What if I choose the wrong niche?

A lot of female coaches have many passions, and many “groups” of people they’d like to target. Unfortunately, with endless options comes uncertainty. So, how do we deal with the fear of, “What if I chose the wrong niche”? The answer cannot be found in any kind of exercise or practice. Instead, it involves a simple mindset shift.

Female Coach Mindset Shift

If you want to be a successful female coach, it is crucial that you master the idea that there is no such thing as a “wrong” decision (more on that in a sec). It’s important to understand that the fear of a bad decision is creating a gap between you and your success. The good news is, though, that you can conquer your fear and bridge the gap that’s been holding you back right now.

The way to do it is to think of all of your future “wrong” decisions as learning opportunities. It’s like that old saying about Thomas Edison (the inventor who created the light bulb). He once said, “I haven’t failed, I’ve just found 10,000 ways that won’t work.”

So, with that said – just make a decision and understand you’ll either win or you’ll learn.

How to pick a target audience

If you’re unsure of what audience you want to target, a simple way to pick a direction is to think… which target audience is going to resonate with you most? Do you prefer to work with organisations, professionals, entrepreneurs, or another group? Whichever option comes to mind first, go with that audience and don’t worry about failing. If you’re not enjoying it or getting results you need, then stop what you’re doing and pivotto another audience you considered. You’ll keep making these pivots until you find the audience that works best for you.

The key here is to pick an audience, try it out, and if you start to feel “stuck,” then pivot. The same applies to niches. If you have multiple passions and interests and you’re unsure which niche to pursue – pick the one you like the most and if it doesn’t turn out the way you hoped… pivot! What I don’t want you to do is to waste any more time not taking action just because you’re unsure of who to target or what niche to pursue.

Just make a decision, go all in, and if you don’t get the result you want – pivot.

How to properly pivot in your business

I want to briefly demonstrate how to pivot because I know this might sound daunting to some of you. The last thing I want is for you to feel torn about which direction to head in. I’ll explain a little bit about how I’ve personally pivoted in my businesses and how it’s led me to where I am today.


2019: When I took the ILM L7 in Executive Coaching and Mentoring the aim was to become an Executive Coach. I’d heard it was lucrative. It sounded rewarding.

6 months later: I got some Executive Coaching clients and realised I didn’t like it at all. I’d just escaped the world of office politics and found my purpose. Many of those I was working with were just doing it for the money and it felt out of line with my values.

So, I shifted my audience to career changers.

12 months later: Around this time, I noticed that while I loved career change coaching, those who were deciding to set up their own business were my absolute passion.

18 months later: I was spending at least 4 hours a week providing free advice to those who wanted to be coaches and they indicated that they wanted more than a free ‘pick your brains’ chat. The decision was pretty much made for me to niche down to female coaches.

TODAY: This eventually led me to becoming a coach and mentor to female coaches and I’ve helped masses of coaches from all over the world with their business goals. Not bad for “just giving it a shot” right.

DECISIONS + PIVOTING = success and happiness

As you can see from my own personal story, the path I started in is not the path I’ve ended up in… or ultimately will end up in! But, I would not have had the success with my businesses had I not made that “wrong” decision from the get-go.

Nobody knows how scary it is to get started with something when you’re unsure better than me. But, you can’t learn unless you take that leap of faith. The only way to succeed is by doing. So, my point is: just start doing! You’ll thank yourself later.

I hope you’ve enjoyed this month’s blog! I want to remind you that you are who I am writing for so any kind of feedback is encouraged!

For next month’s blog, please get in touch to submit the topics you’d like me to cover here: joanna@joannalottcoaching.com

Self-made or never made!

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Hello and welcome! I’m Joanna Lott, and I’m passionate about empowering qualified coaches like you to build brilliant businesses.