Coaching Women in the Media - My Niche
A lot of my clients come to coaching to look at their Leadership style. With fewer female role models in very senior positions, coaching is the perfect vehicle to enable clients to identify their own style and be supported in stepping into that. Often the very behaviours that got them to their elevated position hold them back from progressing futher. Through coaching they recognise that and take new action to progress. Other common areas of focus are, of course, work/life balance and career change. Prior to working as a coach I worked in magazine publishing for 12 years predominantly for EMAP. I managed large teams of sales people and, therefore, have a deep understanding of my clients' issues. Having experience in the market gives me credibility and I can lean into my former professional reputation to attract clients to coaching. For me the benefit of having a niche market is that it is far easier to market to a niche as your message is undiluted. Clients like to know that I have worked with others in similar positions and that I understand the structures and culture of their business. I can attend targeted networking events and know that I am surrounded by potential clients. My website also focuses almost exclusively on information that I know is important to my target audience. I attract and reach my clients mainly through referral. Often the most senior person within an organisation will work with me and then want the same growth and learning for her team. Networking is my main marketing tool people, as buy into the coach for who they are. I have found that people are extremely generous in putting me in touch with those that can really benefit from my coaching. The only way I have really ever got business is by letting people know what I do and, through testimonials, and the results that other clients have had.
Author: © Joanne Barker July 2008 Mojo Coaching Terms of use You may not publish or reproduce this material for without the written permission of the author. Click here for our full terms and conditions. Click here to find our more about Joanne Barker |
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My clients are mainly women from the media industry. They have often achieved a high level of success when they come to coaching. However, many have progressed in their careers quickly with little opportunity to plan strategically what they want and how they want to get there.