If there is one area of business a coach is going to get stuck in, it’s defining the difference between a niche and an avatar, and then detailing what you want. They can be so confusing and some life coaches spend month after month trying to work out their niche, and consequently not moving forward with their business.
It doesn’t have to be that difficult and our world is littered with so many examples, you don’t need to look and further than manufacturers of cars and sodas to see them.
What’s the difference between a coaching niche and an avatar? It’s actually easier than you think.
It’s very easy.
A niche for coaching is a group of people.
Think of male English expats living in France who work as business coaches.
Or perhaps, single parents who are working in the evening to create a 2nd business.
And while the juices are flowing… Female execs who are burned out.
They are all groups of people.
Your avatar is an example of a person within that niche.
I’m not going to give you any examples as a list could be 100’s of pages long, basically, you are profiling someone. Tell you what, he is a short list of ten things.
No college degree.
Drives a BMW.
Visits the hair salon monthly.
Has a personal yearly income of $100,000.
Favourite vacation is a resort that caters for children.
Has 2 children aged 5 and 7.
Likes to buy good quality food.
Enjoys value for money.
Wants to be a great parent.
Now you know 10 things about this person.
You know what I am going to go deeper for you.
She is female.
Her name is Rachel
She is a Democrat.
She doesn’t really get involved with political activism.
Has a sister.
Her parents are childhood sweethearts.
She is on her 2nd marriage.
She is on good terms with her first husband.
She enjoys self development.
Not really into fitness but keeps an eye on what she eats.
Has been in the same job for 10 years.
She is an accountant.
Life is comfortable.
However, she wants more.
She does feel good about life, but wants to make an impact.
Ok, so there you go.
We are starting to get to know Rachel.
Not all of your clients will be exactly like Rachel, but here is the reason why you settle on an avatar.
It’s all down to your messaging.
Here are 2 examples.
Which message is she more likely to align to?
“Hey, who is up for the hustle and ready to work those long days to get the results we want?”
“Are you ready to start building a future for your children?”
Both messages could be for the same product or service.
However, they appeal to very different people.
So why can’t you mix up your messaging?
Take a look at the popular magazine Cosmopolitan.
I don’t read it, I have seen my wife read it.
I’m guessing it’s full of things about cosmetics, fashion, and contemporary female discussion points. What’s going to happen if they start to write about fast cars, weapons, and IT?
Well, people are going to stop reading.
The reason why an avatar is important is because it helps you find consistency in your messaging, and that clears a path to and from your customer.
We need to be consistent.