As a coach one of the most challenging things we have to do is figure out how to differentiate ourselves from the crowd. How do we stand out from other coaches for our unique abilities and results while maintaining integrity and respecting other coaches?
Differentiating yourself from the crowd is critical to making it as a coach, and essential if growing and scaling is a part of your plans at all.
One of the things that irks me most is when I see coaches positioning themselves as the antithesis of another kind or type of coach. The posts about all the other terrible coaches out there who just leave you hanging, don’t get results, etc.
My issue with this kind of positioning is twofold. First, this kind of marketing says much more about the person saying it than the coaches they are bashing. It tells me they tend to focus on the negative, to make judgements without all the information (like who the other coaches’ avatars are, backgrounds, etc), they like to stir the pot, they probably come from a place of scarcity and competition over abundance and collaboration, and they most likely are a little unclear on their own secret sauce. After all, if you know who you are you don’t need to compare yourself to others.
“The greater the diversity, the greater the perfection.”
Secondly, it reminds me of politicians whose entire platform centers around their opponent’s positioning and rallying against them. I would rather they tell me what they stand for, who they are and where they would like to take us. And I feel the same way about coaches. Tell me who you are, what impacts you want to make in the world, and how you can help me achieve my goals.
I’ve been coaching for well over 15 years, and I love what I do. The impacts and changes I’m able to see in my clients is nothing less than inspiring.
But I couldn’t do any of that if I didn’t understand how to differentiate myself. How to share my unique value with potential clients while continuing to honor my fellow coaches.
For me, part of my uniqueness comes through my 360 coaching approach, where it’s not just about growing your business, it’s about growing as a person. I bring in my Psychology training, NLP, Nutrition and Personal Training, Brain Health and all the other areas I have studied to support my clients on the whole…from a mind-body and body-mind perspective when appropriate.
What do you do to differentiate yourself? Here are 9 ways that you can really dial in your messaging and business so that you are attracting the exact kinds of people you want to work with and, more importantly, that you can impact the most.
In 2019, the estimated global revenue from coaching was 2.849 billion USD. (2020 ICF Global Coaching Study)
Continue Learning About Areas Outside of Coaching
Continuously learn about areas outside of coaching, such as psychology, neuroscience, your niche and business in general to broaden your knowledge and expertise. It helps you offer a unique perspective to your clients and address their challenges more comprehensively.
Niche Down to Become a Giant in Your Niche
Choose a specific niche that aligns with your expertise and interests, and become a specialist in that area. You can focus on a specific industry, problem, or audience. By doing so, you’ll attract clients who are seeking a coach who specializes in their specific needs.
Let People Get to Know You
Build your personal brand by showcasing your personality, story, and values. Share your journey, your passions, and your struggles. It helps your clients to know you better, trust you, and connect with you on a deeper level.
Clarify Your Personal Values and Unique Value Proposition
Define your personal values and unique value proposition, and communicate them clearly to your clients. It helps them understand what makes you different from other coaches and how you can help them achieve their goals.
Develop Your Own Signature Processes and Methodologies
Create your signature processes and methodologies that reflect your coaching style and philosophy. It helps you deliver consistent results to your clients and differentiates your from other coaches who use generic methods.
Meet Your Clients Where They Are
Understand your clients’ needs, challenges, and goals, and tailor your coaching approach to their unique situation. It shows that you care about their individual journey and are willing to adapt to their changing circumstances.
“Differentiation is how ONE becomes many while remaining ONE. Differentiation is not separation.”
Focus on What Your Individual Clients Need
Avoid a one-size-fits-all approach and focus on what your individual clients need. Listen to them actively, ask questions, and provide personalized feedback and guidance. It helps you build a strong rapport with your clients and deliver tailored solutions.
Communicate Openly About Process, Expectations, Timeline, Outcomes, Etc
Be transparent and clear about your coaching process, expectations, timeline, outcomes, and fees. It helps your clients know what to expect and avoid any misunderstandings or disappointments.
According to iPEC, 1.5 million searches are made every month by people and companies looking for life coaches, business coaches, and executive coaches.
Don’t Be Afraid to Go Against the Grain…Be True to Yourself and Your Beliefs, Even If They Are Unconventional
Don’t be afraid to challenge conventional wisdom, question the status quo, and offer unconventional solutions. It shows that you are a critical thinker, creative problem solver, and open-minded coach who is willing to explore new possibilities.
While differentiating yourself from the crowd may sound like work, it’s actually the fun part that makes everything else fall into place. Positioning yourself as a strong coach with unique value makes it easier for potential clients to find you, to screen you, and to decide if they want to work with you.
You’ll grow your business, reduce your marketing costs, and have a hell of a lot more fun!
