more about this person. So they end up binging your podcast, they end up going through every single one of your reels, they end up downloading all of your freebies, because they want to put themselves on, like, hyperspeed to getting to know you, and the way that you think, and the way that you coach.

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Gillian Bennett: And this is so beneficial for us, because it takes a lot of touchpoints in order for someone to be ready to

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Gillian Bennett: work with someone, but we can reduce that down, and we can reduce the time and the energy needed to get someone ready to buy something from us when it feels like, oh my gosh, this coach has created this thing, or is offering this thing that is specifically for me.

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Gillian Bennett: And this is so important because it’s a lot harder to stand out on social media specifically than it used to be, and…

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Gillian Bennett: one of the things that I think is so incredibly important to remember is that there are literally billions of people on social media. So we think, like, oh my gosh, if I’m this specific, like.

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Gillian Bennett: It’s not gonna draw in that many people, but…

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Gillian Bennett: toddler moms with a 9-to-5 outside the home who played college sports and wish they could get back into trading more regularly, like, that is so incredibly specific, but it’s actually a huge market. Like, there are probably millions of women just like that, purely in the United States, right?

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Gillian Bennett: And I like to say that our market isn’t necessarily saturated, because I think there are a lot of coaches that are just not gonna make it. They’re not very good coaches, or they refuse to do this work of actually niching down and being super specific to a person that they are really built to help.

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Gillian Bennett: And that’s where you can really flourish, because if you are specific, if you are really getting into, this is the person I can help, and I know I can help them, and this is how I help them.

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Gillian Bennett: You are going to outlast so many of the coaches that are refusing to niche down.

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Gillian Bennett: And there’s one quick caveat before I get into actually how you’re going to do this. Niching down doesn’t mean you turn away anyone who isn’t specifically within this perfect, like, teeny little niche that you’ve created, which isn’t really that teeny, because there’s probably millions of people that qualify.

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Gillian Bennett: And an example of this is one of my new mentorship clients is not a mother. In all other ways, she is the perfect fit client. She’s not a mom, but she does resonate with my content and the things that I am speaking about, even though she isn’t a mother. And one of the beautiful things about that is, like, we think.

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Gillian Bennett: oh, well, you know, people are gonna not even consider me as a coach if I don’t specifically hit on that thing, but you don’t control who resonates with your content. All you can control is how deeply you understand that type of person.

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Gillian Bennett: So, how the heck do you niche down, then?

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Gillian Bennett: As I mentioned, I have a process in mentorship that kind of works through this, because if we don’t know who this ideal client is and know them really, really deeply, we can’t make sure that your offer and what you are selling is actually right for this person. So, one of the things we start with is getting really clear on that, whether it’s refining it, or whether it’s redefining it completely.

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Gillian Bennett: And we want you to be super clear on, like, who am I speaking to in my content? Who am I selling to? Who is my offer, like, my program, or my group offer, or whatever it is that I’m selling, how is it a great fit for this person?

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Gillian Bennett: That said, here are a few questions that you can start with.

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Gillian Bennett: Listening to this podcast, you can write these down, you can rewind the podcast and listen to them a million times. Start with these questions. Who do you most love working with and feel like you are great at helping?

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Gillian Bennett: And what your brain is gonna do now is it’s gonna tell you it’s, like, 4 different people, but this is where I would really encourage you to even maybe write out

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Gillian Bennett: the, you know, 3 or 4 different people that your brain tells you that your ideal client might be, that you love working with, you’re really great at getting results for, and I would almost create a hierarchy of, like, who is the number 1, who is the number 2, who is the number 3, because maybe later on down the road, you create an offer or something that is great for, you know, ideal client number 2, but we need to hone in on one of them, because we need to simplify before we start

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Gillian Bennett: Going really broad with everything.

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Gillian Bennett: The next question, I want you to consider what is the market like for this person? What is already… what is already being sold to this person? But also, where do they hang out? Where do they consume content? What kind of disposable income do they have to invest? What are they willing to invest in coaching?

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Gillian Bennett: what are the things that are out there for them, and what have they invested in in the past? Because that’s gonna help you understand their buying behavior, but also what is out there that is already being sold to them, and you can kind of see, like, how that’s working.

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Gillian Bennett: The next question is really considering what problems does this person have that you are amazing at helping them solve?

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Gillian Bennett: Right?

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Gillian Bennett: For example, I know that one of the problems that moms who coach nutrition and fitness, especially new moms.

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Gillian Bennett: One of the problems that they have is that they feel like the work is never-ending, and that they are constantly just doing things, but don’t actually know the direction that it’s headed. I know one of the problems that this type of person has a lot of the time is they feel like

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Gillian Bennett: they don’t know how to take their business seriously, they’re just sort of throwing spaghetti at the wall. So the problem that I help them solve is getting clear on their ideal client, so that they actually know who they’re selling to. Then we match the offer that they have, so their program, to that ideal client, so they know, wait.

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Gillian Bennett: I’m speaking to this person, and I have the thing that is gonna solve their problems.

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Gillian Bennett: And that helps them have a clear direction and a clear path for where they’re going in their business. So that’s one of the problems I help people solve.

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Gillian Bennett: Next question.

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Gillian Bennett: How does the person that you want to work with

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Gillian Bennett: Describe their problems, and why is it so important for them to solve those problems. So again, my example, moms at Coach Nutrition and Fitness, especially new moms, one of the problems is

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Gillian Bennett: they just don’t know what they should be doing in a day. They kind of go off of, well, you know, I know I should be creating content, I know I should be trying to sell, and the way that they do those things is they’re like, I just don’t really know what exactly I’m supposed to be focusing on when, right?

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Gillian Bennett: And it’s important for them to solve those problems because they want to be a present mother, they don’t want to be distracted thinking about work while they’re with their kids.

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Gillian Bennett: So, I talk about those problems as far as, like, capacity is concerned. I talk about those problems as far as, like, having a clear path and knowing what it is that you should be working on.

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Gillian Bennett: Because it really is such a frustrating problem to be sitting in front of your computer and being like, I know I have time to work today, but what do I do? And you just end up scrolling on social media.

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Gillian Bennett: So, I’m gonna repeat the four questions. Who do you most love working with and feel like you’re really great at helping? What is the market like for that person? What’s their buying behavior?

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Gillian Bennett: What problems does that person have that you are amazing at helping them solve, and how does that person describe their problems, and why is it so important for them to solve those problems?

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Gillian Bennett: So, take some time, answer those questions, compare them to what and how you’re currently

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Gillian Bennett: messaging and marketing, and I really like taking a look at old content, because sometimes with a few tweaks, you can reuse that content without having to recreate an entire piece of content that you maybe spent, like, an hour on.

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Gillian Bennett: And… I think…

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Gillian Bennett: with that, you can also see how you can add specific identifiers. I was talking to a coach recently who… her content did feel a little bit generic, and she was talking to the woman that just kept starting over, and so one of the suggestions I made is she has some really specific cultural identifiers that are really unique to her and her life, and I think

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Gillian Bennett: Would resonate so deeply with her

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Gillian Bennett: ideal client, and I recently saw one of the reels that she had posted where she was talking a little bit more specifically about that culture identity, and it had a ton of comments. It had more engagement than she had gotten on any other piece of content, and so I think it’s just a reminder that, like, we want people to see the things that we are talking about.

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Gillian Bennett: And be like, wait, that’s me, she’s talking to me.

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Gillian Bennett: And so, I will leave you with this. It can feel scary to niche down, because it feels like, wait, I don’t want to reduce my pool of potential clients, but it doesn’t reduce your pool. It actually increases your pool of people that are like, wait, this is… this is for me.

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Gillian Bennett: Because not niching down is what makes it hard for people to be like, is this the coach for me, or is this not the coach for me? Because every single one of our ideal clients probably follows, at least at a minimum, 5 coaches. And so if you don’t really clearly show that person why you are the coach for them.

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Gillian Bennett: it’s really hard for them to choose you over someone else. And especially in motherhood, you need to protect your capacity, you need to be really clear about where you’re using your energy, and part of that is working with clients you really vibe with, not the clients that you’re like, well, I just am taking this person on because I have to, because I need to make some money.

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Gillian Bennett: And niching down is one of the key steps to making your marketing

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Gillian Bennett: Feel like it makes sense, making your marketing flow better, and it’s…

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Gillian Bennett: opening up your business to really working with those, like… I hate the word dream client, but it kind of is, like, you know when you work with a dream client, and niching down is one of those kind of… I don’t want to say shortcut, but it kind of is a shortcut to doing that, because it’s a hell of a lot quicker than just, like, posting slightly generic or more vague content, and then waiting, you know, months and months and months and years.

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Gillian Bennett: for someone that has been following you forever to be like, oh, wait, I guess she is for me, right? So take a moment to go through the questions that I offered you. You might want to listen to this podcast a couple of times, and if you want to talk about working with me or scheduling a call, you can find all of that in the show notes.

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Gillian Bennett: I would love to chat with you on a discovery call. Those are completely free. No strings attached, your child is more than welcome to join us if you would like. I…

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Gillian Bennett: have had many calls where we have a little one joining us, even though I know sometimes, like, depending on their age, that’s a little bit… a little bit challenging to make them sit still. So you can find all of those details in the show notes. Make sure to share this with someone that

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Gillian Bennett: Maybe it’s a coach colleague of yours that you’re like, hey, I think you could really use to hear… really use…

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Gillian Bennett: Share this with someone that you think might find it useful. Make sure that you are following Building a Coaching Business in Motherhood so you don’t miss any episodes, and I will see you again next time.