212. Does Your Niche Have to Match Your Purpose?

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My guest today is Matt Winters who recently changed his niche away from helping gay men go from feeling stuck and lonely to having the authentic connections they want in all areas of life. Now, Matt plans to leverage a career full of experience to help leaders relate to people as humans instead of as simply resources. Matt came to the conversation feeling conflicted and murky and he felt stuck. The two of us started by just questioning the idea that if you are indeed values driven, every aspect of your work must be filled to the brim with purpose. From there, we just explored Matt’s new niche and addressed each fear he had around it. Then, we wrapped things up by identifying three clear steps Matt can take to complete some marketing research and start bringing in new clients. Matt showed up with so much authenticity and care throughout the episode. You’ll hear it right away. And as coaches, there’s nothing better than working with an open hearted, truly coachable client, which was 100% Matt. By the end of our conversation, I think we both felt grounded and clear about how purpose and meaning show up everywhere when you are a person who cares about purpose and meaning.

 

Key Takeaways:

• Alignment over Palatability
• Refine Your Deep Niche
• Target Ready Clients
• Embrace Fluidity
• Practice Self-Compassion
  

Key Topics & Timestamps

[03:00] Matt's desire for clarity
[03:57] His guilt and feelings regarding the niche change
[04:41] Matt's challenges
[06:03] Aligning purpose with work
[08:15] Matt's past experiences and expectations
[11:00] Distinction between narrow and deep niches
[12:52] Refining Matt's deep niche.
[14:48] Communicating authentically without worrying about palatability
[16:00] Awareness ladder & potential clients
[19:22] Targeting the right audience for referral marketing
[20:17] Ideal client profile and how to identify them
[23:33] Value of engaging with individuals who may not be ready clients
[25:02] A “Getting Started Action Plan”
[25:48] Integrating market research into Matt's Client Surge process
[28:17] The power of mindset
[34:57] Next steps for Matt

Connect with Matt:
WEBSITE: www.mattwinterscoaching.com
LINKEDIN: linkedin.com/in/mattwinters1