Being an expert coach in your niche does not necessarily mean you have to be a technical expert in the industry you operate. Obviously, industry knowledge is very important. But your clients already have good industry knowledge and they are not able to solve their own problems!

In Part 1 we explored four strategies that can assist you in becoming an expert in your niche. Below we look at another four strategies:

Explain the significant research, discovery, processes you went through to identify and develop your niche solutions. To add value to your niche solutions, and build your credibility as an expert, you should explain in as much (applicable) detail as possible your story of how your identified the needs of the niche, what affinity you have with them that led to you wanting to help, and the detailed process by which you developed solutions to their problems.

For example: The best ‘Date Coaches’ have themselves walked the talk and been on hundreds of dates to refine, develop and prove their dating systems. If you read about a ‘Date Coach’ who has worked with over 250 clients across 4 continents, conducting research for the last 12 years as to why certain behaviours have measured and predicable ‘dating outcomes’ you would be interested to ‘read on’ wouldn’t you?

Associate yourself (name, qualifications etc) regularly with your brand and niche. In order to align your brand and your expertise with your niche you must consistently refer to yourself, your skills, expertise and quals when communicating your marketing message.

For example: Dr Rosie King is a relationship specialist and ‘Intimacy Coach’ who has done an excellent job over the last 10 years of associating her name with the relationship and intimacy niche.

Have a Positioning Statement. A positioning statement is a branding strategy to associate your prospective client’s needs with your product and to create a shortcut to peoples thinking and perception. A positioning statement is a short and powerful statement (preferably a few words or a single sentence) about how your service relates to your niche.

Ideally it’ll be related to the specific problems/solutions offered to your niche. Your positioning statement should be used on all stationary, in all marketing and advertising, signage and communications (like your email signature). When your prospects read your positioning statement it should be immediately apparent what your service is and how you can assist them overcome their niche related problems.

For example: Patti Feinstein is one of the Western worlds leading ‘Date Coaches’. She has a brilliant positioning statement as ‘America’s Dating Coach’.  She is interviewed weekly on TV and radio around North and South America and is introduced as ‘America’s Dating Coach’ – Patti Feinstein. Her positioning statement defines clearly what she does and using ‘America’ gives her instant credibility and national appeal.    

Develop educational services so that you become an ‘educator’ rather than a ‘salesperson’ in the field of your niche. Experts educate and generalists prospect. To position yourself as an expert you must establish yourself as an educator, not just a salesperson, in your niche. To achieve this you should offer educational products and services, of high perceived value, to your niche. These could include:

  1. Teleclasses;
  2. eBooks;
  3. Seminars and public speaking engagements;
  4. Newsletters;
  5. Electronic communications that include emails and e-Zines;
  6. Online opt-in programs;
  7. ‘Educational’ 3 to 5 minute audio recordings (stored in MP3 format on web);
  8. Mediated On-line chat forum. 

In Part 3 we will discuss further strategies…