Mastering Your Niche: A Guide for John Maxwell Certified Coaches, Speakers, and Trainers

Eric – @TheGoalGuide

Are you a certified John Maxwell coach, speaker, or trainer feeling overwhelmed by the sheer volume of content, products, and services you can deliver? You’re not alone. Many of us return from the International Maxwell Certification (IMC) brimming with ideas but unsure where to begin. This post is for you.

Getting clear on your niche is crucial. Once you understand and select your niche, everything falls into place. Here’s why niching down is essential and how to do it effectively.

Why Niching Down Matters

When you attend the IMC, you come back energized and full of knowledge. You have access to mastermind groups, lunch-and-learn sessions, the leadership board game, and numerous other products and services to offer. However, marketing these products to everyone means you’re essentially marketing to no one in particular.

As a John Maxwell certified coach, speaker, or trainer, focusing on a specific niche allows you to speak directly to the people who need your expertise the most. Today, I’ll share three potential niches you can explore, and direct you to a resource I’ve created—featuring 20 niches—to help you choose the right one.

Three Niches to Consider

1. Your Past Self

Think back to who you were three to five years ago. When I started as a coach, I looked at my past self, whom I now refer to as a “sad clown.” On the outside, everything seemed fine, but internally, I was unhappy, frustrated, and didn’t know what I wanted. I lacked clear goals and purpose, which left me feeling stuck.

By reflecting on your past struggles, you can empathize with others who are in similar situations now. What problems did you face? What solutions helped you? Sharing your journey can attract clients who are going through the same challenges you once did.

For example, I began to notice engagement when I started talking about ruts, goal setting, and accountability—topics that resonated with who I was a few years back. Your past experiences are a goldmine for finding your niche.

2. Women in Leadership

If you’re a woman, consider targeting women in leadership. Women often prefer doing business with other women because they feel more understood and comfortable. Women in leadership roles face unique challenges, such as breaking the glass ceiling, overcoming imposter syndrome, and being the minority in male-dominated environments.

Focus on a specific subgroup within this niche, like women in the C-suite or middle management. Women in middle management may aspire to reach the C-suite, and as a coach, you can guide them on that journey. By zeroing in on this niche, you can create targeted content and marketing strategies that speak directly to their needs and aspirations.

3. Specific Industry Professionals

Another effective approach is to target professionals within a specific industry. Whether it’s healthcare, technology, finance, or another sector, each industry has its challenges and opportunities. By becoming an expert in the leadership needs of a particular industry, you can offer tailored solutions that resonate deeply with your audience.

For instance, healthcare professionals might need help managing stress and avoiding burnout, while tech professionals might seek guidance on fostering innovation and collaboration within their teams. Understanding these unique needs allows you to position yourself as a valuable resource within that industry.

How Niching Down Benefits Your Marketing

One of the biggest advantages of defining your niche is the ability to market more effectively. Instead of speaking in general terms, you can address specific problems and offer targeted solutions. This increases the relevance of your message, making it more likely to resonate with your ideal client.

For example, rather than saying, “Here’s a leadership principle from the 21 Irrefutable Laws of Leadership,” you could say, “Here’s a leadership strategy specifically for women in middle management looking to break into the C-suite.” This specificity enhances the impact of your marketing efforts.

Resources to Help You Choose Your Niche

To make this process easier and ensure you hit the ground running, I’ve created a comprehensive PDF document featuring 20 potential niches, each detailed with common challenges they face and actionable solutions you can provide as a John Maxwell certified coach. Think of it as your roadmap to immediately start connecting with your ideal clients.

This invaluable resource is part of The Arsenal, a curated collection of tools designed meticulously to support every step of your coaching journey. And the best part? It’s completely FREE. The Arsenal isn’t just a set of tools—it’s your springboard to becoming the go-to expert in your chosen niche.

Don’t miss out on the opportunity to access this exclusive content that will transform your coaching practice. Click the link below to join The Arsenal and download your copy of the PDF:


Understanding and selecting your niche is a transformative step in your journey as a John Maxwell certified coach, speaker, or trainer. It allows you to focus your efforts, create more relevant content, and connect more deeply with your audience. Remember, your past experiences, unique identity, and industry expertise are invaluable assets. Use them to carve out your niche and make a meaningful impact.

Ready to take the next step? Join The Arsenal and access the PDF to explore 20 potential niches and start your journey towards a more focused and impactful coaching practice today.

Don’t Stop Here

More To Explore