57 | How to build your profitable niche and offer pyramid

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Hello and welcome to Women in

the Coaching Arena podcast.

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I'm so glad you are here.

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I'm Jo Lott, a business mentor

and ICF accredited coach

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Microphone (Samson Q2U Microphone):

and I help coaches to

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build brilliant businesses.

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I know that when you prepare to enter

the arena, there is fear, self doubt,

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comparison, anxiety, uncertainty.

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You can tend to armor up and

protect yourself from vulnerability.

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In this podcast, I'll be sharing

honest, not hype, practical and

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emotional tools to support you to make

the difference that you are here for.

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Dare greatly.

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You belong in this arena.

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Hello, welcome to the 57th episode

of women in the coaching arena.

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I am so glad you are here.

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I have thought long and hard about

what to record for you today.

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Because I think there is

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so much how to content out there.

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And there is so much noise.

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That I'm really hesitant to add to that.

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But I do want to help.

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So what I thought I would do

today is bring some how to content

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into a more holistic approach.

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So you build something really solid.

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So this is my profitable

niche and offer pyramid.

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So I would love you to think of a pyramid.

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And we're going to start from the bottom

and there are four layers to this pyramid.

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Our first step on the

bottom of our pyramid.

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Is a front door focus on a

simple a to B transformation.

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So this is your I help statement.

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So I help coaches to get

clients with honesty, not hype.

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That is my I help statement.

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You was, might be something like I

help mums who are stuck in a rant,

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get into a job that they love.

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Maybe it's I help leaders who

struggle to speak up in meetings

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communicate clearly and concisely so

that they get their next promotion.

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I often talk here about the

front door, back door framework.

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So if you're thinking about

your, I help statement.

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Really think about whether you are

focusing on the front door needs, which is

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something that they are actively looking

for, that they know that they want.

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So that might be for

example, to get a new job.

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And what we can end up doing as

coaches, because we know that there

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is so much more to getting that job.

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Is focusing on the back door, which

is knowing their values, elevating

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their mindset and improving their

confidence, knowing their strengths.

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and yes, we do need to talk about

that stuff, but we always need to

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lead with the front door, which is the

thing that they really, really want.

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And I often talk about when

I first qualified as a coach.

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And my friend was applying for jobs

well beneath her pay grade because

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she'd lost a lot of confidence in having

children and taking that step back.

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And so I was wanting so eagerly to use

my new coaching skills and saying, come

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for coaching, it really help open your

mind and we'll work on your confidence

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and we'll do all this amazing stuff.

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And she said to me, That's really

nice, but I haven't got time right now.

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I need to get a job.

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And what I could have done is sad.

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Come work with me.

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I will help you to get that

next job that you want.

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And then in that first session, no doubt.

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She would have said.

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Well, the big problem really is that I

feel like I can't apply for that one.

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And then we could have had the real

backdoor discussion that we needed to

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have about why she wasn't applying for the

jobs that she was more than capable of.

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But to encourage her to want to

move forward on that problem.

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I needed to focus on her desire.

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Where her current awareness was, which was

focusing on that goal of getting a job.

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So our core concept for the bottom of

our pyramid is focus on the front door.

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So think about your particular

client's front door desire.

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What do they say?

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I just need to.

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Fill in the blank.

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No one just needs to know their strengths.

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No one just needs to know their values.

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They are nice to have.

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In the eyes of our clients.

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Yes.

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We know as coaches that

they are all very important.

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But in the eyes of the average person,

trying to get by until next Tuesday,

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they are not on the to-do list.

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So really think about what is that

front door focus that you need to

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think about for your ideal clients?

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So we're moving up our pyramid now.

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So we are on level two of our pyramid.

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Which is

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is that a bleeding neck problem.

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So for your ideal client.

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Is this a bleeding neck issue.

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So John Mendoca I think he's called

is the first person who I've heard

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say this bleeding neck issue, but I

think it's a really great analogy for.

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Is this an urgent problem that

I need to sort out right now?

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Or is this a sprained ankle where

I can just hop along, which in

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marketing terms, sadly means never.

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And in a world where I would love people

to prioritize nice to have things.

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There is nothing you can do if

the people you want to help won't

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prioritize that problem in their life.

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Yes.

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If you really go all in, maybe

you might be the one in a million

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who can really frame their

problem as essential to sort out.

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But your life will be really hard if you

try and focus on a problem that your ideal

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client isn't prioritizing in their life.

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There's a quote from Perry Marshall,

which is from the 80, 20 sales and

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marketing book, which says, "if you

want to make money, your service

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has to deal with something that

involves one or both of the following.

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One is pain and great inconvenience,

loss of money, threat of loss.

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And, or number two.

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Some craving for pleasure that

borders on the irrational.

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So we buy to move away from

pain or move towards pleasure.

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Usually to move away from pain.

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So what is a painful enough, very

specific problem that you could

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solve for your ideal client?

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I'm running a program to help people to

create an online course and group program.

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And, what I talk about in that program

is different options to help people to

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see that there are various solutions.

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So, for example, do you want

to do a flagship course, which

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is a really long in-depth.

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Program about a big, broad issue.

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Do you want to do a focused course,

which is one tiny part of that problem.

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So for example, instead of having a

leadership course, You could have a

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course to help people to communicate

effectively in team meetings.

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So that is a really great way of

trying to identify actual specific

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problems that you could solve and

sell quite quickly in your marketing.

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So really do think about how you can break

down that big goal into a very specific

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problem that you can help them to solve.

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That can often be a way of really

focusing on a bleeding neck issue,

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an actual problem that they are

actively aware of and wanting to solve.

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We're on step three of our pyramid now.

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Firstly, we've had our, I

help statement at the bottom.

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Next up was is that bleeding neck issue.

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We are on the third layer of

our pyramid now, which is, is it

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demonstrated through concrete ideas?

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So, this is when your offer comes in.

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So just like I talked about

that in that last example.

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You could have a specific offer.

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It can even be a half day thing.

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Where you work on helping someone

to communicate effectively

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in the next team meeting?

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That's a really easy offer to get

out there and start talking about

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rather than spending months and months

behind the scenes, trying to come

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up with your signature framework.

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I would really encourage you to spend as

little time behind the scenes as possible.

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Building these offers that no

one will probably ever see.

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Because you will procrastinate,

you will go round around in circles

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thinking should there be five

steps or should they be four steps?

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And it really doesn't matter .What

matters is, this person is struggling

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to speak up in their team meeting.

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What is the quickest, easiest

way you can help that person

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to solve that specific problem?

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And package it up in a way that helps them

to want to take part in what you're doing.

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So, for example, what Joe Wicks did with

cooking is he's not selling, cooking.

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He is selling lean in 15, so

15 minute meals and workouts

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to keep lean and healthy.

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So he has taken that

big concept of cooking.

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We can take our big concepts of

coaching and think about a way of

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packaging it up so it's exciting.

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So, is it something like

15 minute meeting mastery?

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I've just made that up off

the top of my head, so I'm

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sure you can do it better job.

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But hopefully you see my point

in that we want to package it up.

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So it's exciting.

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And so that person wants

to do something about it.

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Another example is the book the first

90 days where they have focused on

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the first 90 days in a new role.

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They understand what that's

focusing on enough to buy it.

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90 day bootcamp is another example.

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Where we can visualize where

we want to be by summer.

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So we think, yes, I do

want a 90 day boot camp.

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They're not branding it as fitness.

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Like no one wants fitness, but what we

do on is the vision that by summer we

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are going to have an amazing body and 90

day boot camp really encapsulates that.

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So, how can you encapsulate

your offer into something that's

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exciting and appealing for people?

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So we're at the top of our pyramid.

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You have made it.

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So step four, the top of our

pyramid is your point of view.

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So start sharing your thoughts,

your opinions, your why, your

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vision, your school of thought.

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Your desired impact,

your story, your beliefs.

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Anything that makes you different because

that is something that is your edge.

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And no one else in this industry can copy.

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And why people will want to work with you.

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So do really pin down what is your

point of view in relation to your niche?

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Why is this so important to you?

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And how can you start weaving

that into your message?.

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So you have made it.

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We built our four step profitable

niche and offer pyramid.

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So to recap, the first step at the

bottom of our pyramid was focusing

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on a front door transformation.

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Next up was, is it a bleeding

neck problem to solve?

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Our third layer of our pyramid is, is

it demonstrated through concrete ideas?

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And the top of our pyramid

is your point of view.

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How can you weave your point

of view into your message?

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So you stand out and create

your own niche of one.

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So I hope that was helpful in

helping you to lay your business

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with an even greater edge.

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So think of it like a diamond

with loads and loads of edges and

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what I encourage my clients to do.

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Is keep finding your edge again and again

and again, and that is really what it

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requires to build an amazing business.

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It isn't enough to just hire someone to

do DMS for you or put Facebook ads out.

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It's about really having a solid

business and being committed to

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build that business and continue

to find your edge in this industry.

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So I hope you had a wonderful Easter

holidays, or if you are still on holiday,

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that you are having a great time.

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And like I say, at the end

of every episode, trust

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yourself, believe in yourself.

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and be the wise Gardner who

keeps on watering the seed.

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Microphone (Samson Q2U Microphone):

Thank you so much for listening to this

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episode of Women in the Coaching Arena.

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I have a mess of free resources on

my website joannalottcoaching.com.

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That's Joanna with an A

and Lott with two T's.

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joannalottcoaching.com.

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And I'll also put links in the show notes.

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Let me know if you found

this episode useful.

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Share it with a friend and

leave me a review, and I will

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personally thank you for that.

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Remember to trust yourself, believe

in yourself and be the wise Gardner

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who keeps on watering the seed.

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Get into the arena dare, greatly and try.