If you confuse, you lose.

Customers don't usually choose the best option. They choose the clearest one. All right, think about your own buying behavior. When you're scrolling on Instagram or Google and you're searching, what makes you stop? It's not the coach with the most credentials. It's not the coach that can do the most things. It's the coach whose message is so clear that you immediately think this is for me. Welcome back to the fitness business podcast.

Today we're going to cover this certification trap and essentially how to pick your niche,

your avatar, your market, when it seems to you like, well, there's so many different things

that I'm good at and that I can solve, right?

Maybe you're certified in six different things.

You've worked with all types of clients imaginable,

right? You can do weight loss, muscle building, sports performance, corrective exercise,

nutrition, maybe even functional medicine stuff, maybe mindset and energy work,

whatever the case. You have no idea what to really focus on and you end up trying to market

to everyone. And as a result, you end up attracting nobody. attracting nobody. So on a recent webinar that we had,

I had a few different coaches asking variations of this same question, right? How do I choose my niche

when there's so many different things that I do for my clients? I want to give you an example of

Caitlin. She was working with paramenopoles women, but she's only 33 and she's wondering, well,

do I have to perfectly match my client demographics, right?

Then there was Larry who's done Olympic lifting, CrossFit, force performance. He was a personal

trainer and he even did cardiac rehab and he's like, well, which one do I pick? Then we did

another girl Tiffany who she was certified in paramedopause, menopause, stretch therapy. She taught

classes for people with Parkinson's. She worked with every age and demographic imaginable. And I told all three of them something somewhat similar. Okay, being good at everything means nothing in your marketing. All right, let me explain. Okay, when you're choosing your niche, what's more important is that you get over this fear of niching down and the fear that it is going to kill your business. All right. So I'm going to explain that here. So the belief that keeps most coaches broke and keeps them from actually being able to

help anyone is that you think being a really good technician will automatically lead to you

having a great career in that technical craft, which unfortunately is not the case.

But there's something deeper going on here.

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