Are you a specialist or a generalist?

We are all aware of the coaches that just seem to attract all the opportunities and clients without really doing much.

These are the specialists. The rest are generalists, and they get the results of a generalist…is this you?

What are you KNOWN for? ….Really?

When someone struggles with a specific problem, is it your name that they think of first?

If you answered no, then you’re about to learn about a specific insight that will help you see massive amounts of growth in your coaching business.

If you've consumed my content before, you'll know I preach about the '5S Formula', in this post we are going to dig a bit deeper into the 1st S.

When your roof breaks, who would you call? A handyman or a roofer?

......Point proven.

A specialist attracts people who are happy to pay a premium for their expert knowledge.

Do you know your perfect client? What type of person are they? What are their interests? What are their pain points?

Once you know the answer to these questions, you can brand yourself and create content, packages and services that appeal directly to this person. You WILL find it so much easier to sell to a specific audience rather than trying to appeal to everyone. Try to please everyone and actually please no-one.

For example, my target audience is coaches, so I connect with coaches & provide them valuable content that helps them solve their pain points consistently. The messages I get never fail to make me smile.

“Oh my god it’s so weird how the universe works, I needed your services and then you appeared on my social media network.”

“The timing couldn’t have been better.”

“You are offering exactly what I need.”

I could keep going on about the various different messages until the cows come home but the point remains the same. Get clear about who your perfect client is, make a list of their pain points and create products/services that help them cure these pain points. It really is as simple as that.

Here are a few examples of recent clients & the shift they made in their offerings. The shift in their results are profound. I hope these examples give you a spark of inspiration to adjust your offering. (I usually find that this expert knowledge and passion has been bubbling away inside you for months, years and sometimes decades.)

Mindfulness Coach (Generalist) ——> Giving Busy Professionals The Tools To Fall In Love With Life (Specialist)

Life Coach (Generalist) ——> Helping Women Re-Discover Their Self Worth (Specialist)

Personal Trainer (Generalist) ——> The Body Transformation Coach (Specialist)

As you can see, the shift in how they label themselves completely changes the feelings and perceptions of what they do.

To use the first example, the mindfulness coach could only work with people who were aware of meditation, but with the new direction…he can appeal to busy professionals and help them increase their love for life…using meditation. Just a subtle change like this can have RADICAL results.

He now uses social media to connect with business professionals and provides them with educational, inspirational, motivational & fun content that help them create more enjoyment within their lives…this naturally leads to more enquiries for his 1-1 services.

There are many facets and benefits to this approach & this is just 1 example.

We have created guided meditations for busy professionals that he sells via his website which is yet another way of providing value to his target audience and another stream of income. The possibilities are endless.

I’m getting fired up just writing this!!!! I need to go and use some of this energy.

See on the other side.

If you have any questions regarding clarifying your new direction / niche, message me and I’ll be happy to help.


Any Questions?

Lewis Murray - The  Branding Expert For Coaches
The Trinity, George Street, DE14 1DP

Company number 11287064