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How to Nail Your Coaching Niche

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When I started my coaching business I assumed that the clue to my coaching niche lay in the ditch with my broken heart.

You know that ditch?

It’s the point when the big U stopped sending you little alerts to change (cos you kept ignoring them) and instead presented you with the mother of all signs that sent you spinning into a new (and improved – except -you-didn’t- know- it -at-the-time) trajectory?


What was that ‘ditch’ was for you? Divorce? Health scare? Redundancy (or being frog-marched off the premises)? Stage-fright?
Or just waking up one morning and thinking “how the hell have I ended up here?” as you surveyed your not so spectacular existence?

Well, many of us coaches (me included) start out assuming that our Niche must be somewhere in that ditch. After all, that is what we’ve navigated our way out of, isn’t it?

That’s the shit we can talk about as our “struggle”, right?

That was when we “woke up” and recognised that there was another way, and all that pain and angst was showing us that other way…

BUT…What if your niche isn’t in that place at all?

Consider this: That so called ‘ditch’ was a just a symptom of the real problem you now help your clients solve.

That ditch was an inevitable outcome of the life you were leading up to that point (Aaaaand the outcome that you want to prevent your clients getting to)

Key questions to ask yourself are:

👉Who was I being or NOT being during the years leading up to the inevitable “ditch” moment?
👉What was I doing / NOT doing during the years leading up to the inevitable “ditch” moment?
👉What beliefs did I have that didn’t serve me and and led me blindly into the ditch?
👉What was I tolerating for years that now I wouldn’t stand for a second?

In those questions lie the clues to the actual problem you solve for your ideal clients and the gift you bring to the world.

Combine your gift with the skills you’ve learned through your work or life…then you have a powerful coaching offering for your ideal clients.

Check out my short training with examples to help illustrate this here:

I hope you found this useful and that it helps you clarify your passionate niche.

Sanae x


  1. Sofia Pacifico Reis

    You’re the best at this Sanae. You are the true Niche Whisperer.

  2. Sofia Pacifico Reis

    You’re the best at this Sanae. You are the true Niche Whisperer.

  3. aire lavado

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