Book Your Place by Midnight Monday 22nd December to Get Early Bird Bonuses worth well over £500!

3-day intensive course for coaches

Gives you the confidence to promote yourself and get the clients you deserve in a well-defined market

• Connect with your inner niche
• Research and understand your market
• Show how your coaching sessions add value
• Feel confident talking about what you do and promoting yourself
• Stop wasting money on ineffective Marketing activities and find out what works
• Protect your ideas from copycats

Spend 3 days with Hannah McNamara author of 'Niche Marketing for Coaches' as she shows you step-by-step how to select a niche for your coaching practice and fill your coaching practice with clients.

A Personal Note from Hannah McNamara

Dear Coach,

"How do I go about finding my niche?"

This is probably the most commonly talked about theme in coaching forums and groups. In fact when you meet other coaches one of the first questions they'll ask will be something along the lines of "what's your niche?"

When you're still working out who you want to coach it can be very frustrating if you can't easily answer that question. It may feel as it you are surrounded by coaches, trainers and consultants who are clear about who they are and what they do. They are able to sum up what they do in one sentence while you're still trying to figure out who you want to work with.

Everyone says that you need a niche and you can't start marketing effectively without one, but it's not as easy as it looks, is it?

Other people who have had a defined career path apparently seem to naturally glide into their niche, while if you've had a more varied life there are just too many choices.

I've seen coaches put a lot of pressure on themselves when they try to figure out who they are as a coach - perhaps you're doing this right now. But the more pressure you put yourself under, the less you feel able to make a decision. It's not surprising that many good coaches get stuck at this point and never get off the ground in the way they wanted to. This is a real pity because there are lots of people looking for coaches serving the right niches - and they are prepared to invest more with someone who presents their services in a professional way.

The fact is that a coach with a well-defined niche will find it easier to attract clients, earn more money and spend less time justifying their fees.

The chances are that you already know this. It's a subject that gets talked about all the time. The problem is that for many people choosing a niche is an emotional decision, not an intellectual one. I've yet to meet a coach who doesn't understand the rationale behind why having a niche is a good thing, but still they resist choosing a niche.

The reasons are varied, but I've found that they usually fall into the categories described below:

• Fear - having a niche will mean excluding clients or turning clients away
• Guilt/Feeling like a fraud - how can I label myself as an expert when I've only just started coaching?

I'm delighted to be able to share with you an insider's method for choosing your niche that takes almost all of the emotion out of the equation. It helps you to recognise your strengths, identify where there is a demand for coaching and work out once and for all, where to focus your attention when marketing your services.

Join me on this interactive course and I'll share with you how I built three successful niche coaching practices of my own. I've helped other coaches to find their niche and I'll help you do the same.

Warm wishes





Hannah McNamara, author of 'Niche Marketing for Coaches'

P.S. Once you'd had a look through the information below, if you have any questions, you can email me on hannah@marketinghelpforcoaches.com or call and ask for me on 020 7939 9910 (+44 20 7939 9910).

Does any of this sound familiar?

• When you originally decided to become a coach, you were clear about what you wanted to do-but having done your coaching training you can now see that there are so many possibilities that it's hard to know what to choose as your niche
• You struggle to make a decision and flit from one niche to another, without feeling that any of them are really right for you
• You want to coach people and make a difference in their lives-but the people you want to coach the most can't afford to pay you
• You thought you were clear about who you were targeting, but they don't seem to be interested in having coaching, so now it's back to the drawing board
• You're normally a pretty decisive person and not being able to figure out a niche is undermining how you think about yourself
• You love variety in your coaching work-you don't want to rule anyone out by saying you only work with certain kinds of people
• You've already spent money on marketing yourself without much success, now you're closer to deciding on a niche, you don't want to waste any more money when you're not sure if it's right - will your targeted niche clients be able to afford your rates?
• Your friends and family are putting pressure on you to start making money from coaching and don't think there's a market for what you're doing. You desperately want to prove them wrong.
• You don't feel like you've coached enough people yet to be able to say who you enjoy working with and who you don't
• You're worried that an economic downturn or recession could mean that fewer people are willing or able to have coaching
• People are constantly querying your prices and think you're charging too much-another coach in your area charges much less
• You beat yourself up when you see other coaches who you trained with steaming ahead and getting clients because they know what their niches are
• Other coaches are so cagey about their prices and how many clients they have that you can't seem to work out which coaching niches will allow you to earn any sort of decent income for yourself
• You were bursting with energy and enthusiasm when you started out, but now you feel burned out and low
• You do a daily visualisation of yourself with a full practice; you've cut out pictures of what your life will be like when you're successful and stuck it somewhere you'll see it; you repeat affirmations over and over; you've written a list of goals and tucked it away somewhere special-but the Universe STILL isn't providing you with clients!
• You're frightened to deal with any new enquiries because you wonder why anyone would want to hire you as their coach when there are so many other coaches out there who seem more successful than you
• You're starting to wonder whether you're really cut out to be a coach

OK, I'll stop there in case I'm depressing you!

The reason I've put all those situations on the list is to show you that if just one of those points describes how you're feeling you're not alone. What you're going through is actually more common than you realise.

When I'm working one on one with coaches to unlock their niche, I find that many don't know how to go about making a decision on a niche or what they should look out for when judging if there's a demand.

Relax, don't worry, there is a solution.

So what can I do about it?

It's much easier to make a decision when you have facts and figures at your disposal, but within the field of coaching, there is a lot of very vague information out there. The general feeling is that no one really knows how many coaches there are, how much they earn and who will invest in what category of coaching.

Even when there are coaching surveys published, they tend to have been completed by the coaches who are searching for the answers themselves - coaches who are in their first few years of coaching and are still finding their feet. Busy, successful coaches often don't have the time, or see the need, to sit down and complete a survey to tell them what they already know. There's also a lot of hype out there. For example:

"This time last year, I was living on the streets with only $1 to my name. Since I've discovered the power of coaching, I've gone from zero to hero and I'll tell you how-just send $1,000 to 'How I got rich by telling people how to get rich'."

OK, so we might laugh at it, but when you're desperately looking for inspiration it's easy to get drawn into these kinds of messages and believe that one secret tip will make the difference that will turn you into an overnight success - without you having to do anything any differently.

The real secret is that it's a combination of things, with one special ingredient. Taking action. Yes, we tell our clients this too, but when it comes to ourselves we can sometimes feel paralysed because we don't know WHAT action we are supposed to be taking.

What if we do take action, but we make the wrong choice?
What if we ruin our reputation by making some very public gaffes?
What if we come on too strong and scare people away?
What if we waste money on Marketing that doesn't work?

Something's got to give!

• What if you could go through a process which would give you enough information to make an informed decision about which market to target?
• What if you had the tools to evaluate your strengths, understand your personal brand and work out which coaching niche is the best fit for who you are as a person?
• What if you could do all of this in a supportive environment with other coaches who are going through the same challenges as you?

Well, there's a group of coaches meeting soon for a very special workshop and you could be part of that group.

You'll be taken through a structured process that will enable you to make the right decision on which market to target and how to attract the interest of the types of clients you want.

"This course shows you how to find the ideal market for your services AND to find out what they want to buy - after that, doing the Marketing is the easy part!"

What the 3-day course will cover:

• Exactly what a coaching niche is and what it isn't
• Why having a niche doesn't have to put any restrictions or limitations on the clients you attract-in reality it means you can work with MORE people!
• How to have variety within your coaching niche
• Which coaching niches are popular right now-and which ones people just aren't interested in
• What an economic slowdown means for the coaching market and coaching niches in particular
• The difference between a coaching niche and a niche market-you'll be shown examples of how to get both working for you

Matching Your Talents to Your Market

• How to identify your unique strengths as a person and as a coach
• Which skills you'll need to demonstrate to be considered as a credible coach
• Why it's so important to establish a match between your professional values and those of your target market-and how to do it
• How to see yourself as others see you-and what to do if you don't like what you see!
• What you need to consider about your personal brand and how to create yours

Selecting Your Own Niche

• How to select a niche even if you've just started out as a coach
• Just how specific a niche should be and how to decide on your own combination of your coaching niche and your niche market
• How to quickly evaluate which coaching niche is the best fit for your skills and your circumstances
• Why being completely unique or the first to market isn't going to win you business-in fact it could leave you struggling to make any money at all
• How you can successfully balance two or more coaching niches, enabling you to 'give back' at the same time as generating you the income you deserve

Researching the Market

• Where to go for information on what different groups of people need help with
• How to identify potential markets for coaching and how to read the signs so that you are able to anticipate changes before they happen-you could find yourself ahead of the big players if you get this one sussed!
• How to research a market and find out whether your chosen niche is viable
• Where to find the data that supports your business case for targeting a specific market
• How to access reports and journals that you can use to find research about your market, giving you compelling evidence for the effectiveness of what you do--invaluable when you're talking to prospective clients who are unsure about the value of coaching
• Which reports to look at to find out more information about your marketplace including trends in the market

Communicating Your Message

• When and how to bring up the subject of coaching with prospective clients
• Which questions you should ask people to find out if they are interested in what you do or if they are wasting your time
• How to prepare for meeting a prospect for the first time-which words and phrases move people to the next stage and which turn them off completely
• What to put in an elevator pitch so you can speak confidently when people ask what you do. You'll be able to talk about relevant examples and case studies that demonstrate your skills and expertise without coming across as arrogant or boastful
• The keywords and phrases that you must use when trying to get the attention of prospective clients-you're hurting your coaching business if you don't use them
• Whether it is ethical to use hypnotic language and embedded commands in your marketing communications and interactions with prospective clients-we'll explore all points of view to enable you to make up your own mind on this controversial topic

Defining Who You Are and What You Do

• How to feel comfortable and confident in your abilities as a coach
• Why being non-judgmental could be the worst thing you do when planning your strategy for getting clients
• Why being 'coach-like' isn't benefitting either you or your clients
• Why labelling yourself as a coach could mean you're shooting yourself in the foot when you want to expand your client portfolio
• Why some of the advice you're given by personal development 'gurus' is downright dangerous and could bankrupt you very quickly-you'll learn how to cut through the hype to the essential principles that will make you successful as a coach and a personal development professional
• Why spending hours agonising over a name for your coaching practice is time wasted and could stop you getting started altogether
• Why you need to 'get out more' and STOP asking other coaches for advice on how to market yourself. They will hold you back and leave you with a scarcity mentality-if you don't believe this, the evidence will be revealed to you on this course
• What you need to do when clients come to you for advice and suggestions-what if that doesn't sit well with your coaching philosophy?
• Why socialising and spending time with certain kinds of people will bring you down and sap your energy before you have realised what's happening-you'll find out how to identify and avoid energy vampires

Setting Your Fees

• How to find out what the market is prepared to pay--before you publish your price list
• How to position yourself so that your pricing strategy works for you, not against you
• What you should put into your coaching packages and what you should leave out
• How to present your prices so that they don't spark endless debates or leave you feeling that you need to justify them to people
• Usual rates and fees for coaching and why you need to charge an uncomfortable amount of money to ensure that your clients get the results they want

What Clients Really Want

• What's important to the buyers of coaching in all the main niche areas and how you could be damaging your reputation if you talk about irrelevant topics with them
• How clients evaluate whether you're the right person to help them and how you can present them with enough information to make their own minds up-without feeling 'sold to'
• Insiders' secrets on how companies select coaches and the processes you can use to find out who's hiring coaches right now

Marketing Your Services

• How to select the Marketing activities that will be relevant and appropriate for your market--not all Marketing techniques are suitable and some could even alienate your prospective clients if you're not careful!
• The seven steps that you must take when converting prospects into clients and what to do at each stage of the process
• What a Marketing funnel looks like and how to create a system for generating leads and turning those leads into business
• How to differentiate between a Prospect-someone who might want to hire you, and a Suspect-someone who you think would be in the market for coaching

• Top ways to generate leads for your coaching business
• Why you're wasting your time at certain networking groups and what networking really means for successful coaches
• How to ask for and get introductions to key people and influencers in your chosen niche
• Exactly what a referral is and whether it is ethical to offer incentives for people to recommend your services, as well as what is considered common practice amongst business people
• How to decide on whether it's worth investing your time developing products such as e-books, audio products or physical books
• Ways in which you can get other people to do your marketing for you
• Insiders' ways to get yourself noticed by Google within a matter of hours

Structuring Your Coaching Practice

• What products, workshops and articles are really supposed to do for your coaching practice-and it's NOT to sell one-to-one coaching sessions or earn you 'income while you sleep'!
• Whether being a solo coach is actually the right approach for your personality type
• Which other options are available if you absolutely HATE marketing and having to promote yourself
• The pros and cons of working as an associate coach or in-house coach
• How to find work as an associate coach--you'll be shown a little-known technique to find out which coaches and organisations work with associates and which projects they are working on right now
• What organisations are looking for when hiring associates for their coaching team--and what would rule you out from ever getting work from them
• How to structure your coaching practice so that it's working for you, leaving you relaxed knowing that everything is under control
• How to plan the growth of your coaching practice so that you don't feel overwhelmed or inadequate in the early years of your new career
• What you should put into your coaching agreement and other coaching paperwork
• The exact steps you should take to establish a daily routine--these steps will help you to make small changes each day which yield dramatic results in a short space of time
• How to protect your ideas and materials from being copied by other coaches
• Where to go for FREE business advice and support--you may even be eligible for a grant to fund the early stages of your business

And much, much more

You're also getting access to some other fantastic resources which are listed below....

Every single coaching session was about results and therefore in only three months I have made the significant leap from having a vague business idea to actually running a business!"
Charlotte Hunter

What else is included in the course?

Get Help Researching Your Market

During the day, an expert from the British Library will be giving us an exclusive insight into the research reports available from their centre and they will show you how to research your own market.

Not only will they talk you through what's available at the British Library, but you'll also be shown exactly where to find the reports you're looking for. The resources you need to find out everything you need to know about your target market will be at your fingertips and you'll leave the course having already researched your market.

The British Library subscribes to industry reports, demographic information and all manner of publications and journals that would cost you hundreds if not thousands if you were to buy them yourself.

For example, they hold copies of Mintel and Keynote reports which are used by professional market researchers when developing new products and services for big brands.

These reports will help you to understand the size and value of your target market. Being able to quote from this research will help you to make a strong business case for your coaching services.

If you think that because these reports are geared towards larger companies they won't be relevant for you, think again. Imagine for a moment what it would be worth to a parent coach to find out how many parents of young children were located in their immediate local area. And what about a corporate coach who could find out what types of training and development companies were investing the most in? You'll love this part of the course!

Find Out What Coaching Clients Really Want

In your course materials you will find transcripts of anonymous interviews with three people who buy coaching services. They have asked to remain anonymous so that they aren't bombarded with enquiries from coaches who want to pitch their services to them. In addition, anonymity allows them to talk more frankly about their experiences of working with coaches.

The people interviewed are:

• Mr X: Self-made multi-millionaire entrepreneur- he reveals why he chooses coaches very carefully. Be prepared to be shocked by what he reveals in this interview. You'll find out why successful business people like him need to be approached in a certain way and why you need to have done your homework before making contact.
• Ms Y: HR Consultant and ex-Head of Training & Development for a prominent London law firm--she'll be explaining what professional firms look for when hiring coaches. She'll tell you how to make initial contact, how to develop relationships and get coaching contracts. She will also tell you what not to do and how to avoid alienating people or unwittingly damaging your reputation.
• Mr Z: Managing Director of a growing consultancy firm--he explains why he insists that each one of his senior members of staff have a personal coach. He'll tell you why it took him TWO YEARS to find the right coach for him. There are some very valuable lessons to be learned by listening to him

As you read through what these people say about buying coaching services, you'll see exactly what is and isn't important to them. Too many coaches think that the decision to be hired comes down to price--if you can under-cut another coach you'll get the work. This type of thinking actually damages the reputation of coaching in general. After reading these interviews, you'll have very valuable insights into seeing things from the client's perspective. Once you understand the principles behind this, you'll be much better placed to present your services in a way that makes you attractive to prospects--no matter which market you are targeting.

Get Advice on Protecting Your Ideas

The issue of IP might not seem important to you right now if you're just planning on doing one-to-one coaching sessions. Think about the tools and coaching paperwork that you have spent so long refining and developing. Would you want a rookie coach fresh out of training to copy your materials without your permission or another coach to steal an article from your website and pass it off as their own? This happens more often than you might realise and you need to know how to protect yourself.

The work that you put in now to gain a good understanding of IP will serve you well in the years to come. When you're creating coaching products, workshops, tele-seminars, books, e-books and newsletters for your niche market, you'll be thankful that you came on this course and know how to protect your ideas from copycats.

Find Out What Makes You Tick

This profile test is provided by an excellent company that produces spookily accurate reports.

Why is this report invaluable? First and foremost it will stop you making mistakes in your business and stressing yourself out. Too many independently-minded people think they have to do everything on their own. This report helps you to recognise when you're not the best person for the job and lets you be ok with passing it over to someone else. You owe it to your clients to play to your strengths and out-source or delegate other tasks You are not doing anyone any favours by thinking you are the ONLY person who can do certain things in your coaching business. For example, you may even find that you would be better off out-sourcing certain types of coaching to associates who can do a better job than you can. You retain the client within your business under the umbrella of your brand name and as far as the client is concerned, the coach working with them is your colleague or employee.

Secondly, if you recognise that you enjoy working with other people and could blossom in a partnership-type environment, this report will help you to understand what to look for in a business partner or co-worker. Rather than finding someone who has the same strengths (and all the same weaknesses) it will help you to find someone who complements you.

I really can't stress enough how invaluable you'll find this report to be.

Meet Other Niche Coaches and Network