BB#26: Niche is dead. Here's where to go instead...(and earn 13.7x more)

Specialists earn 14x more than generalists and they attract the clients that are the most invested in getting the outcome they seek.

Hinge Marketing actually did a study on this and found that people are willing to pay up to 13.7x more for elite industry experts compared to the average industry player.

But here’s the thing: being a specialist has changed.

When I started coaching, being a strength and conditioning coach was considered ‘specialist’. That was enough to stand out. I built a great business from it. But now? It’s not. Today, there are power training experts, mobility experts, Olympic lifting experts, speed and agility specialists—the list goes on. Niches within niches.

Or what I’m calling ‘Micro Niches’.

The same goes for mindset coaching. “Mindset” is so broad it’s practically meaningless. There are mindset coaches specialising in performance under pressure, my friend Aaron is a resilience coach, I have a client Ally that works on lifestyle strategy, there are coaches focussed on overcoming limiting beliefs, anxiety management, productivity hacks—each carving out their own micro-niche.

Clients want to know exactly how you’ll solve their specific problem, and they’ll pay a premium for someone who’s an expert in that one thing.

Exactly the same with business. Once upon a time, you could just say, “I’m a business coach,” and that would be enough to build authority. Not anymore. Now there are business coaches who specialise in scaling e-commerce brands, coaches for tech startups, for personal brands, for real estate agents. There are coaches focused exclusively on helping their clients raise capital or build team culture or even high-ticket sales. The broad, catch-all “business coach” is essentially meaningless.

Here’s the point I want to hammer home: the market rewards specificity. Not just being an expert, but being the expert for a specific problem faced by a specific group of people. That’s what creates demand. That’s what justifies charging 14x more than the generalist down the street.

Here’s my advice to you. If you’re unsure where to specialise, start by looking at the parts of your work that you genuinely enjoy. What tasks light you up? What results make you proud? Lean into those areas to uncover what you’re truly passionate about and where you can create the most impact.

Super Important: passion alone isn’t enough. You also need to find a way to monetise it. That’s where you need to build a signature outcome based programme that you can sell for great money.

See when you lean into the areas you‘re passionate about and educate the market you actually create demand that way. You make people aware of the need for your skill set and specific outcome.

But if you don’t have that outcome based service or programme there’s no money in it for you which as your business coach would be pretty bad advice :)

Let’s work through some examples:

If you’re a fitness coach who loves working with athletes, maybe your niche is helping sprinters perfect their form for explosive performance.

Or, if you’re a mindset coach who thrives on helping entrepreneurs overcome self-doubt, your specialty could be building unshakable confidence for business leaders.

Or perhaps you’re great at marketing but when you unpack this it’s actually writing email copy that’s your thing and plenty of business owners would love that service.

By focusing on what excites you, creating that signature programme, positioning yourself as the expert in that space and leading the market you’ll end up with a thriving business but also enjoy the work you do every day.

Instead of chasing volume, you focus on serving a select few at the highest level. That alone elevates your perceived value which is nice, but also allows you to deliver your best work, that transformative coaching for your clients.

I want that for you!

If you want to learn how to do this for yourself watch my free video training called :

The 4 Steps to Generating Qualified Leads and Selling £1-7k Programmes Using an Automated Marketing System.

It’s a short, punchy training that I think you’ll get a ton of value from. It’s the exact same process that I go through with all my clients and many of them have literally gone from having a handful of clients at ‘market prices’ to selling their core programme for anything north of £1k up to literally £50k.

Over to you :)

Talk soon,

B.

My clients winning, here’s just a few recent examples:

• A selection of clients winning Here. 

• Learn how Sam from a handful of clients signed 5 clients from one event Here. 

• Learn how Russell generated £32k of increased revenue in just 6 weeks Here. 

• Hear from Craig who signed his first £30k client and scale from there Here. 

• A selection of my clients speaking about their personal and business transformations: https://youtu.be/DefGWRjHrsA 

• Tons more on my website here.

• And my Linkedin here (scroll to featured section).

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